Now that video is no longer ‘up and coming’, brands see it as an integral part of their marketing strategy rather than just a novelty. Where video content used to be reserved just for ninja kittens and mountain bikes riding on cliff edges, these days 87% of online marketers use video content. So if you’re wanting to make your brand a shareable artefact, look no further.
At WhiteNoise we love creating compact, dynamic video content. Nearly two-thirds of consumers prefer video under 60 seconds, so being able to execute a narrative that’s short and sweet is an ideal way of accessing social audiences. For every platform there is a perfect recipe – whether that’s 10 seconds, 60 seconds, subtitles or hyperlapse, there are certain things which will keep people watching your video.
This week the brand we’ve been working on is Jacamo and their 10th birthday celebration. Gone are Jacamo’s Johnny Vegas days, and the brand is now represented by the more aspirational former England cricket captain Freddie Flintoff. We helped them to create some online video content, in which Freddie bakes his favourite Victoria Sponge cake to acknowledge his 6th year as their ambassador, complete with whipped double cream and party candles.
Video clips include a 60-second run-through of the recipe, a 30-second fast cut, an email GIF, an internal video clip for staff, and also some 10-second Instagram Stories edits in a portrait resolution. Although Instagram Stories is barely one year old, its 200 million daily users is already beating Snapchat’s 160 million, making it a valuable platform for brand awareness.
We shot the videos in the most gorgeous penthouse apartment in Manchester’s Northern Quarter, which is part of a Grade II listed converted warehouse. Freddie led the recipe himself – an accomplished baker on the sly – with an almost accidental double quantity of butter, which he softened WITH HIS BARE HANDS. If you’ve ever tried to use hard butter with a knife, you’ll understand that this is an impressive, albeit unorthodox, method of avoiding the long wait to ‘soften to room temperature’.
Here is our 30″ cut: