Barf 🤮: Video Marketing Examples #160

^{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.}

Wanna learn about a brand that used video storytelling to achieve…

• 650m+ impressions in 3 weeks

• 23% lift in brand engagement

• 10,000% performance against benchmark data

• 26% lift in sales on Amazon

…and the unusual approach they used to achieve it? Read on!

Ok, so the brand in question is Dramamine.

For the uninitiated, Dramamine is a motion sickness medicine brand that prevents the nausea and vomiting you get while travelling.

In looking to promote their brand, they decided to create a mini-documentary (approx 13 minutes long) - and they found a really cool, super-niche storytelling angle to do it.

Think about this: every great product or service renders something obsolete.

It’s like the famous Henry Ford quote - “If I‘d asked people what they wanted, they would have said faster horses.”

In the case of Dramamine, if nobody gets motion sickness anymore - then there’s no need for the ‘old’ way of dealing with motion sickness. Namely - the notorious ‘barf bag.’ 🤮

And it turns out there’s actually a barf bag community out there: full of enthusiasts, collectors and hobbyists who share a passion for collecting, trading, and discussing these unique travel artefacts from around the world.

What looks like a simple paper bag to you and us, with a necessary but pretty unpalatable purpose…is regarded by others as a bona fide cultural icon.

Dramamine decided that this was a story worth telling.

Here’s a case study exploring how it all went down…

And here’s the full, feature-length thing if you feel like watching it!

Feeling inspired?

So just what can we learn from this example?

• Your story isn’t just about your product, service, invention or idea. It’s also about the story of what that replaces. Out with the old, in with the new: there’s real human interest in the idea of progress. There’s also massive value in the power of nostalgia. And telling this story can also subtly big up your product.

• Longer-form videos can work when it’s entertaining and tells a story. It’s doubtful anyone would watch a 13 minute+ video that solely focused on the ins and outs of the features and benefits of Dramamine. But more than 230,000 people have watched this mini-documentary - because it’s fun, interesting, entertaining and not overtly promotional.

• In the end, it’s always stories that sell. And there’s NO tool better for storytelling than video!

Want to explore how to tell YOUR story with video, and not quite sure where to start? Click the button below and let’s chat.