Connect with us

Video Marketing

Episode 6: “The Brandwagon Interviews” Podcast with Brendan Gaul of UM Worldwide

Published

on


From tactics to taglines, Wistia’s CEO, Chris Savage, chats marketing with the brains behind successful brands on our new video series, Brandwagon. Last week, Chris sat down with Lauren Fleshman, Co-founder and CMO of Picky Bars, to learn why she believes strategic rigor is essential to building an effective brand. Today, we’re excited to share our extended interview with this week’s guest, Brendan Gaul, Global Chief Content Officer and Head of UM Studios at the full-service media agency UM Worldwide.

Check out the episode to hear Brendan talk about the agency’s award-winning documentary film, 5B, and discuss how brands are shifting their strategies to create original content as traditional advertising platforms disappear.

Or listen on: Apple Podcasts | Spotify | Stitcher

Watch the actual Brandwagon episode here!

UM Worldwide works with some of the world’s largest business-to-consumer brands like Coca-cola, Spotify, BMW, Sony Pictures, and Johnson & Johnson. When Johnson & Johnson wanted to find a way to elevate the image of nurses around the world from doctor sidekicks to the heroes of healthcare, Brendan pitched the idea for a documentary film called 5B.

Flashing forward — 5B won the Grand Prix for Entertainment at the 2019 Cannes Lions Festival for Creativity, which was the first time a media agency has ever won the award. For Gaul, this win validated that brand-funded content can be accepted by audiences and industries.

On this episode, we hear more about how other brands are creating content in ways that offer value for their audiences, and Brendan shares exercises smaller companies can do to help define their brands, too.

brendan

On this episode of The Brandwagon Interviews, Brendan Gaul explains the decision-making behind UM’s unique piece of branded content and advises how brands, both big and small, can approach creating content humbly.

Here are some of the lessons learned throughout the episode:

  • Think of innovative ways to reach customers who’ve moved away from ad-free platforms
  • Create content that offers value for your audience
  • Don’t try to reach the “average customer”; reach your high-value audience

Short on time? Check out some of our favorite moments during this interview between Chris and Brendan.

2:51 – A non-traditional career path

After chatting about Brendan’s favorite dessert and the current state of New York diners, Savage and Gaul talk about Gaul’s winding career path to working with some of the world’s biggest brands. Brendan talks about getting his start in film school at Pratt in Brooklyn, but quickly found himself immersed in the world of fashion retail when he took a job (to pay for off-campus housing) at the first Armani Exchange in NYC. Brendan learned about brand experiences through his work with luxury brands like LVMH, Sephora, and Donna Karan. With these brands, he saw first-hand how brands created immersive brand experiences that tapped into all five senses. He also got a sense of how different brands relate to one another in commercial environments.

12:21 – Moving into advertising

After the attacks on New York on September 11, Donna Karan underwent a restructuring that left Brendan without a job, giving him time to reflect on what his next steps would be. During this time, he was introduced to the world of advertising. He leveraged his experience from film school and consumer-experience design to art direct several commercials for Lowes. The work got him a job at then McCann Erickson. Brendan shares how his career has advanced from there and what he does today at UM Worldwide.

17:38 – Changing to survive

At UM, Brendan works with some of the biggest B2C brands in the world, including Amex, Coca Cola, Levis, BMW, Johnson &Johnson, and more. He points out how changing media landscapes are forcing these iconic brands to evolve and change the ways they do things. Savage asks if this is the challenge for big brands today. Brendan talks about how consumers are moving to ad-free platforms, so brands need to think of innovative and interesting ways to reach those customers. The two discuss Facebook’s recent acquisition of WhatsApp and their declaration that “the future is private” as examples of diminishing advertising space, and Gaul shares the benefits of working with big brands in big media.

22:57 – 5B

UM worked with Johnson & Johnson to create the documentary film 5B, which was shown at the 2019 Cannes Film Festival. The idea for the documentary came from Johnson & Johnson’s efforts to elevate the image of nurses around the world from doctor sidekicks to the heroes of healthcare that they are. The documentary had an impressive showing at Cannes, winning the Entertainment Grand Prix at the show among other awards. Savage and Gaul talk about how the film came to be, and the decision-making behind this unique piece of branded content.

41:09 – “If you’re putting content out there that’s solely based on trying to sell more stuff, the consumer smells it.”

