Case Study: How Accentrik Productions Transformed a Local Brand with Video Marketing
Introduction to Accentrik Productions and Their Client
I didn't do this as my production company, but I did establish the branding and online prescence for three OTT (over the top) streaming channels. One of Anil's earliest work environments was at Digital Media Rights (now Cineverse). Through the use of video editing, Photoshop, and social media planning, Anil Balram ended up tripling the social media prescense of the three channels to generate organic traffic to their YouTube channel and corresponding blogs.
Understanding the Client's Needs
While the client wasn't small, the branding was fairly simple; most times branding isn't simple. The three channels were dedicated to cheezy horror films (Midnight Pulp), Korean pop culture (Asian Crush) and Gen Z targeted shows (YuYu TV). The company also had existing licensed content that was available to repurpose as user generated content. In other words, the branding and content spoke for itself. There wasn't anything special to really plan out. When you're thinking about more typical cases, majority of work stems from pre-production and planning.
Crafting a Compelling Video Strategy
It starts with creating trailers to build a more compelling self-promotion for each brand. So I started scouring the licensed content. Korean drama? Look for what shows have been trending overseas and what is simulcast. Horror films? Find out if there are any actors that might have started their careers in these "terrible" films or actors that might have a cult following. Gen Z? Well that's just throwing everything at the wall and seeing what stuck. Trailers are just giving sneak peaks at the licensed content, but it also opens the door to cutting out of context or meme related comparisons.
Implementing the Video Campaign
Phase one was to make trailers, phase two was to create stills and thumbnails for clickbait; as well as creating shorter clips of great moments in each film/TV show. Once the strategy was finalized, Anil and the team chose which licensed content to start with and had to manually highlight which moments of the content should be shared. Once a trailer is made, the thumbnail is next. After that, the various highlights were next. The trailers existed for YouTube while versions of different lengths were used for Facebook, Twitter (at the time) and Instgram. Once video content was posted, you wait for some performance metrics and then move on to the written posts that correspond to each video.
Measuring Success and Analyzing Results
Every platform has its own way to view insights. Therefore, you spend some time viewing the organic reach before you start with the paid reach. The views and traffic tripled and that was great considering beforehand, only the new additions to the media library were advertised. The impact of the video marketing campaign was significant. The best part of using multiple platforms meant monetization was available from those multiple sources. Even if one platform faltered, as long as the others were high performing, you had the ability to experiement with different styles and everything would still generate traffic.
The Long-Term Benefits of Video Marketing
Video is always more engaging than texts and photos. Video can also be altered to a tell different stories in multiple ways when compared to text and photos. Even if a video doesn't stay up long, someone else can either download it and change it or re-upload it to draw attention. Video should always be considered when coming up with marketing campaigns.
Conclusion: The Future of Video Marketing
Anil misses that old campaign but is always willing to do more for others. Tripling social media prescense is just the beginning but that's a story for another day. Use our contact form to see how Accentrik Productions can help you.