Branded Video Amplification: 5 Things You Need to Know (Learning from the REI-Vix Campaign)
Branded video content and its amplification over social media lies at the very heart of successful marketing to the millennial population. Social video is at the center of the VIX and REI Partnership. Vix, a recently introduced Batanga Media property and REI, the specialty outdoor retailer are partnering for the production and distribution of a branded video campaign in three key markets. 5 things you need to know. (Partner Message).
1.What are the Main Objective and Target Audience of the Campaign?
REI’s goal for this project is to provide a new way to view the outdoors and to thereby engage in a conversation with a new millenial audience in Austin, Chicago and Los Angeles. Given the age and diversity of this generation, REI sought a publishing partner whose voice resonates with multicultural millennials—African American, Hispanic, and Asian American—18-34. REI chose VIX, a Batanga Media property, whose content on Facebook reaches over 18 million a month, has an audience composed of 65% Hispanic and 12% Black, according to comScore. The effort was also supported by REI's media agency Mediavest | Spark.
The goal is to provide a new way to view the outdoors and to thereby engage in a conversation with a new millenial audience.
2.What Type of Video Content is Used in the Campaign?
Three two-minute long Facebook 360-degree videos to target urban, multicultural millennials in Austin, Chicago and Los Angeles. In the videos, REI documented eight artists working on installations in the three cities with the goal of making the outdoors more accessible to young urbanites. The “Access Outdoors” features eight artists working on multidimensional pieces with their interpretation of the outdoors in the three cities. In L.A., artists Christina Angelina and Yoskay Yamamoto collaborated to create “Art, Replenishing SoCal.” Lauren Feece, Ruben Aguirre, and Esteban del Valle created “Art, Nurturing the Urban Jungle” in Chicago, while “Art, Keeping Austin Weird” was the theme for Roshi K, Niz, and Federico Archuleta in Texas.
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3. What Makes the Videos Shareable?
The eight artists collaborate to bring together their own styles and interpretation of the outdoors, 360 cameras follow their every move in order to connect a social audience to the process and inspire them to imagine their own outdoor space. "The videos were geo-targeted to three markets, Chicago, Austin and Los Angeles, where local events also complemented the social video campaign," says Natalia Borges VP of Marketing at Batanga Media.
4. How is the Video Content Amplified?
"Vix distributes its content across its various Facebook pages and millions of Facebook fans. Currently our video content is almost all exclusively distributed through Facebook, where last month we received over 300 million video views. Our written content is distributed on Facebook, through a mix of Instant Articles and links back to Vix.com. In addition to the organic traffic they received through our Facebook fans, the videos were also promoted through the Facebook platform", says Natalia Borges (photo). “Delivering a new view of the outdoors through art and video technology resulted in highly engaging content and connections between our audience and the REI Co-op,” Borges adds.
Video content is almost all exclusively distributed through Facebook with the goal of providing a new way to view the outdoors and engage a new millennial audience. Written content is distributed on Facebook, through a mix of Instant Articles and links back to Vix.com. Paid Promotion videos were also promoted through the Facebook platform.
5. Who Produced the Videos?
Vix (Batanga Media) produced co-created and produced all the branded videos, Borges notes. Reflecting the way modern digital media companies work, often having a studio unit as part of its offerings.
RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report, Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450 million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.