The power of 10 seconds: Video Marketing Eggxamples #17

^{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.}

What can you do in 10 seconds? Not much, right?

Tie your shoelaces? Peel a banana? Maybe crack and whisk an egg...

Well, on the subject of eggs: what if we told you that, actually, 10 seconds was enough time to dramatically differentiate your brand - so that next time your customers see your product next to your competitors, they’re more likely to choose yours?

Our eyes were caught recently by a super-slick animated video ad campaign run by the Happy Egg Company.

At a surface level, we were struck by the beautiful design, striking colour palette - and razor-sharp messaging - which manages to pack a great deal of story and nuance into just 10 seconds per ad.

Here are a few examples.

But it got us thinking about the general power of branding, and its ability to differentiate even the most humdrum product from its competitors.

Really, can there be a better example of that than...eggs? 

Sure, they’re delicious. Nutritious. A well-loved staple of the breakfast table.

But if you’re selling eggs, you’re, in most ways, selling the exact same product as all the other guys on the shelf. 

So how do customers decide which eggs to buy? 

Price is certainly one factor. But a quick, and fairly unsophisticated, bit of primary research reveals that Happy Eggs retail at one large UK retailer at 27.5p per egg, vs. 15p per egg for their own-brand label. 

So why would you pay more? Quite simply, that’s the power of branding. And it’s the power of animated video ads.

Each of these 10 second videos plants a ‘seed’ in the audience’s head. Each ‘seed’ is a powerful and important message about animal welfare, product quality, and value for money.

These messages are powerfully packaged in a bright, striking yellow - which matches The Happy Egg Co. packaging. (Every creative decision in an animated video, in fact, can be calculated to amplify brand distinctiveness.)

So, next time the viewer comes to the egg shelf in their local supermarket, all those ‘seeds’ are already planted. They associate that product with luxury, quality and animal welfare.

And, quite simply, that’s why the Happy Egg Co is happy to spend £1 million on 10 second TV video ads (plus a bunch of 6 second cuts for use as YouTube pre-rolls, in case you thought 10 seconds was too long!)

Feeling inspired?

So, time to get inspired. We’re curious: what would you say if you had just 10 seconds? What ‘seeds’ could you plant to set your brand aside from your competitors? And could animated video be the tool you’re looking for to help you tell just the right story?