I analyzed three separate digital stories created by three different
companies. These stories vary a lot but are effective because of their
different brand identities. The first one I analyzed was Full Sail University’s video. This video is a successful recruitment tool for various reasons. It uses
three company executives to tell a story; a story that focuses on the
university’s mission to put technology into the hands of students, giving them
the opportunity to be creative from day one. They also introduce a partnership with
Apple, one of the most respected brands when it comes to innovation and
creativity. This story is about what one would expect when coming to Full Sail,
the respect a student gets from day one on campus to be a creative and a
professional, and the empowerment they are given with the technology available to
become the best media professional possible.
The Dollar Shave Club video is hilarious. It introduces a
new product called One Wipe Charlies targeted towards men. I wouldn’t call this
a story but I do think it works because it continues with the ridiculousness of
their brand campaign. Their brand is known for the funny and engaging videos.
It keeps the audience entertained and wanting to know what’s next. If there is
a story, the story is about how One Wipe Charlies can help you when doing
number 2, as their owner Mike so eloquently puts it. It’s engaging, hilarious,
and almost silly which makes for a great story and promotes viewership.
The Science World video is simple – it is a video using two
catchy songs that the employees of the museum lip sync to. The story is simple;
it is of employees enjoying a day at the museum. This video is effective
because it shows off the entire location and what it has to offer as well as
fun and laid back employees. This is my least favorite of the
three videos I analyzed, probably because I am not part of the audience they
are targeting. If I was a mother with a couple toddlers at home, I would
probably be drawn to this video as I would want to take my children somewhere
fun and engaging. Although I don’t particularly like this video, I think it is successful
in showing off the museum, what it has to offer, and how much fun the staff is.
I found it very interesting to analyze three different
companies and their digital stories. Although I have my favorites, I think they
were all quite successful in meeting their goals. The tone of each video is
very different but works with each of their brand messaging and voice. If
Dollar Shave Club suddenly came out with a serious video like Full Sail’s, it
wouldn’t work. If Full Sail did something like The Science World Video, it
might fail. These campaigns were successful as they really focused on their
brand voice and their target audience.
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