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Three Innovative Short Video Case Studies
2020-11-20
How can your marketing videos grab viewers' attention?
We analyzed three short videos that sparked significant reactions on social media to explore their features, stories, and audience appeal. These examples reveal that, especially in the post-pandemic era, brands are increasingly focusing on emotional storytelling to connect with people. Let’s take a closer look at these three innovative short video examples:
1. Thank You For Not Riding | Uber (https://bit.ly/3pKYRxr)
Released in April 2020, during the height of the pandemic in Europe and the U.S., Uber’s short video takes a unique angle by showing how people’s lives were affected by lockdowns and isolation. As the world’s largest ride-sharing platform, Uber’s business relies heavily on daily transportation needs, which were severely disrupted by the pandemic. The video delivers a surprising message: “Thank you for not riding with Uber.”
This bold move turned a crisis into an opportunity, showcasing Uber’s deeper brand value as being “with the people” rather than profit-driven. This emotionally powerful message elevated Uber’s brand image and resonated widely with viewers. Since its release, the ad has garnered over 9 million views and 1,500 comments on Facebook, reflecting its strong influence.
2. Loretta | Google Super Bowl Commercial 2020 (https://bit.ly/3lOFalY)
This heartfelt ad introduces Google Assistant’s capabilities through the story of an elderly man using the tool to remember moments with his beloved wife, Loretta. The ad begins with a Google search query, “how to not forget,” and proceeds to show how the assistant helps him preserve precious memories.
More than just a tool, Google Assistant is portrayed as a warm, relatable companion, reshaping technology as “support with a human touch.” The ad closes with a slideshow of memories, accompanied by the touching line, “Remember, I’m the luckiest man in the world.” This emotional storytelling quickly captured the hearts of viewers. Since its release, the video has received over 60 million views on YouTube, generating widespread acclaim.
3. Gregg’s - Vegan Sausage Roll (2019) (https://bit.ly/3fBJCCd)
British bakery chain Gregg’s took a bold, humorous approach to introducing their new vegan sausage roll. Rather than a conventional food advertisement, Gregg’s cleverly mimicked the tech product launch style typically seen with gadgets, complete with dramatic music and precise, product-focused visuals.
The result? A quirky and entertaining video that resonated with their target audience, gaining over 5 million views on Twitter. By blending humor with creative execution, Gregg’s successfully captured attention and highlighted their product’s unique selling points.
三個創新短視頻案例
如何讓你的行銷短片吸引閱聽人的目光？
我們找了3支在社群網絡上引起熱烈迴響的短視頻，並試著分析其中的特色、故事與受眾等等，解釋它們如何引起閱聽人的廣大共鳴。而我們也從中發現在疫情過後，為了安撫人們的情緒，品牌尤其重視感性行銷的廣告手法，以下就來與我們感受三支短視頻的創新手法吧：
1. Thank You For Not Riding | Uber（https://bit.ly/3pKYRxr）
這是由Uber在2020年4月發佈的一支短片，發布時恰逢歐美肺炎疫情最嚴重的時期，在一分多鐘的時間裡用各種角度呈現了人們在封城影響及居家隔離之下的生活。Uber作為全球最大的共享乘車平台，其事業的核心營收來自於人們的日常交通所需，但在疫情影響下，世界的經貿及城市交通彷彿停止運轉，而Uber的業務也必定受到很大的衝擊。因此每個人都好奇Uber在這波疫情的衝擊之下會做出什麼樣的回應，而這支短片就是眾人引頸期盼的答案。
如引用文章所述，Uber現在面對的是一個最糟糕的情況，但Uber僅透過一支短片，便將品牌公關危機化為轉機，並向閱聽人傳達積極正面的訊息「Thank you for not riding with Uber」，展現出Uber的更深層的品牌價值其實是與民共存，而非單純的利益導向。Uber也正因這句話，將品牌形象以及口碑帶到一個全新的高度。
該支廣告自發布以來在社群平台Facebook上已經獲得900多萬的觀看次數以及超過1500則留言，深具影響力。
2. Loretta | Google Super Bowl Commercial 2020（https://bit.ly/3lOFalY）
這是由Google在2020年初製播的一支廣告，內容為介紹「Google Assistant」這項新功能。廣告一開始呈現某人在Google搜尋引擎上搜尋「how to not forget」畫面，點出這支廣告的主軸，也和要介紹的產品相互呼應。整支影片再由主角老爺爺做為旁白，呈現他是如何靠著Google Assistant記住他的摯愛Loretta所經歷過的每一個瞬間。
在整支廣告中，Google Assistant不只是作為一個人工智慧輔助的工具，而是化身為一位有溫度的「人物」，和老爺爺進行著親切的對話。或許Google想要向閱聽人傳達的是「科技不再是冷冰冰的工具，而是有溫度的陪伴與可信的生活支持」。影片以回憶幻燈片的方式結尾，搭配Google Assistant所記錄下的每一件事，最後再以老爺爺一句感性的「Remember, I’m the luckiest man in the world」作為整支廣告的收尾畫面，用感性的語言貼近大眾的生活，也因此能在短短1分多鐘內引起廣大的共鳴。
該支廣告自2020年初發布以來在影音平台YouTube上已經獲得了超過6,000萬的點擊率，引起了非常廣大的迴響。
3. Gregg’s - Vegan Sausage Roll (2019) （https://bit.ly/3fBJCCd）
這支影片是由英國最大的零售連鎖餅店Gregg’s發佈的新品廣告，內容為介紹他們新研發推出的素食熱狗捲餅。一般來說，品牌商在製播食物新品的介紹影片時若不以創意的方式呈現，很難在社群平台上獲得閱聽人的關注與喜愛。但Gregg’s抓住主要客群的喜愛，在這支廣告中以獨樹一格且幽默的呈現方式吸引了消費者的眼球，也在社群網絡上造成熱烈的迴響。這支影片也成功在社群平台Twitter上達到500萬的觀看次數。 Gregg’s雖為食品品牌，卻採用了3C產品發佈會的商業廣告模式設計短視頻，再搭配上磅礴的配樂，整體風格十分突兀卻又能夠讓人會心一笑。而其中所有的產品元素都使用科技產品的介紹風格，且十分精確的指出自家新產品的特色，流暢的運鏡也掌握的恰到好處。
從以上三支創新短視頻案例中可知，處於數位科技時代的我們，每天都會從社群網絡上接收大量的訊息，如何在短短的幾秒之間抓住閱聽人的目光已經成為所有行銷人才最要重視的課題。
我們認為以下幾點是一支成功的行銷短視頻必備的要素：1. 聚焦在想要傳達的故事內容而非產品本身。
2. 跳脫制式的產品廣告框架，用感性行銷打動消費者。
3. 精心打造影片的前10秒，勾起觀眾想繼續觀看的慾望。
掌握以上幾個要素，試著讓你的創意短視頻成為大家的全新感官體驗吧！
參考資料 / References：Paige Murphy (2020) The best ads of 2020 so far（https://bit.ly/2Hj3rl3）
