Visual content has taken center stage over the years, and particularly in various digital arenas. The reason for this is quite understandable – visual content can convey messages easily and simply, and, let’s be honest; none of us has the patience to read long text that can be captured in one image or a short footage.
In the visual world, and particularly in social networking platforms, new video platforms are emerging and gaining momentum, to the point where people prefer to watch videos everywhere, from any device.
The use of video for brands is not a trivial practice. Brands became used to the video platform mainly in advertising, but the growing demand from consumers to authentic video contents is currently making them explore, experiment and learn what these platforms can do.
Recently, new channels such as Vine or the Instagram video capabilities, took the challenge to the next level, requiring us to be more precise and reduce the message to only a few seconds.
With the launch of the new Instagram capabilities, we identified an opportunity. We realized that through the benefits of video we can practically show our consumers light serving suggestions from our product range, adapted to the summer season. This way, by taking a16-second glance at the screen, surfers can get ideas for original and relevant recipes and other new interesting ways to consume our products, by creating a “summer with a twist.”
We started filming videos for Instagram, posting them simultaneously on our YouTube channel, and bringing them to our Facebook and My Strauss communities, where we detailed the preparation of each recipe. But beyond the diverse platforms on which we presented content along with their dedicated covers, the dialogue we held with consumers on these platforms was just as important. We practically built a content production conducted entirely with consumers, like an active dialogue.
How did it work? We started out with the first video series, surfers made suggestions of their own, and some even went further and filmed their own short videos. We are currently producing the second video series of refreshing combos for the summer.
You are invited to watch, enjoy and, of course, share!
Summery Ravioli Salad
Fruit and ice-cream with wafers and coffee
Frozen granola and yogurt
Sweet and Sour Doritos salad