Cost competitiveness

Online video has the unique potential to combine a very low cost of contact and relational quality.

Cost competitiveness

Low prices and high quality

This summary the tour de force that allows a Brand Content strategy (brand content) intelligently designed and conducted.

Get a cost per contact potentially very low, and at the same time, have particularly positive impact and exposure quality. These are the goals that you can achieve when you use content that develops a coherent story with your brand values.

Limit the cost per contact

Brand Content is designed to be interesting by itself, unlike advertising which parasitizes content sought by spectators. Thanks to this special nature, you no longer have to pay a media to capture a portion of its audience; your video is a centre of attraction that brought the audience to him.

In practice, the public still needs to be informed of the existence of your program. This information has a cost, although much lower than purchase of classic space (read the page the effectiveness of Brand Content thereon).

Viral marketing

If your content meets the expectations of your community of customers, you can dramatically decrease the cost of contact with virality. Indeed, the hearing of Brand Content is not purchased, but obtained through recommendations. Each spectator seduced that can turn into your brand Ambassador, circulating your message in its network of knowledge, real or online.

Create a high-quality relationship

Your online video program combines the positive effects on memory, and the image of the brand, which are without common measure with the effects of a traditional advertising campaign.

Brand Content allows a longer exposure to your brand message

This is explained by exposure to Brand Content programs longer than during an advertising message. The consultation of a site, the use of a game or play a video will often last several minutes, when the purchase of space offers a contact with a maximum duration of 30 seconds.

Ideal demonstration of Permission marketing, the hearing of your program is a voluntary approach of visualization. This volunteering ensures your message attention than that given to sustained commercial messages.

Unlike in the context of advertising, the audience of a program's Brand Content is not passive. Most often, there is an interaction that is more or less developed (visit in-depth a site, game, reading and video replay, using the functions of recommendation,…).

Brand Content programs often rely on humor, innovation, surprise or self-deprecating. While these editorial choices sometimes have specific risks if they are used indiscriminately, they have the advantage of generating sympathy for the brand capital.

These Brand Content-specific qualities are important factors to take into account when assessing results and the effectiveness of your communication. Thus, to reduce the effects of your programs with the equivalent of buying TV space or space display Internet hearing you would lead to distort your return on investment calculations, omitting value absent assets of traditional methods of communication.

Lower the (financial) barrier of entry

The amount of the budget allocated to a program's Brand Content is much less correlated with the hearing expected for an advertising investment. Indeed, it is above all the creative idea and quality of production which makes the success of hearing your program.

"Will it blend?" series for the company Blendtec
"Will I succeed to mix this iPhone?" The response in the very small budget "Will it blend?" series (100 episodes and 150 million of viewings!).

Obviously, the amount of the budget plays a crucial role in the creative choices and quality of execution. However, it is possible to get a very important audience with reasonable budgets and even sometimes very reduced. Among other things, the success of the "Will it blend?" series is an exemplary illustration. Made for a pittance, this series became known with the episode where the tester of the mixer is the question: "Will I succeed to mix this iPhone with my Blendtec?". The answer is 'yes', and the result is nearly 10 million of viewings on YouTube for this episode, and 150 million for the whole of the 100 episodes of the series.

That said, it should be noted that a spectacular success is not reproducible for sure, as a share of luck comes into play in how the public responds to your communication.

Is that proof is made that there is no real financial barrier to the use of the Brand Content. The limitation of budgets is a handicap, but it is not an insurmountable obstacle. A team of motivated creation will find even sometimes a source of inventiveness.

Promote the brand to all stakeholders, including internally

Brand Content is by itself worth editorial making it a centre of interest. One of the positive effects resulting therefrom is the employees of the brand that communicates through this. The value of the program is transferred to the mark, and the aura trademark greatly helps the sense of pride of the employees.

A successful program that does talk about him and who exudes sympathy capital, contributes to the strengthening of team spirit. This feeling has given echo programme, and in particular of relatives or acquaintances of employees who will bring it up in conversations.

Video bonus

Below, watch a video where happy the "Will it blend?" series creators tell their stories, and how a few videos posted on YouTube blew their turnover! (video in English without subtitles…)

Interview with the creators of "Will it blend?"
Happy the series creators tell how she did explode their sales!

Read also:

Efficiency    Affinity and membership    Memorization

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3TOON produit des films et dessins animés publicitaires depuis 1999 pour des marques telles qu'EDF, Air France ou La Poste, ou bien des PME plus modestes comme Bruneau ou OneDirect. Contactez-nous pour discuter de votre projet vidéo.

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  • CLIENTS GRANDS COMPTES

    Air France - La boutique en plein ciel

    AIR FRANCE

    Air France fait la promotion des ventes à bord de ses avions avec ce tour du monde en dessin animé.

    La Poste et sa filiale Maileva - la tétralogie

    LA POSTE

    La Poste commande 4 dessins animés pour une gigantesque opération d’e-mail marketing sur 300 000 contacts professionnels.

    Spot télévisé Société Générale

    SOCIÉTÉ GÉNÉRALE

    Spot télévisé pour une campagne de communication sur le partenariat “assurance” réalisé avec le groupe Axa.

    Sanofi Aventis - Adieu le palu !

    SANOFI-AVENTIS

    Sanofi Aventis lance une campagne de prévention du paludisme à l'aide de ce dessin animé éducatif sous forme de conte musical.

    EDF - Lumière sur la facture

    EDF

    EDF met les choses au point au sujet de sa nouvelle facturation en euro...

  • TECHNIQUES D’IMAGE

    Dessin animé 2D

    DESSIN ANIMÉ 2D

    Pureté de la ligne et des couleurs pour un message synthétique et direct.

    Animation 3D - images de synthèse

    ANIMATION 3D

    L’image de synthèse offre toute la liberté permise par l’animation, en y ajoutant un degré de réalisme proche de celui des prises de vues réelles.

    Motion Design

    MOTION DESIGN

    Le motion design est avant tout un style d’animation qui combine des éléments visuels, du texte et des effets sonores pour raconter une histoire ou communiquer des idées complexes.

    Cartes animées

    CARTES ANIMÉES

    Les cartes animées restent toujours aussi populaires auprès des internautes grâce à la personnalisation qu'elles offrent, surtout quand arrive le moment de souhaiter la bonne année.

    BD (Bandes Dessinées)

    BD (BANDE DESSINÉE)

    Grâce à la BD, votre message peut toucher votre public par un média différent et vous améliorez ainsi la couverture de votre communication.

  • VOS OBJECTIFS

    Objectif VENDRE

    VENDRE

    VENDRE ! C’est la priorité numéro 1 de toute entreprise commerciale ! Découvrez comment vos vidéos peuvent vous y aider.

    Objectif INFORMER

    INFORMER

    L’animation en ligne est un moyen efficace de relever les trois défis de la transmission d’une idée. En effet, comment être sûr que votre message soit à la fois perçu, compris et accepté ?

    Objectif LANCER UNE MARQUE

    LANCER UNE MARQUE

    Pour faire décoller le chiffre d’affaires, et devenir une marque de référence, il est crucial de développer sa visibilité ! Voici une check-list qui vous permettra de l'obtenir pour votre marque.

    Objectif E-LEARNING

    E-LEARNING

    Vous êtes sur le point de lancer votre offre de e-learning, et vous voulez qu’elle se démarque de la concurrence et atteigne un niveau supérieur ? Alors l’animation est la clé pour y parvenir.

  • MOTS-CLÉS

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