The right audience? Video Marketing Examples #71

^{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.}

Think of a typical toy commercial and you probably think of something frantic, bright coloured. It breathlessly reels off dozens of cool features in a matter of seconds, aiming to engage and excite kids so much that they pester their parents to buy it for them. 

There’s actually a name for this: "pester power", or "the nag factor" is the "tendency of children, who are bombarded with marketers' messages, to unrelentingly request advertised items.”

But there’s another way. 

Ultimately the decision maker in this scenario is the parent. 

And the team at Barbie recognised this with their ‘A doll can change the world’ campaign.

Instead of focusing on the things that excite kids, these ads focus on things that are important to parents. 

The developmental benefits of playing with their toys.

By pairing these benefits with footage of kids playing, they were able to drive home a compelling message in a series of 6 second pre-roll ads.

 It serves two purposes:

• It gives the company much more of a ‘mission’: it demonstrates that they exist not just to sell shiny toys and make money - but to help young kids develop into better, more caring, more emotionally mature people.

• In doing so, it creates a much more powerful reason for parents to part with their money: not just to give them fun things to play with, but to make them better people.

Are you talking to the right audience?

Sometimes, in marketing, you can be too close to things. You can slip into tropes and cliches - doing things the way everyone does them, because - well - that’s the way everyone does them.

It’s always a good time to take a fresh look at how you’re communicating with your audience. Are you talking to the right people? Are you talking about the things that really trouble, motivate and inspire them? Are you giving yourself the best chance of cutting through? 

This is an exercise we do as part of every project we work on: dig to the heart of who your audience is, what problems they face, and how your product solves them.

If you’re interested in finding out more, click the button below, and let’s talk!