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- How Bulb lights up their audience with video: Video Marketing Examples #5
How Bulb lights up their audience with video: Video Marketing Examples #5
Adam Hayes
November 17, 2020
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.
Do you stand out in your niche? Are you trying to unseat old, established competitors?
If so, you might want to follow some of the examples set by Bulb - the UK’s fastest-growing energy supplier - which has truly disrupted a highly-established, mature market since setting up just five years ago.
And video is right at the heart of that achievement…
From offbeat, eye-catching video ads, through to instructional ‘how-to’ content, via powerful, emotive video testimonials and employer branding content, Bulb uses video throughout the user journey to build a real sense of a vibrant, holistic brand - with a purpose and a soul.
Offbeat ads on TV and beyond
Taking a look at Bulb’s TV ad campaigns, a few things spring to mind that help communicate a lot about the brand. They’re quirky, vibrant, simple - and relaxed in tone.
Given that part of Bulb’s mission is about making it easier and less stressful for people to switch energy provider, you can see how the idea of calm, ‘light entertainment’ video ads would really work. Why would you want frantically paced, overly salesy video ads when you’re trying to communicate that you make life easier?
Click the images below to watch 3 of their recent TV ads...
From a design perspective, the vibrancy of the colours used (always based on a background of neon hot pink) offers further evidence that this brand is a ‘little different’ from many of its competitors, which often stick to ultra-safe, conservative colour palettes and graphic styles.
TOP TIP: Don’t be afraid to be different. Take a look at your competitors’ latest ad campaigns and, as a starting point, consider what’s the MOST different you could be? How do you make it totally clear to your audience that you represent something different, something better, than what the competition do?
Video testimonials with extra ‘mission’
Bulb has created some powerful video testimonials from some stellar brands, highly-recognised in the UK and beyond, such as Innocent Drinks and Ella’s Kitchen.
Click the images below to watch 2 of their video testimonials...
Scratch the surface and these are even more powerful than they seem.
Why? Well, ethics and sustainability are big parts of the Bulb brand.
‘Purpose’ is very much front-and-centre - 100% renewable, 100% carbon-neutral, public commitments to fighting climate change, paying the Living Wage and even a charitable arm which collects £2 for every new account signup.
And if we look at some of the brands featured in these testimonials, they invariably share these qualities. Most importantly, a commitment to environmental sustainability is part of their identity.
These don’t just build credibility for the brand (presumably helping generate more B2B accounts.) They just continue to reiterarte the ethical side of the Bulb brand itself.
TOP TIP: When creating video testimonials, don’t just think about the words the customer uses. Think about what their brand stands for, and how closely that aligns with a) the types of customer you want to attract, and b) the overall message you want to associate with your own brand.
Instructional/How-to videos
Part of Bulb’s offering is an in-home display device, which allows people to track their energy usage and cost in real-time, saving money and improving energy efficiency.
This is a great differentiator from many competitors - but its full value relies on the user’s ability to control and understand it.
And so, we see they’ve created a short series of instructional animated demo videos. These are super short - 45 to 60 seconds - and just demonstrate in clear detail exactly how to set up particular features of the device.
TOP TIP: Don’t just think about what customers can do with your product. Consider using animated demo videos to make sure they know how.
Employer branding
When it comes to video content, too many brands think exclusively about customer-facing content.
What they perhaps don’t appreciate is that video can serve a variety of other purposes too - including, as we see here, attracting top talent to come and work for the company.
Again, this content sells the value of ‘purpose,’ - with team members repeatedly talking about their pride in being part of achieving positive change in the world.
Click the image below to watch one of their employee onboarding videos...
TOP TIP: Showcasing your team is a great way to give a face to your brand - building rapport with your audience, and building powerful social proof to help attract great people to work for you. Your team extolling your virtues as an employer is infinitely more powerful than you doing it yourself!
Using video to stand out
What stands out about Bulb is how different they are from their competitors. They were founded to disrupt an industry - and isn’t that just immediately clear, from the way the brand looks, feels and communicates?
These decisions are all consciously built through every aspect of their brand - from the colours, to the fonts, to the actual types of video content used.
So, to recap our takeaways.
Being different, visually, linguistically, in the content you create, is scary - but can pay off handsomely. First impressions count: make sure your audience knows immediately that you’re not just another ‘me too’ product or service.Consider using video testimonials and case studies to tell your story - and particularly leverage brands who share elements of your mission.Use demo videos to ensure your customers know exactly how to unlock full value from your product or service. Show off your team and your culture to attract top talent - and give a face to your brand!
Feeling inspired?
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