Where values and value meet: Video Marketing Examples #123

^{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.}

Doing well by doing good isn’t just a slogan; it's a wildly successful strategy for successful businesses all round the world.

And, make no mistake, there are times when you can DEFINITELY do both.

Here’s a perfect example:

Decathlon Canada's impactful 36-second ad takes a minimalist approach to address the issue of bike theft in Toronto.

With no voiceover, the ad relies on music, typography, and compelling B-roll footage to convey its message.

By highlighting the staggering statistic that over 4000 bikes are stolen in Toronto each year, the ad showcases Decathlon’s commitment to making sports accessible, while offering a solution.

To pull directly from the script: “Because it's our mission to make sports accessible, we can't let it slide."

The ad invites individuals who have had their bikes stolen to bring their police report to one of Decathlon's six stores in the GTA for a discount towards a brand new bike.

This approach not only helps drive ~4000 potential sales per year (!) - but also reinforces Decathlon's values and mission of supporting their community.

This strategy demonstrates how societal trends - good and bad - can be used as opportunities to reinforce brand values and drive sales.

By addressing a prevalent issue and offering a tangible benefit, they build a strong connection with their audience and generate positive word-of-mouth.

This approach may involve short-term financial sacrifices - but there’s no doubt it can also lead to long-term growth and customer loyalty.

Feeling inspired?

As marketers and business owners, it’s often an idea to consider how negative trends or societal challenges can be transformed into meaningful campaigns that align with your brand's mission and values.

By leveraging such issues, you can create initiatives that resonate with your audience's needs and aspirations while fostering a positive reputation. Yes, you’re doing good - but again, this can also help you do well. Win win!

Take a few minutes today to reflect on your own mission and values and explore how you can turn negative trends into opportunities for your brand, in a way that overlap with your product or service.

While it may involve some initial financial sacrifice - it’s almost always the case that the long-term benefits outweigh the smaller margins…

It can help you connect with your audience on a deeper level, showcase your commitment to making a positive impact, and inspire loyalty and growth.

Ready to make a difference?

Start the conversation and discover how you can leverage negative trends to reinforce your brand values and drive business growth!