As discussed in previous posts, now is the time to attack your video content strategies head on. With more users interacting with videos than ever before it is even more essential that you have clear, useful videos for your new and old customers to experience. Personalised videos are the next step up in video content strategies. Their aim is to provide you with video content which is personalised to you, the viewer, individually. The first personalised video content campaign was created by Facebook, which urged customers to view their Facebook highlights in video form. This campaign resulted in 200 million people who downloaded, watched and shared their journey. This kind of content brings a human touch to your audience. So without further ado let us present to you, our examples of successful personalised video campaigns.
Take a little from a lot. Online booking site Travelocity discovered this with a hugely successful campaign. They urged followers to tweet where they wanted to go using the hashtag #Iwannago for a chance to win a dream trip. The company replied to only 60 tweets with a customised personalised Vine video however over the following 24 hours they received the most mentions ever in a 5-year history of the account with 34,517 new followers. What made this campaign successful was the personalised qualities. The campaign brought customer and brand together with a few simple personalised videos.
Another example of simple, yet effective personalised video content campaigns was Poland’s Orange Telecom and their message to existing customers. Around 2000 customers whose contracts were nearly finished received a personalised video which discussed their current payment plan, usage patterns and billing in an attempt to personalise the customer’s experience. The customers were then offered an upgrade based on their findings. The results were staggering; every single video was watched on average at least twice. A third of those who watched proceeded to the order form. The creator of the campaign suggested that it cost the company £5000 to create, a small sum when compared to the returns.
Our final example of successful personalised video campaigns comes from Cadburys. They collected data from their users Facebook profiles which resulted in a personalised video filled with photos and other personalised information. The video concluded by revealing the customers best match in dairy milk products. This campaign was successful as consumers love to learn about our personal preferences. It feeds into an element of narcissism that we enjoy. The Cadbury campaign obtained a 65 percent click-through rate and 33.6% conversion rate.
So what can we take from these findings? When should you implement personalised videos? It is suggested that great times to implement personalised video content are during anniversaries, welcome emails or upselling (as proven by Orange in Poland). These small campaigns can mean a lot to customers who often see organisations as faceless monsters. By personalising a video to them, you are bringing your customers closer to your businesses human side.