Where to Settle? Video Marketing Examples #130

^{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.}

Video marketers have many different tools at their disposal, from short-form video like pre-roll ads and explainer videos through to longer, documentary style content. 

One video type that’s often neglected is the video case study. 

And it’s a shame, because they can be super powerful!

Case studies are a little bit like video testimonials in that they tell real-life success stories. 

But where they differ is that it’s from the brand’s perspective, rather than the customer’s - outlining the challenge, the process of coming up with a solution, and, ultimately, the benefits. 

These videos make a huge impact - creating a window through which the world can see the positive impact your brand creates.

Mastercard's "Where to Settle" is a great example, with many lessons for other brands.

Why does it work so well and what can we take away about the power of case studies?

• It builds the problem. With powerful news clips and text-on-screen, the true scale of the unfolding crisis following Russian forces’ invasion of Ukraine is laid out.

• It shows the process. Against this backdrop, we’re told exactly how Mastercard helped: Mastercard quickly built the "Where To Settle" platform, combining its data with info from Poland's government to show cost of living, jobs, and housing in different areas. The platform recommends specific towns suited to each refugee family's needs and preferences. Mastercard worked with Polish local leaders to promote their cities and towns to refugees. This helped change perceptions so Polish people saw how refugees could also help Poland's workforce and economy.

• It underscores brand values. “As a brand that believes in economic inclusion for everyone, Mastercard had to step in.” 

• It showcases the success - with proof! Showing news clips and newspaper headlines, the video clearly demonstrates the real world impact of this work. "Ukrainian refugees could add 3.5% to Polish GDP." 

• "Mastercard Supports Ukrainian refugees in Poland by finding affordable housing through new site." 

• "Refugees will lift economy's potential." 

• "Ukrainian refugees satisfy growing demand for Polish workers."

Feeling inspired?

This example offers a great blueprint for your own success with video case studies.

✅ State the problem as emotionally and impactfully as possible. Get your audience to care.

✅ Show exactly what you did to help - be specific about the inner workings of your planning process, and how your plan was put into action.

✅ Underscore your brand values: tie back your actions to your wider value system as a brand, and show how they align.

✅ Showcase the success with proof. Use numbers and evidence to show off the impact and create the ‘happy ending’ your story deserves.

Doing all these things gives you a guaranteed winner of a case study video. These videos, executed properly, highlight a brand's commitment to meaningful impact while engaging customers, team members AND a wider audience.

Customers (and potential customers) find trust and relatability in this sort of content, while, internally, it can help foster team pride, purpose, and collaboration, fueling job satisfaction and innovation.

We’d love to help you get started with case studies - click the button and we’ll talk you through how it works!