Video and branding the cookie crunch

By Greg Dutton, Executive Creative Director

Not long ago a colleague walked into my office. She asked me for 30 seconds of my time and waived a Twix as if to say “Who’s a good boy? Who wants a treat?”. “I do!” I thought (think Scooby Doo). She was, of course, instantly invited in. 3:00 PM is my afternoon coffee time and she knew it. She had an immediate issue with one of our creatives and wanted to know if I would help her work through it. 

“Of course.”

Looking back, she recognized I was busy but needed my attention to get something done. The Scooby Snack wasn’t that important. I really shouldn’t be eating Twix anyway, but they are so delicious with coffee and have that delightful cookie crunch…Anyway, what matters is that she knew 3 o’clock was the perfect time to ask. She took into consideration my preferences and respected my time. Armed with a thoughtful strategy she accomplished her objective.

This is pretty much what we do, isn’t it?  As branders, we use tactics to interrupt people and ask them for their time and consideration. We seek to demonstrate an understanding of their needs and aim to inspire action. 

Consider video for a moment. Few mediums offer a more impactful opportunity to build a connection with the viewer. Laughter, empathy, education–they are each a mechanism for engagement and your audience seeks out these emotions daily in their digital life. 

One of our clients is a small regional provider of fiber optic internet service. The brand has good awareness but competes with much larger national brands. It would have been so easy and fun to relaunch the regional brand with a silly cat video campaign. They’re online, need no explanation and are universally hilarious. We could have made our client the premier “101 cats startled by a cucumber” provider. But to what end?

Sure, it would have stood out and been shared, but their digital services are also about speed and customer service and most importantly, regional pride. So rather than simply entertaining prospective customers, we chose to focus on small business owners in the community who are able to succeed in God’s country with a little help from our client’s services. Not as funny as a Tabby falling off a kitchen counter top but our video campaign reinforced regional pride and empowered small business to “#thriveuphere”. 

We know as creatives what we need from the viewer. It’s a click, a share, whatever. But brands are not about response. Brands are about building relationships. When you approach creative development founded on trust, your brand, like any strong relationship, will be built to endure the hard times. 

Seriously, what does your brand stand for? If words like authenticity, integrity or Twix aren’t part of your brand’s tone, revisit that today. Because without that foundation your video project may be just another lachanophobic cat montage.