How do brands know whether they can do something like what Johnson and Johnson did with 5B? Gaul talks about how brands need to know that they have — or need to earn — permission to be a part of cultural conversations. Savage and Gaul discuss how brands can approach content humbly and note examples of brands trying to act in spaces where they aren’t welcome. They go on to discuss other examples of brands who are creating content in ways that offer value for their audiences.

51:06 – The big-brand playbook

While it’s relatively easy for the biggest brands to create powerful content, Savage wants to know what smaller companies can learn from this type of content strategy. Brendan admits that it can be easy for smaller companies to be overwhelmed by the need to create content, but offers some practical advice and exercises smaller companies can do to help define their brands.

55:23 – “You had me until you said ‘average consumer.’”

How can B2B companies reach average consumers like B2C brands do? Brendan points out that the goal isn’t to reach an “average consumer,” but to reach your high-value audience and goes on to describe how smaller, B2B companies and local businesses can think about their products. He offers some ideas on how to position themselves for their best audiences.

Continue Reading
Click to comment

You must be logged in to post a comment Login

Leave a Reply

Video Marketing

7 Fashion-Forward Video Series to Keep Your Eye On

Published

on


Who said videos about fashion were only made for the big screen? The Devil Wears Prada might be a pretty high standard to live up to, but in reality, tons of brands are already making innovative shows and video series to help move their businesses forward.

In fact, we recently stumbled upon four fashion-focused brands that are all creating entertaining, binge-worthy video series, that even Meryl Streep herself might be interested in watching. Businesses like Vans, Refinery29, Marc Jacobs, and Foot Locker stood out to us as top-dogs in the branded content space because their shows are so clearly focused on attracting a niche audience, which is a key part of executing an effective brand affinity marketing strategy. Plus, they’re just plain fun to watch!

Who doesn’t love a good surf video? Have you ever wondered what it really means to be a “sneakerhead”? Take a look at what these creative brands put out into the world and get some insights into what you can do at your business to make an awesome series yourself!

We bet you know someone in your life who owns a fresh pair of Vans. But if you’re not familiar with the brand, Vans is the original action sports footwear, apparel, and accessories brand promoting creative self-expression in youth culture across action sports, art, music and street culture.

Vans decided to showcase those company values with a video series called Weird Waves, which follows the gnarly journey of Dylan Graves as he introduces viewers to “the weirder side of surf culture and the characters who chomp weird waves.” In two seasons, he links up with people from the underground side of the surf scene to ride everything from waves in wintery Great Lakes to waves formed by falling ice in Alaska. This show is no joke — things get weird!

To successfully showcase what their brand stands for, Vans identified the perfect brand ambassador to be the host for an engaging binge-worthy series. While not everyone can relate to riding waves in unthinkable places like Dylan Graves and his friends, viewers can be entertained and identify with how Vans is a champion of creative self-expression.

In a more fashion-focused realm, Refinery29 is an online media and entertainment hub that appeals to young women who may be interested in style, health, careers, technology, and a whole lot more. To pique the interests of their target audience, they’ve created an award-winning video series called Style Out There exploring “the connections between clothing, community, and culture across the world.”

Style Out There features hosts Asha Leo and Connie Wang as they travel the world to learn more about “the ways clothing has given women a way to speak out, look within, and identify the forces that limit their potential.” In season one, watch Leo dig into Decora style in Tokyo and how it goes against the mainstream, or jump ahead to season three and learn about Afrofuturist fashion with Wang and why it’s more than just a costume for black women.

For someone interested in style, this series goes deeper than the outward appearance of an outfit or accessory. It shows the significance of fashion for people to express themselves around the world.

Now, if you’ve ever wondered what the inner workings of a high fashion label look like days before a runway show, check out Marc Jacobs’ The Making of RUNWAY.

This six-part series follows Marc himself, Joseph Carter, Creative Director of Runway, as well as many of the faces working to run the ship five days before Marc Jacobs’ February 13, 2019 show. From fittings and design meetings to set and music planning, they show you what it takes to make a fashion show a success.

Marc Jacobs is a world-renown brand, but the way they shot their behind-the-scenes footage could be pulled off by any company big or small. Whether you’re aspiring to work for Marc Jacobs or a fan of the brand, this simple series gives you an authentic look at the people, the work, and the creativity that makes Marc Jacobs what it is.

In the fashion industry, Patagonia is famous not only for leading the fight against climate change but also for spearheading the binge-worthy content movement with their visually stunning and thought-provoking documentary series.

To promote their signature line of work-friendly attire, they blended their passion for the environment with the art of storytelling to craft a video series called Workwear.

