BIANCO Footwear and the Greatest (Sort of) Love Story Ever Told

The 10 golden “rules” you should definitely consider in order to get your next marketing video right.

Ever seen “The Lift”? No? This advertising spot for Danish fashion brand BIANCO footwear is a 5-minute short film that will make you laugh, cry and think. In the film set entirely within the confines of a lift, we follow two people who fall in love. We gain insight into their thoughts – and how they plan ways to break the ice – entirely by way of subtitles. It features no spoken dialogue.

“The Lift” is the centrepiece of the company’s recent “Step out of your head” campaign. It’s a delightfully cute, witty and emotional (almost) love story that makes you hooked to the screen until the end.

The film is the very definition of effective advertising – and beautifully demonstrates that advertising has become an art in all its aspects. It clearly wants to encourage you to forget your insecurities and overthinking. Why does it work? Simply because it reflects on very common social behaviour and tendencies. (It draws your attention to on all-too-familiar human emotions such as attraction, fear and self-doubt). The numbers speak for themselves: The film has reached ~17 million views on Facebook and YouTube. It has collected 430.000+ reactions, and it has been shared more than 180.000 times on Facebook alone.

Enough talk, have a look for yourself.

…viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in a text

The 10 commandments

Video and marketing go together like cookies and cream (what a snack that is). Marketing videos allow you to tell stories in a fun, effective and engaging way. Video simply is one of the most versatile and profitable digital marketing tools out there. And with Social media platforms like YouTube, Facebook, Twitter and Instagram at your disposal, the terms for video marketing is better than ever.

Not convinced? What if I told you that 33 percent of all online activity is watching video? That you’re 53 times more likely show up first on Google if you have a video embedded on your website? And that viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in a text? Yes, video boosts conversions and sales. In fact, marketers who use video grow revenue 49% faster than non-video users.

Convinced?

Let’s have a look at 10 simple principles you should have in mind for your next marketing video:

1. Tell a story

Yes, storytelling is of the essence. Tone down the overly salesy talk, an effective video tells a story.

2. Keep an eye on the message.

Don’t focus overtly on the product. Instead, channel the solution it provides.

3. Use music

Music equals emotions. And emotion is a powerful driver that can influence the way people act and respond to your product or service. 

4. Think mobile

Yes, storytelling is of the essence. Tone down the overly salesy talk, an effective video tells a story.

5. Keep it short and sweet

Online viewers aren’t exactly the most time generous. Hence, shorter marketing videos tend to work better than long ones.

6. Do not seek perfection

Because there’s no such thing. Professionalism and perfectionism are not synonyms.

7. Remember quality

Quality is an important competitive component. So, make sure your video quality is lit well, the audio is crisp and clear, and the editing is smooth.

8. Don’t bore

Nobody wants to see a boring film. Exciting and inspiring videos can never be boring.

9. Add some humour

Why so serious? Even corporate videos can benefit from humour and wit.

10. Be bold

Don’t be afraid to experiment with various creative methods in order to develop a meaningful and unexpected experience.