Purpose Before Product? Video Marketing Examples #63

^{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.}

In today’s noisy, mega-competitive - socially aware - world, it’s never been more important for brands to stand out. 

And the way many of them do it is by choosing to stand for something.

In a departure from the classic pillars of advertising, we see lots of companies creating ads that hardly focus at all on product, and instead go ALL IN on purpose, as a point-of-difference.

Step forward Faith in Nature with the latest example.

Their playful, whimsical, colourful What Would Nature Say? campaign landed earlier this month…and has major Dumb Ways to Die feels.

It’s a catchy, entertaining earworm of a video that features its own custom-made song - but only fleeting looks at a couple of Faith in Nature products.

And yet it leaves you in no doubt what sort of brand you’re dealing with. Whatever else you think about it, it’s clear that the video reinforces a social stance in a way that’s fun - not preachy. AND you can easily imagine it circulating between friends in the way that viral videos often do.

With all that said, you’ll probably belong to one of the following schools of thought: 

• One, the video doesn’t convey nearly enough information about the company and its products to justify the investment.

• Or two, that, when it comes to ethically-motivated customers, the clearly-defined environmental stance could well make all the difference next time they have a purchasing decision to make.

What do you think is more important? Product, or purpose?

Feeling inspired?

However you feel about it, what this campaign DOES demonstrate is that, when it comes to expressing yourself through animated video - there’s more than one way to peel an orange! 

Whether you’re looking to go heavy on purpose, or - indeed - double down on product, our team is here to make it happen. 

Give the button a click and let’s chat!