Spend five minutes on social media and it becomes readily apparent that people love to tug at each other’s heartstrings.
From videos of goats making human sounds to soldiers seeing their babies for the first time, we all love a heartwarming or simply hilarious story. Marketing professionals are well aware of the power of viral videos and use the same techniques to sell their brand.
The best video ad campaigns tell a warm story that appeals to our emotions. And when they have a neat twist or surprise ending, so much the better. But other than that, what factors play a role in the success of a video marketing campaign?
We have answered this question and listed 10 remarkable marketing videos to reflect on what marketers can learn from them. Keep on reading to find out!
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What makes a good video marketing campaign?
Most marketing specialists agree that to be successful a video marketing campaign has to offer the audience some sort of value. Often, this value results from a strong emotional connection — be it touchingly or comically.
Considering this, a few common characteristics have been observed in some of the most remarkable video marketing campaigns in the last years, namely:
- They are concise, in the sense that it takes them around 60 seconds to convey a message that will leave a long-lasting impression.
- They rely on storytelling to create a background story that highlights the benefits offered by a product or service subtly.
- They pass the silent movie test, which consists of pulling the attention of the viewer in its first 5 seconds, even if is muted.
- They are relatable, causing the viewers to feel the urge to forward the video to their friends and family.
- They focus on eliciting emotions, not on advertising the product or service itself.
10 remarkable video marketing examples
Here are 10 examples of marketing videos that went viral thanks to their humor, heartwarming story, or surprise ending — or a combination of any or all of the above.
1. Reebok: 25,915 Days
Our first video marketing example shows that, sometimes, the most powerful messages don’t require any words.
The video shows women running in different contexts while random numbers appear in the background. It is not until the end that we understand that these numbers are the number of days those women supposedly have left.
In the ending scene, we see a room full of newborn babies and a message saying that humans live, on average, 25,915 days, making a silent yet powerful statement about how we should “honor our bodies” to fully enjoy our lives.
Views: 53k
Why it went viral
As humans, we are aware of our finite time on this Earth. Still, this is a feeling that most of us manage to push to the back of our heads while we focus on our daily activities.
This video, however, manages to awaken the notion that precisely because our time here is finite, we should make the most of it. The smart move is to do this in such a way that we feel motivated to take action, not depressed about it.
What marketers can learn from this video
In this campaign, Reebok managed to activate the viewer’s sense of urgency in a slightly different way than we’re used to seeing in commercials. Psychologically, this could have a very positive impact on the way their product is seen — as something that can help create a healthier and more enjoyable life for ourselves.
2. Coca-Cola: The Last Customer
In this video, we watch the intense routine of several workers — gift wrappers, grocery baggers, waiters — during the busiest days of the festive season. It gives us a new perspective of how a time that is all about family and friends for some, can also be a time of hard work for others.
In the end, Coca-Cola surprises the workers with gifts for them, to say “thank you” for their effort.
Views: 3,2 million
Why it went viral
The holidays are a time that naturally brings the best in us. By reminding the audience that it is supposed to be the “season of giving”, the commercial touches that part of us that feels good when good people get rewarded for their hard work.
What marketers can learn from this video
Even small acts of kindness can be incredibly touching — especially when they are unexpected. For a company, the bonus part of inserting those acts in a marketing strategy is that it helps to build a brand that is perceived as generous and human.
3. LG: End of the World Job Interview
LG decided to play a bit of a prank on some job-seekers to promote its new line of HD TVs. Few things are more fraught with tension than a job interview, so when things go south for these job applicants, we can’t help but feel the stress ourselves.
Views: 33 million
Why it went viral
This clever video is so shareable because it opens the door for great conversation among friends. It’s perfect for asking others how they would have responded and prompts people to share their “worst interview ever” stories.
What marketers can learn from this video
People are natural storytellers. They love to share their experiences and speculate about what they would do in similar situations. Give viewers a starting point and let them play out their responses in their heads or with each other.
4. Dollar Shave Club: Our Blades are F***ing Great
You just can’t look away from this video. At the point where Mike’s affable charm becomes almost too much to take, he drops a prop or fumbles packing tape. Right when you start to tune out what makes DSC’s blades so good, he throws in a laugh-out-loud comment about grandpa’s shaving habits.
By the time the video ends, you can’t imagine not watching it a second time and then immediately signing up for monthly razor service.
Views: 27 million
Why it went viral
DSC’s video straddles the line between being too over the top and the feeling that you know someone just like Mike. It succinctly tells you everything you need to know about both the product and the service in a minute and a half while making you watch for the next goofy thing that you just know is about to happen.
What marketers can learn from this video
Not all videos have to be serious tear-jerkers or jaw-dropping stunts to go viral. When the script is right, sometimes a single-shot walkthrough, errors and all, is all you need.
5. Dove: Real Beauty Sketches
Dove asked several women to describe themselves to a forensic artist as he sketched their faces without seeing them. He then sketched them again based only on descriptions provided by others in the group.
