Creating an image-based branding campaign isn’t easy, but it doesn’t have to be difficult. Starting small and progressing creates consistency, is economical and consistent.
Creating a memorable and successful ad campaign can be difficult for bigger brands, but for smaller brands without a budget or knowledge base it can be even more difficult. Photography and videography that work in tandem can create effective, efficient, fun, sophisticated and successful advertising. A good first step is to start small, using your social media to create an effective campaign, experts say.
Jeff Amador, marketing director for the Texas-based Cane Rosso family of pizzerias, personally manages all of the restaurant’s social media. His goal for Cane Rosso is to keep pace with the founder of social media production, Jay Jerrier, who launched in 2011.
“When I got on board, I certainly raised the level of photography (I’m looking at you, the Instagram filters from 2011), but I continued to try to maintain the same unique style of post for consistency.” Amador told Pizza Marketplace by email. .
He has created videos for social media, but Cane Rosso has yet to pay or partner with a video company to shoot real commercials.
“Video has certainly gained popularity and relevance for social media engagement and attention lately, and I’ve certainly seen that videos can make our food even more appealing than just still images. “said Amador.
Choose video production
Director duo Gilad Avnat and Stav Nahum own Bonamaze, a creative video production group. Avnat is a director, screenwriter, actor and drummer, while Nahum is a video editor, composer, sound designer and drummer. Bonamaze’s distinctive audio sparkle has animated the campaigns for Tony Hawk’s “The Sound of Skateboarding”, “The Sound of Berlin”, Snickers and more.
“Good video production is important for many reasons, mainly because it is more effective in terms of engagement and viewing time, than photos for example, in the world of social media,” Avnat said in an interview. at Pizza Marketplace. “Today there is endless amount of photo-based content out there, and we’ve gotten used to it. The right video campaign can feel more real and interactive, and can create a more engaged and emotional response for a viewer. It is possible for a video to create a full, dramatic act or story in 20 to 30 seconds. If a photo is worth 1,000 words, we say a video is worth 1,000 photos.
Good photography is especially important in today’s age of fast scrolling on smartphones because you want to take and post a photo that will grab someone’s attention amidst competitive stimulation.
“Everyone and every business posts odds and ends photos all the time these days, so having high quality photos and content is necessary to stay relevant and competitive in an overwhelming market,” he said. declared Amador.
Nahum said brands are usually wrong when choosing to limit themselves to an image-based campaign.
“The need today is to create more of a 360-degree brand experience for the customer,” Nahum said in an email. “Even when a consumer sees a large billboard, if they’re genuinely interested, they’ll search for it online to find out more. An image-based campaign can really create great attraction for a brand, but to achieve the full impact there has to be a complete visual package. It’s something only video can create.
Avnat recommends connecting all the elements of a brand’s content on different platforms: television, social networks and billboards.
“It’s about creating a visual ‘hook’ between these different platforms that a consumer can recognize and remember your brand,” he said. “If these platforms use a different visual language, it will confuse potential customers and may harm the brand. Consistency, distinction and uniqueness can positively affect the appearance and quality of a brand.
This does not mean that a brand has to have a big budget.
“They can create a memorable brand even if they choose an unprofessional camera / shot, as long as they go all the way,” Avnat said.
A memorable campaign should create a great story. How and how you choose to tell this story is critical.
“The campaign should be original and creative, but also simple so that you can easily remember it,” Nahum added. “You can achieve this with a unique style, such as a shot, montage, or typography. You need something strong enough to stand out, so that it holds the attention and memory of the average viewer. .
“You want people to ask, ‘Did you watch the commercial with the dancing dog?’ or “Did you see the countryside with the colored walls?”
“Combining a good story with a great visual element creates a memorable campaign. There are a lot of good stories that haven’t been told yet, and a lot of well-produced videos where viewers just can’t seem to get it. identify. Once a great creative idea is combined with a great production, the magic happens. “
If you’re not ready for a big budget production, start with social media. The rise of TikTok videos and Snapchat has given brands the opportunity to expand beyond the aging demographics of Facebook and Instagram. Remember to stay relevant and don’t be afraid to use humor.
“It’s important to maintain a consistent voice that matches what your brand stands for,” Amador said. “I’m not sure exactly how or why huge national brands like Wendy’s have developed this ‘edgy, OMG, roasted’ personality online because it doesn’t seem to match their branding. I’ve also seen some brands from catering try to write those deep, deep, or overly serious captions on their posts of something like a pic of their mac and cheese. If I’m posting a pic of mac and cheese I’m just trying to make the image and the words fit together … and maybe make people laugh a bit. Humor is an easy way to develop an affinity for something, and to have a little chat with guests in a way that seems being a real human interaction keeps them coming back to see the sequel. “