1. General Electric (GE)
General Electric is well known for its excellent content across the board, and its videos are no different. Of course, its budget for video production is likely to be high, but there are still lessons to be learnt here. Its videos are engaging and don’t take themselves too seriously; take a look at its ‘Masterclass’ series for a taster of the interesting but fun tone the brand adopts.
2. Adobe Marketing Cloud
Adobe Marketing Cloud creates videos that you’d want to watch, whether you’re likely to be a customer or not. Its campaign, ‘Do you know what your marketing is doing?’ is a fantastic example of B2B advertising that creates an impact – its latest video ‘The launch’ has had almost two million YouTube views in two months. The brand also creates useful and engaging product demonstration videos, and clearly signposts all its different content across its YouTube channel.
3. Brother
Printer and business solutions supplier Brother has a popular channel for its label printers. It has produced comical videos that showcase its products’ capabilities as well as useful ‘How to’ videos clearly explaining the different features of its products.
4. Hiscox
As part of its ‘Geek to peak’ campaign, Hiscox has recently produced a series of videos (‘If you’re trying to be tech, you’re trying too hard’), highlighting the fact that so many businesses are now trying to mimick tech start-up culture and ways of working. In addition to a number of more serious interviews, in the past it has also produced videos to engage the SME market, which it did with its ‘Ode to’ series – a look at the small things that make a big difference in the lives of small business owners.
5. Virgin Media Business
Virgin Media Business used video to drive its ‘Pitch to Rich’ campaign, in which innovative start-ups were able to pitch their ideas to Sir Richard Branson for the chance of winning £1 million worth of business and marketing support. While the campaign was launched with TV ads, it is also heavily driven by online videos, with one of the most recent being a follow-up to see how the winners of the competition are doing 100 days after their win.