Banned - Video Marketing Examples #127

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

It’s incredible how much the best ads can do in (just over) 60 seconds - and often shorter.

This example shows how much impact a minute can make.

Against the backdrop of a spike in books being banned and removed from library shelves, The Digital Public Library of America launched a free Banned Book Club e-reader app  which provides geo-targeted access to banned books.

And what a job the video does of telling that story - not just what but why and, crucially, why the viewer should care.

This video transcript tells an impactful story in a short time by using effective storytelling techniques:

• Hooks the audience immediately with a compelling conflict - "intellectual freedom is under attack." This sets up a battle between censorship and free access to information.

• Quantifies the problem. Uses concise facts and figures to actually put numbers to it - "more than 2,000 libraries had to ban books."

• Questions. The video poses a rhetorical question - "what are you going to do with [banned books?] This prompts viewers to think critically.

• Answers its own question with a striking visual - "I would burn them." Conveys the censorship threat clearly.

• Introduces the Banned Book Club as the solution and hero. Explains what they’re doing ("fighting back") and how they’re doing it (geo-targeting).

• Persuades. The book never loses sight of its mission, with persuasive language - "keep these books available to everyone" appealing to ideals of free information.

• Calls to action. Encourages viewers to get involved.

Overall, it's an excellent example of compact storytelling. By focusing on essential elements like conflict, concise facts, vivid language, and clear resolution, it conveys a complex issue powerfully in a 60-second timeframe. 

Feeling inspired?

60 seconds doesn’t sound like much but, take it from us - and from this example - it’s enough to explain what you do, why you do it, and why the viewer needs to care. 

Ready to tell your story? We’re just a click away.