Consumer brand marketing made creative by Honda

We look back to 2003 and Honda were struggling to make a sustainable impact in the European markets so turned to brand marketing . They had seen a decline in sales since 1998 and their 2nd position to Toyota had been lost to Nissan. Japanese car placement in the European market was essential, and Honda needed to make a bigger splash with a smaller pebble. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/]

The Play

In 2001 that Wieden+Kennedy proposed to Honda a new advertising strategy based on the company's Japanese motto, "Yume No Chikara" ("Power of Dreams"). The stated goal of the campaign was to increase Honda's share of the UK market to five percent within three years and to change…

Chart of the Day: The top 25 YouTube channels according to their number of channel subscribers

With almost one-third of the entire internet using YouTube and the platform predicted to grow a further 6.6% in 2019 compared to this year, its no surprise that some accounts that opened at the height of the platform reaching mainstream popularity, have experienced exponential growth, with the platform. In today's Chart of the Day, we look at the top 25 YouTube channels by subscribers. While celebrities and musicians have armies working behind the scenes to create exposure for their brands, what's truly remarkable are those individuals that started with an idea and not much else, and still managed to shatter worldwide records with reaching global audiences and convincing them to subscribe to their YouTube channel. One such person is PewDiePie.…

Netflix's PR strategy is shown perfectly in "A great day in Harlem" video marketing campaign

On June 28th Netflix released the unannounced video marketing campaign entitled, "A great day in Hollywood". It comes off the back of the noted and soaring success in giving a platform to black actors. Netflix has taken the step to highlight its diversity in this area in a Hollywood that has been recently lambasted for its lack of it. [si_guide_block id="82119" title="Download FREE Resource – 10 common social media marketing mistakes guide" description="Our actionable guide to avoiding common social media marketing mistakes to help you avoid the pitfalls that limit engagement with your target audience."/]


The video is made up of the lead black characters from its vast array of shows, films, and documentaries. The campaign is narrated by Caleb McLaughlin of Stranger Things and pans back from his face to show the…

Five practical steps to improve your video SEO and align objectives with strategy and tactics

Video is becoming an increasingly important element in the modern content marketer’s toolkit. When we consider that YouTube alone is the world’s second largest search engine in the world, there’s a breadth and scale to video that marketers can’t ignore. ‘How-to’ videos, in particular, are very popular and something that brands can take advantage of in order to appeal to their own prospects and customers: Whilst the creation of great content itself is essential, it’s equally important to ensure that the content can be found by your target audience. Search engine optimization is one of the most effective ways of boosting the discoverability of content and a topic covered in depth on Smart Insights previously. Whilst many SEO techniques can be…

Are you using YouTube to market your business?

As one of the biggest search engines in the world and the second biggest website in the world, it’s definitely the place to be. A YouTube channel can help you reach a much wider audience, generate more traffic, more engagement, and more leads and conversions.

So since we’re in the age of video marketing right now, here’s how to become a better YouTube marketer:

Start by developing a schedule

Consistency is always important in content marketing, but it’s really important with YouTube marketing. If you’re posting a video now, another one in a month, the third after another couple of months and so on, you won’t be able to get very far or get subscribers or traffic.

The first step in building a successful YouTube channel is a posting schedule; determine a realistic frequency and plan your content ahead…

Embedding a video on your site can increase conversion rates by up to 80%!

Over the past few years, video has steadily become a more important element of digital marketing. With many social media platforms introducing increasingly video-focused algorithms, social video is fast becoming the most visible aspect of social media marketing. Some companies have also been leveraging video in their email marketing, in some cases resulting in a 96% higher click-through rate. If used strategically, video marketing can benefit to your business tremendously. It has been shown to have a fantastic impact on ROI with a proven track record of boosting brand awareness, increasing lead generation and improving conversion rates. This useful infographic from One Productions will guide you through the process of planning your next video marketing campaign. It provides a practical advice on how to calculate your ROI as well as a useful break-down of the video metrics…

A website video is just the tip of the branded-content iceberg

Gone are the days when a single video on your website would help you stand out. Brands have been using video content to capture the attention of consumers for decades. Perhaps a friendly lizard and a slightly annoying duck come to mind? The concept of the company website itself emerged in the mid-90s, and by the turn of the millennium, it had become a basic requirement for anyone running a business. What began as a novel way to explain what your business offered is no longer enough. Today, in addition to a website, you must develop a strong presence across multiple social media channels and a well-orchestrated content marketing strategy to help you share information and engage prospective customers and clients. [si_guide_block id="85104" title="Download FREE Resource – Top 10 common content marketing mistakes" description="Grow your audience and build interest and leads by…

The latest trends and innovations using VR / AR and interactive video to keep an eye on in 2018

Video is by no means a new marketing innovation, but it seems to be on the rise and considered the number one content consumption channel. It is still regarded as a highly popular method to distribute content to increase engagement rates across all digital channels. According to HubSpot's State of Inbound 2017 report, video is the main disruptor for marketers, yet YouTube and Facebook video are the 2 most popular distribution channels that marketers want to introduce into their strategy in the next 12 months. However, it is important that these trends that are most popular are developed further with new and innovating ways to keep consumers engaged. [si_guide_block id="79375" title="Download Member Resource – Marketing Technology and Media Innovations guide" description="The…

Chart of the Day: Importance of video in digital marketing

As marketers find newer, more creative ways to attract audiences, video usage is becoming a key scope of interest for revenue growth. Video is no longer considered a niche skill or category when trying to expand the types of content that your company can produce. The costs and skills required for video production have gone down tremendously in the past years, making it a highly efficient way of communicating your brand’s story. Alongside the power of visuals, videos can also be used to create an engaging narrative that not only draws the audience in but also helps build relationships with your consumers and prospects. “The State of Video Marketing 2017” study reported that for the fourth consecutive year, over 90% of participants have said that video is becoming more and more important as a form of marketing content. …

Plus examples of what make an effective explainer video

Oscar Wilde used to say that experience is the name we give to our mistakes. However,  you don’t need to be as seasoned as good ol’ Oscar to know that. When it comes to video marketing, you can’t afford to make those mistakes in the first place. Especially when it comes to creating explainer videos. Developing explainer videos capable of summing up who you are in under 90 secs can be truly challenging. You can’t go into it blindfolded and full-out swinging – you need to have some certainties from the get go. But before diving into the specifics and giving you some much-needed insight on the things that you should never do, there’s a question that perhaps you might be asking yourself right now:

Where exactly do explainer videos fit into my marketing strategy?


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