Best Of: Olympics Commercials

As the 2018 PyeongChang Olympics rev up, so are the sponsored advertisements. Because of the unique nature of the Olympics, advertisers who utilize this global event will likely see as much, if not more, success as they would advertising during the SuperBowl. In this age of digital advertising and savvy consumers, more and more brands are turning to brand videos instead of conversion videos. Here are just a few of the characteristics that make a great brand video:

  • Drives brand awareness without selling a product too hard
  • Convenient, online consumer accessibility
  • Tells a great story
  • Makes a bold statement

Through the past few decades, the Olympics have become one of the prime events for brands to tell their story and broadcast it to the world. So in honor of the upcoming Winter Olympic Games, we thought we would take a look back at some of the most successful brand videos that have been broadcast during past games.

 

  • P&G – ‘Thank you, Mom’

 

You’ve likely seen this commercial a handful of times since it was first broadcast during the 2012 Summer Games in London. While P&G has aired dozens of variations of this campaign, the same spirit of the ad rings true throughout them all — Olympic athletes would be nowhere without the love and support of their mothers. This highly successful ad campaign draws on universal themes like the lifelong strive for greatness, as well as the unconditional love we feel for our families. With these commercials, P&G emphasizes their family-first values and succeeds in associating their brand with family, positivity, and acceptance. Here are two examples of this exponentially successful campaign. We dare you not to shed a tear.

2) Hershey’s – ‘Hello from Home’

Hershey’s “Hello from Home” spot is the perfect example of producing a relatively low-cost spot that still associates their brand with an inspiring tale of triumphing against all odds. Featuring the Paralympic swimmer Mallory Weggerman, this spot tells the incredible story of how she turned to swimming after losing the ability to walk, while her family supported alongside every step of the way. While the spot highlights Hershey’s products for a brief moment, the attention is quickly turned back to Weggerman’s story and her family’s undying support.

3) Coca-Cola – “Taste the Feeling”

Does this title ring a bell? If so, it’s probably because you tuned in to the Rio 2016 games and witnessed Coke’s new spots featuring a contagious jingle of the same name. Coca-Cola spent over $100m to be considered a “Worldwide Olympic Partner”, meaning they were direct advertisers with the Olympics. This doesn’t include the actual cost to produce and air the ad on prime time television. While not many companies can afford this exorbitant advertising cost, we can give it up to Coca-Cola for creating a successful ad that left a happy, carefree jingle stuck in the minds of millions of viewers. Note the use of golden hues and smile-inducing visuals featured along with the iconic soundtrack. Once again, Coca-Cola makes it difficult not to grin while watching one of their videos.

4) Apple – “The Human Spirit”

We dare you to find one Apple commercial that doesn’t draw you in, whether it’s visually or emotionally. Apple’s ‘The Human Spirit’ ad made waves during the Rio 2016 Olympics for its striking visuals, all shot on an iPhone, against the compelling narration of Maya Angelou’s famous poem. This ad is a beautiful example that less can often be more when it comes to striking ad campaigns. What is even more intriguing is that an actual iPhone is not shown even once throughout the entire video. With “The Human Spirit”, Apple perfectly nailed the characteristics of a great brand video: bold and brand-focused while telling an incredible story.

5) United Airlines – “One Journey Two Teams”

This ad is one of our favorites. Even though this spot is much more technically sophisticated than the others, it tells a similar story of the USA athletes’ journeys to Rio in a more eye-catching way. While not quite as subtle with their use of product placement, this ad from United still puts the focus on the journey of the USA Olympic team. There’s no doubt that this bold, exciting ad drew the attention of millions of viewers during the Rio 2016 Olympics. While being a successful brand video, this ad is also just fun to watch.

Commercials aired during the Olympic games are some of our favorites, and it’s not hard to see why so many consumers respond positively. It has been said that the perfect TV commercial touches the head, the heart, and the funny bone.  These brand videos certainly connect at least one, if not all,  of these emotions.  If you’re hoping to reach similar levels of success, gathering inspiration from these Olympic brand videos is the perfect place to start. For more information about creating iconic and compelling brand videos, view some of our past corporate videos here and give us a call today!

How to Use Videos to Improve Your Brand’s SEO

SEO, SEM, SMO — what do they all mean? For those less familiar with these digital marketing terms: they are techniques used to increase a brand’s online presence.

  • SEO (Search Engine Optimization) is organic digital marketing using focused keywords and specific content to increase rankings on search engine sites such as Google.  This approach can be especially effective in allowing your content to be easily seen and shared online.
  • SEM (Search Engine Marketing) is paid digital (pay-per-click) advertising on search engine sites, such as AdWords.  This is a useful tool for promoting your content and ranking on the first page of Google.
  • SMO (Social Media Optimization) is the strategy of creating a large following on your social media platforms so that your content is easily shared and promoted by peers and consumers.

With over 2.3M Google searches being conducted by the minute, SEO, SEM, and SMO will improve your business’ online presence and can easily be found by consumers searching for a service or product you provide. If you dream of one day having your business appear on the first page of Google search or engaging high numbers of consumers on social media, continue reading to learn essential techniques for using video to improve your brand’s online presence.

 

  • Have a (SEO) Goal In Mind BEFORE Creating Your Video

 

Too often, brands lose faith in the power of SEO through video because they fail to clearly define their initial SEO goals. It is critical to decide BEFOREHAND what you want to achieve from the video content – generate tags and shares?  Target specific markets and demographics?  Promote brand exposure?  Increase followers and conversions?  If your video is made without an end goal in mind, it will likely fall flat, costing you time, money, and resources, not to mention poor ROI.

Generating social tags and shares along with building followers are two SEO goals to aim for, where utilizing video content is highly effective. We’re all familiar with viral videos– they generate an extremely high level of engagement in a short amount of time. However, now with millions of video content being uploaded every second, it’s becoming more difficult to make a video standout and “go viral”.  In order to help your video stand out from the competition and quickly gain mass followers, keep your consumers in mind. Whether it’s laughter, shock and awe, or pulling at their heartstrings, a good strategy for producing video content is aiming to evoke an emotional response.

While increasing online engagement is important, ultimately every business owner’s objective is conversion. Video has proven to be a highly effective method to turn website visitors into customers. Implementing videos on your website’s landing page and throughout other pages can help keep visitors engaged and persuade them to purchase or inquire about a product or service. Whether it’s a video highlighting a product, explaining the use of it, or introducing your brand, there are a variety of videos your business can embed online to increase online conversions. In addition to embedding, writing rich snippets can convince a consumer to visit your page and watch your video. If you make can make a snippet stand out from the other online videos, you’re that much closer to increasing your SEO and online conversions.

  1. Know How To Properly Optimize Your Content

Keywords, meta descriptions, optimized titles, and backlinks — these are just a few of the ways to tailor your video content for optimal SEO. Begin by choosing a focus keyword that best describes the theme of your video. If you’re a real estate agent and your video highlights the different ways a seller can stage their home to increase buyer interest, your focus keyword could be “staging tips”. Next, make sure this focus keyword can be found in all of the video’s details. Make sure both the video title and description include the words “staging tips”, and add “staging tips” as one of the keywords for the video. In the video description, you can include links that take a viewer back to your site to help promote your online presence and brand.

While these are some of the more basic ways to optimize for search engines, you can take your SEO efforts a step further. To optimize for all of the content in your video, you can include a transcript of your video’s audio within the video description. This can really help further its relevance and increase your search result rankings.

The bottom line is the more (relevant) online video content you have, the more it will help improve your brand’s ranking on the first page of search engine sites, such as Google. For help creating high-quality videos that will improve your brand’s SEO and maximize your reach, give our team at Windward Productions a call today! And to read more tips on using video to promote your brand and increase online traffic, read some of our past blogs here.