Video Ink has compiled the top 10 leading brands that dominated digital video in 2014.
“As video viewership and engagement continue to increase on the web, more brands are shifting their budgets to not only sponsor and fund great video programming, but create some of their own. When it comes to the latter, they’re still ads, but when done right, they’re ads people want to watch — imagine that,” says Video Ink writer Jessica Klein who references Unruly Media statistics to measure video performance across the web.
The brands below invested significant budget and care into their digital marketing strategy, and many of which have launched their own in-house digital video teams and partnerships with leading digital video content creators. The ever-increasing demand for high quality video content is great news for students studying Digital Media at FIDM/Fashion Institute of Design & Merchandising who study all aspects of film post-production.
Below, enjoy some of our favorite clips that these top brands launched in 2014:
Did you know Pepsi has its own in-house crew dubbed The Creators League to create content like this video shown here? PepsiCo’s CMO of global consumer engagement, Frank Cooper, put it, “If [Hollywood] doesn’t evolve, someone will fill that place of telling stories, especially across these new delivery systems.”
“Thanks to the World Cup, for one, Nike has made it on to a couple of best-of-2014 charts this year, including Unruly’s most shared rankings as well as the YouTube ads leaderboard,” says Klein. “In fact, two of the brand’s Word Cup-related ads… were ranked by YouTube as among the best performing in 2014. On the whole, Nike generated over 3.8 million shares across the web, good for third place on Unruly’s annual rankings.”
In addition to its record-breaking “Frozen” digital content that spurred YouTube creators to develop everything from parodies to toy reviews, Disney made a landmark decision early in 2014 to purchase Maker Studios which specializes in online content reaching Millennials in the U.S., securing its place in the digital marketing arena.
“With the launch of its Honda Stage initiative, which includes a YouTube channel, the car-maker has made a real effort on digital, shifting more dollars from cable advertising to the web,” says Klein.
The viral and emotionally-charged #LikeAGirl campaign shown above garnered plenty of buzz for the personal care brand.
7. Marriott Hotels
Marriott Hotels has also launched its own Marriott Content Studio, partnering with YouTube influencers like Taryn Southern, Sonia Gil of the Webby-winning “Sonia’s Travels,” and “What’s Trending,” hosted by Shira Lazar.
“Marriott is also exploring all kinds of digital and social entertainment formats, including a Snapchat series with YouTuber Neistat and analytics firm Naritiv, as well as scripted originals,” reports Klein.
8. Beats by Dre
“The Game Before the Game” short film shown here was seventh on YouTube’s sports ad leaderboard, with more than 26.1 million views.
Get this: “After topping the 2014 FIFA World Cup ad charts from one week to the next, Activia’s collaborative ‘La La La’ has become the most shared video ad of all time, according to Klein.
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FIDM/Fashion Institute of Design & Merchandising isn’t just a recognized leader in the study of design and creative business– we’re a training ground for the exciting career in digital media you’ve always dreamed of pursuing. Designed to build a strong foundation of general filmmaking knowledge, students emerge with an understanding of all aspects of production workflow, from pre-production through post-production including editing, sound design, digital composition, motion graphics, 3-D modeling and animation, production, digital storytelling and web design.
Creative careers begin here.
With four California campuses located in the heart of the fashion and entertainment industries, FIDM is a leading, accredited college offering specialized Associate of Arts and Bachelor’s of Arts degrees. FIDM has been educating students with creative and leadership skills for the global industries of fashion, visual arts, interior design, and entertainment for more than 45 years. Learn more at www.fidm.edu.
The FIDM Digital Arts Blog is dedicated to professional and aspiring graphic designers and filmmakers, illustrating the range of career opportunities within these fields written by FIDM/Fashion Institute of Design & Merchandising. See more at www.fidmdigitalarts.com.