If you’re stuck for a video marketing story idea, it never hurts to go for the strongest human emotion: love.
In marketing, we call this “the feels,” and despite the incorrect grammar, “feels” is the best way to describe the reaction you can get from a simple hug.
Here are two of my favorite video examples:
“Pick Them Back Up” is from Procter and Gamble’s “Thank You Mom” campaign in 2012. I dare you to watch this and not get all puffy-eyed:
The video went viral before the London Olympics, drawing more than 21 million online viewings and, most importantly, helping push an estimated $500 million in sales. Company execs called this “equity advertising,” where no product is pushed, no sales message made, and no call to action. It DOES create a powerful emotional tie to their brand.
Here’s an example with a much lower budget, something all of us could have made ourselves with a cell phone and it also scores A++ in the “feels” category.
This is a Thai-language video that you don’t need subtitles to understand. Believe it or not, the creator, DTAC, is a mobile phone provider. If you watch carefully, you’ll see some very cool phone features shown in the story, which is all about encouraging you to put down your phone and just grab a hug. It’s pulled in more than 7 million views and helped DTAC’s bottom line, as well as their brand presence throughout the world.
The story is stunningly simple, and was probably filmed on one of DTAC’s phones. There are two locations (grocery story, baby’s bedroom) and three wonderful actors. It could be filmed in a few hours. So don’t let lack of budget limit your huggable story line.
The lesson here is simple: find a story about the people you’re trying to reach, add in some pain that we all feel, some basic conflict, and find a way to work a hug into your final moments. Is it manipulative? Of course. Us writerly types also call this “straight up, damn good storytelling.”