Video created for the web. It can be the most powerful tool in the kit, but it has to be attention-grabbing, quick, to-the-point, and full of hard information. We make some-thing just for that need. That's how one of our videos got a 24% click-through rate on wsj.com. And why we think we're onto a trend.
How they work: Instead of trying to tell the whole company story, each video addresses one telling aspect of the company: the latest in products, the most significant deal just closed, the most powerful end-user story, the best "green" innovation ...whatever is strategically important to tell. The videos bring to life significant aspects of the brand's personality and the viewer fills in the spaces between: 1 + 1 = 3.
This is a special kind of short-form video. It's the little picture. You tell it repeatedly, you tell it well, You use them as a collection, you use them individually. To do these things, you need strategic clarity and positioning smartness. And you have to know how to make films. Very short ones.
It's really a new category: it's not an ad, it's not a corporate video. And it's needed because the web isn't just a new audience, it's a one-on-one conversation with millions. We believe that with these individuals the big story may emerge most powerfully through its extraordinary and often little-publicized parts.