It was inevitable that the two representations wouldn’t match exactly but the curveball was just how altered women’s perceptions are about their own faces.
Views: 69 million
Why it went viral
Women are notoriously hard on themselves when it comes to their looks. This compelling ad went viral when women shared it among themselves as a reminder that we are often our own worst critics.
What marketers can learn from this video
While sometimes videos depicting cute, touching, or funny things may tug at our heartstrings, it’s often the things that hit closest to home that we want to share the most. Some of the most shareable videos are the ones that say the things we can’t.
6. Always: #LikeAGirl
Similar to Dove, Always has recently been attempting to address its target audience in a way that is more compatible with the views of the younger generations, especially when it comes to tackling sexism. In this video, by asking participants to perform activities “like a girl”, they have managed to expose the sexist ideas that can be deeply rooted in anyone.
Views: 69.3 million
Why it went viral
Matters related to gender equality and female empowerment have been increasingly pointed out in the workplace, entertainment, and politics, and it is not a surprise that it has influenced marketing.
The video not only touches on an extremely current issue but does so in a way that makes us realize how even small things — like jokes — can be detrimental to the self-esteem of girls and women.
What marketers can learn from this video
It is important to stay updated about societal issues. While you might want to steer away from political controversy, it is important to show that your company cares about more than just money and is also looking to make a positive impact on the world.
7. Google Earth: Homeward Bound
Those who have watched the movie Lion already know this story: one day, Saroo, a little boy living in India, falls asleep inside of a train while waiting for his brother to run errands in the city. When he wakes up, the train is moving, taking him to an unknown destination.
Not knowing how to get back home, Saroo is taken into foster care and ends up being adopted by an Australian family. However, the memory of his home back in India never really fades. When he is older, he manages to find the village in India where he used to live as a child by using Google Earth, which makes it a great story for advertising the product.
Views: 2.8 million
Why it went viral
The story of Saroo is so incredibly touching that it is difficult not to have an emotional response to it. While you should be careful not to overuse this strategy, the fact that this is a real story — and not the result of a carefully manufactured idea — certainly plays a huge role in the success the video has made.
What marketers can learn from this video
Showing the usefulness of your product or service by telling a real story in which they were helpful is always a great marketing strategy. In this case, Google scored bonus points due to the highly emotional context provided by the story, showing that their product offers more than a purely commercial purpose.
8. GoPro: Fireman Saves Kitten
GoPro has used a similar strategy in this example. If you follow them on social media, you might have noticed that this marketing video is a little off-brand.
GoPro is known for making videos in adventurous settings and is often associated with extreme sports. However, in this campaign, it decided to show a more caring side of the brand — and the public loved it.
Views: 44.8 million
Why it went viral
Videos featuring cute animals are always a crowd-pleaser. In this particular example, the care that the fireman dedicated to the kitten was touching, and the background music intensified the viewer’s feelings, inciting fear and relief as the story unfolded. Everybody likes a happy ending.
What marketers can learn from this video
While fixed guidelines might be important to build a brand, it is important to go beyond them and not to be afraid to take an innovative approach. Exploring new angles might be a good way to widen your audience.
9. Budweiser: Some Waits For You At Home
In this video, we watch the friendship between a man and a dog unfold. At some point, the man leaves with a few friends, taking a couple of beers with him, while telling his dog he will be back later. In the end, we see the dog waiting until much later, which leaves us wondering what could have happened.
What seems like a sad story quickly takes a turn when the man comes back home the next day and explains to the dog that he decided not to drive home after drinking the previous night. We are then left thinking about how one decision like that could change everything — and hurt not only ourselves but also our loved ones.
Views: 1.9 million
Why it went viral
This video has a simple but powerful message: don’t drink and drive. If not for yourself, then for those who love and depend on you. It is impossible to watch it and not to reflect on our own lives and responsibilities.
What marketers can learn from this video
Similar to the video produced by Always, this example shows the importance of big brands using their voice to raise important discussions about difficult issues. Owning this responsibility can be a great way to captivate the audience.
10. Google Android: Unlikely Animal Friends
Our last example shows that animals really make the best viral videos. This one has a pretty simple concept, and yet it is one of the most shared ads of all time.
After watching animals from different species playing happily together, the brand manages to convey a message of support for Diversity, which can be a serious topic, in a simple and heartwarming way: “Be together. Not the same. Android”.
Views: 0,5 million
Why it went viral
The video checks the “emotions” box in the best possible way. The feel-good background music, the cute animals acting playfully — everything in this video was meant to give us a happy, warm feeling and make us want to share it with our loved ones.
What marketers can learn from this video
There is more than one way of conveying the same message. In this sense, creativity is essential to find the way that will best work for your brand.
We hope you have enjoyed watching some of the best marketing videos of all time. Can you think of another example we didn’t mention here? Leave a comment!
* Video viewing metrics as of March 12, 2021.
