If you want to grab people’s attention don’t kick and scream, just tell a story. A powerful and influential piece of content is memorable and has meaning. Farrell (2014) states that 65% of people are visual learners and 90% of the information processed by our brains is visual. He continues, “People love visual content, and the more enriching the content, the deeper and more impactful the impression that your content will make” (Farrell, 2014). The significance of these statistics is that social media strategies should make sure they are executing to visually appeal to the audience. One way of doing so is through the use of video content.
Trimble (2014) indicates, “By 2017, video will account for 69% of all consumer internet traffic”. Nielsen adds “64% of markers expect for video to dominate their strategies in the near future”. Two primary examples of the power and virality of videos are Old Spice’s “This is the Man Your Man Could Smell Like” and Chipotle’s “The Scarecrow”. The Old Spice video was viewed over 50 million times, increased its Twitter following by 2700%, Facebook interaction by 800% and its brand website traffic by 300% growing sales by 107% over the course of a month. Chipotle’s video was viewed over 14 million times on YouTube contributing to a 23.7% revenue increase. Why were both of these campaigns so effective? Because they told a compelling story, Old Spice in a humorous tone and Chipotle by eliciting emotion.
When Old Spice body wash was introduced in 2003, the product faced many competitors and was losing ground. So Old Spice did their homework and discovered that 50% of body wash purchases were made by women. Their creative agency produced a humorous monologue using attractive talent to persuade women that Old Spice was the brand for their men. They took a typical, low involvement purchase and made it something to talk about. The campaign positively impacted the brand by making it the #1 body wash to purchase and told a visual story that no matter what your man is doing, you want him to smell like Old Spice. It is the smell for any and every occasion.
Chipotle took a more emotional appeal with their campaign’s overarching message to “Cultivate a Better World”. The brand wanted to distinguish itself from fast food restaurants by taking a stand toward creating a sustainable, healthy food future. With a deep message as such, the brand needed to tell a story that had real impact and even though the video stirred up a little controversy amongst the food processing industry, the sentiment was positive overall. The campaign intended to impact the brand positively by positioning itself as the better food choice that cares not only about its customers, but also the environment.
Between the two, I think the more effective campaign was Old Spice. The brand took a creative approach to a not so creative product and I think the audience was more receptive to the humor as opposed to the emotion from Chipotle. In fact, my person opinion was that Chipotle’s somber tone was a little depressing and made me not want to eat anything produced from an animal. If Chipotle wants to stay in business, they should probably not dissuade people from eating.