In this seven-part video series, you’ll meet farmers, eco-friendly automotive technicians, conservationists, fishermen, and more to learn what drives them to work so hard day in and day out and how they protect the environment while doing so.

Even though Workwear is meant to promote Patagonia’s line of work clothing, they don’t draw any direct attention to their products.

Instead, Patagonia focuses on the real reason each person in the video series chooses to make an honest living. And with over 2.5 million views on YouTube, they’ve reached and resonated with plenty of people who share the same “why” when it comes to their work.

Lululemon is an athletic apparel retailer with strong roots in yoga, running, and any other activity that makes you break a sweat and feel great. However, when they think about their marketing, they make sure not to just focus on the physical aspects of these activities. They also make sure to highlight the mental and emotional side of physical fitness.

To celebrate the International Day of Yoga, for example, Lululemon released a video series called Yoga Changed My Life to tell the stories of three people who used the power of yoga to overcome a traumatic experience.

From conquering teenage homelessness to a near-death experience due to a complication from Crohn’s disease, you’ll learn how powerful yoga can be for the mind, body, and soul.

Most athletic apparel retailers try to generate demand for their products by emphasizing the physical benefits of exercise, but Lululemon understands that truly resonating with an audience requires a message much more inspiring than that. You can’t just strive to look good — you also need to feel good.

Nike’s I Am Giannis tells the origin story of Giannis Antetokounmpo, a forward for the Milwaukee Bucks and one of the best basketball players in the NBA.

Giannis is known for having a strong work ethic and bulldog mentality that rivals the game’s most iconic players’. And after watching this five-part video series, you’ll quickly understand how his humble beginnings in Athens, Greece have fueled his fire to reach the upper echelon of the basketball world.

You can’t help but smile as you watch Giannis’s story unfold. From getting selected in the first round of the 2013 NBA draft to attracting thousands of Greek and Nigerian fans to each of his games to designing his own signature Nike shoe — the story is both uplifting and inspirational.

As marketers, we recognize that Nike knows how to tell a compelling story, especially with just a few words. But by venturing into long-form storytelling and spinning a narrative about one person’s life over 20 minutes of video content, they might have just told their best story yet.

After seeing the ideas these brands have come up with, we hope you’re feeling inspired to start creating a video series of your own! Start by figuring out what makes your brand unique and what your current audiences like about you. The next concept for the perfect video series could be right under your nose!

Continue Reading

Video Marketing

5 Food and Beverage Video Series That’ll Make You Hungry for More Content

Published

on


Do you remember the iconic “how many licks” Tootsie Pops commercials from the 70s? What about the heartwarming snowman that thawed after eating a satisfying bowl of Campbell’s soup?

Many food and beverage brands are famous for their clever and memorable advertisements.

However, only a handful have taken their creativity to the next level and crafted full-scale video series that rival the very TV shows they place their ads with.

We’ve rounded up five of the best video series in the food and beverage world so you can draw inspiration for your next project. Read on to cook up some delicious ideas for your next show!

As the most popular energy drink in the world, Red Bull naturally gears its brand toward pro athletes who participate in extreme sports. One of the ways the company connects with this cohort is by crafting thrilling video series about the world’s most extreme athletes. From a video series about wingsuit fliers to one about the top athletes in their respective extreme sport, you can get your daily dose of adrenaline from a single episode.

But out of all of Red Bull’s video series, the arguably most compelling one is about the athletes who have overcome near-impossible odds to ascend to the heights of their extreme sport. It’s called The Way of the Wildcard.

In this wild video series, you’ll hear from a two-time cancer survivor who holds two world records in cycling, a former prisoner turned Iron Man triathlete, working-class brothers who won a silver medal at the 2016 Olympics in rowing, and many more impressive athletes.

All of the stories in The Way of the Wildcard are naturally chock-full of conflict, which grips audiences from start to finish. And by showing audiences how these athletes achieved their dreams with the odds stacked against them, it inspires viewers to do the same.

Growing up, a day out with your friends during the summer usually included a swim at the pool, a bonfire, and a can of soda. Was there anything more carefree?

Coca-Cola wanted to tap into this nostalgia to forge a closer bond with their audience. Their bold idea? A video series called One Last Summer, which follows a group of incoming college freshmen as they enjoy their last summer together.

Throughout the four-part series, you’ll learn all about this friend group’s future plans, watch them cross off their summer bucket list, and navigate the complexities of their high school romances.

Each episode of One Last Summer focuses on a single character. This approach allows you to get to know them personally, understand the dynamic of their friend group, and understand why it’ll be bittersweet for them to split up when it’s time to go off to college.

