Me, Me, Me: Why Personalised Video is So Absorbing

In Animation, Technology, Video Strategy by Denis MallonLeave a Comment

What’s the most interesting thing online? No, not Fortnite Porn, The Bake Off’s Vegan Week, or even Will Smith’s Bungee Jump.

The thing that you’re most interested in is you.

That’s why you love being tagged in Facebook photos, getting your Netflix recommendations, and discovering which Friends character you are.

We see this reflected in video marketing too. When brands combine the narrative of video with the intimacy of personalisation, there follows a unique opportunity to form an emotional connection and relationship.

How are big brands using data storytelling, to harness behavioral data and automation and create intimate video experiences? Let’s take a look at some of the best examples.

 

Facebook “Friends Day”

Facebook is certainly not shy about collecting their users’ data. But their series of short personalised videos shows how this can sometimes capture the imagination rather than raise privacy concerns.

The social network have created a collection of dynamic animations, celebrating the small but important occasions we love to remember.

In this example, Facebook automagically generated personalised videos for users, celebrating long running friendships in a fun and shareable way.

Using photos and updates from users’ archives, Facebook created an intimate account of how real-life relationships and experiences exist online.

Sure, the dynamic nature of the technology can cause it to backfire. But for many these are an inspiring reminder of how sometimes Facebook does get it right.

 

Rice Krispies “Back to School”

In a sign of things to come, Youtube have recently introduced personalisation technology in the form of Youtube Directors Mix. This tool aims to make targeted video more accessible, tapping into the behavioral data available on the Youtube marketing platform.

When Rice Krispies set out to promote a new “write-on” feature of their packaging, they saw a great opportunity to use the power of personalisation.

In a pre-roll sting, viewers watch this short ad, featuring a targeted message that reflects their own personal interests. Their previous browsing history drives the technology.

Over 100 different versions of the messaging were created, demonstrating how the same video can speak to many different people in a very personal way.

 

Spotify “2017 Wrapped”

Ok, this one’s not really a video, but we couldn’t resist it.

For their end-of-year campaign in 2017, Spotify released a new feature. 2017 Wrapped is not so much a summary of your listening, as a personalised celebration of how you enjoyed music throughout the year.

Spotify users were treated to a personalised microsite with a beautifully told story generated by user data. Not only were we given insights to our listening data, but also a fun quiz, and a shareable graphic.

It’s this shareable element where the genius of 2017 Wrapped really shines – by tapping into the emotional and often egotistical relationship we have with music.

While many news outlets and brands clamoured to brag about their impeccable music taste, others found the results vaguely embarrassing. Either way, the overwhelming press coverage demonstrates how many people are using Spotify as their primary hub for digital music.

 

Barclays “Personal Loan”

What makes more sense for personal loans, than a personalised video?

For this targeted campaign, Barclays found a way to get their customers excited about loans. They sent them a video about something that really interests them: themselves.

The brand created videos for 180,000 customers, using over 40,000 variables, outlining a unique loan offer for every customer.

Admittedly, the video does overly rely on the “your name here” gimmick. But having a provisional loan amount, tailored for every customer, is a smart example of using data to offer unique value.  

 

Nike+ “Outdo You”

One of the early examples of personalised video, this campaign used the wealth of data gathered from wearable Nike+ devices. These customised videos reflected individual users’ running experiences from the previous year’s activity.

The campaign saw the automated creation of over 100,000 animated videos that utilised location, weather, activity and movement data. Consequently, people around the USA got to see action in their own city, in the same conditions they themselves ran.

By using rich targeted data, Nike went further than the simple novelty of adding users names into videos, producing pieces that are truly engaging and shareable.

The brand also managed to avoid crossing the creepy line by using only running data that the users would expect them to gather, providing real value with the result.

 

Well Chosen Data

We’ve taken a look at how the best brands are using personalised video to target users and deliver highly individual experiences.

The best examples are when companies use well chosen data that avoids privacy concerns to tell a fascinating personal story.

As we see better tools becoming available, expect to see more great examples of personalised video marketing as brands use data to add value and create engaging experiences.

Are you interested in the power of personalised video? Get in touch with Stampede now to discuss how you can speak directly to your customers.

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