One Last Summer is sure to transport you back to your most carefree days as a teenager — and it might even persuade you to crack open a Coke while you’re at it.

When you think of Cadbury, you most likely think of rich, creamy chocolate. And when you think of chocolate, you might reminisce on the good old days when your mom or dad would slip you a piece of chocolate after dinner.

That’s why Cadbury decided to create Families Reunited, a video series that aims to reconnect parents with their teenage children by giving parents a crash course on their children’s passions.

In this two-part video series of 20-minute episodes, you’ll watch a dad learn how to pop a wheelie on a BMX bike just like his son. Then, you’ll watch a mom learn how to conquer the ice and figure skate with her son. At the end of each episode, the parent ultimately proves to their kid that they’re not as different as they think. Even better, they can also spend time bonding over a shared passion.

Almost every parent goes through a rough patch with their kids, especially when they’re teenagers. But Families Reunited lets parents who have drifted from their kids know that they’re not alone. It also inspires them to truly understand their kids before they try to rekindle their relationships with them.

Known for their fun, playful brand identity, Taco Bell stuck to their guns when they released The Taco Bell Show. It’s a game show that features celebrities — including Drake Bell and Spencer Pratt — known and loved by Taco Bell’s young target audience.

On the show, the host and the guest celebrity play Taco Bell-inspired games, like “Diablo Dare.” It’s Truth or Dare, but instead of doing a dare, participants have to drench a tortilla chip in diablo sauce and eat it. What a creative way to plug two of their products into one game — kudos, Taco Bell!

The Taco Bell Show draws you in from the beginning by immediately informing you what it’s all about — a game show with celebrities. It then keeps you glued to your screen by having the celebrities play fun, creative games. If you ask us, that’s definitely a recipe for binge-worthy content success.

Another brand that leans on humor and lightheartedness, Kentucky Fried Chicken released a series of satirical Shark Tank-esque pitches for outlandish business ideas called KFC Innovations Lab. These ideas include Colonel on Ice, a bow tie that also serves as a GPS locator, and a walking cane that doubles as a remote control for your TV.

All of these pitches relate to KFC’s founder Colonel Sanders in a creative way, which makes the video series one of the funniest in the food and beverage industry. After watching it, you’ll laugh so hard that you’ll work up an appetite, and KFC hopes it’ll be for some of their famous fried chicken.

Crafting a creative and compelling video series is just like cooking. It’ll be hard. It’ll get messy. And there’s a chance you might burn the dish to a crisp. But, hopefully, with these examples, you can put together a recipe for a video series that will please your audience’s palate.

Continue Reading

Video Marketing

Announcing “Built to Last”: An Audio Conference from Buffer and Wistia

Published

on


If you’ve watched an episode of Brandwagon or tuned into our Change the Channel event last year, then you know there’s nothing we love more than talking to people about what it takes to build a great brand. And now, we’re super excited to continue that conversation with Buffer, a social media management platform, throughout Built to Last — a free audio-conference for brand builders.

Taking place on August 19 and 20, this first-of-its-kind conference will feature guests (including our very own Chris Savage!) from companies that are invested in building stronger brands and creating compelling content in all forms. If you’re looking to learn how to foster organic growth, take marketing risks, or develop an audience of engaged advocates — this conference is for you.

Attending a marketing conference once meant spending an entire day in a windowless ballroom or glued to your computer screen for hours on end. By leveraging the power of podcasts, our conference sessions will be available for your listening pleasure no matter what you’re up to.

Wait a minute — what does an “audio-conference” really mean?

We’re taking the concept of an in-person conference and delivering it as a podcast. Built to Last attendees will receive access to a private podcast feed where we’ll release seven episodes over the two-day conference. Each episode will feature lessons and insights to help you craft memorable content and campaigns that create devoted audiences.

By signing up to attend this conference, you’ll get access to the content in real-time or on-demand (with show notes!). We encourage listening while making a meal, getting some fresh air, or moving your body. In other words — you do you!

Beyond the podcast episodes, we’re encouraging attendees to join our private community to network with each other, participate in facilitated discussions, and interact with select speakers live. Simply sign up to attend Build to Last and you’ll be invited to join — simple as pie.

We hope you’ll join us for this interactive podcast experience. If you’re as pumped as we are, then head on over to the Buffer site to register, see the full list of speakers, and get all the conference details. Oh, and be sure to charge those headphones so you’re ready to rock ’n roll!

Continue Reading

Trending

Copyright © 2019 Plolu.