Any brand can produce high-quality video content that is seen by millions of viewers, thanks to the Internet.Visual storytelling is a new PR and marketing tool for a lot of brands. You used to need incredibly deep pockets to afford the production and placement of a quality commercial, and even then there was no guarantee audiences would respond positively and engage with your brand after seeing it. Fortunately, that’s not the case anymore.

We live in the era of YouTube, Vimeo, Vine, et al. Sure, it doesn’t hurt to have your video play on prime-time TV, but we also live in the era of the DVR, where people can fast-forward through commercials at will. The Internet, however, has effectively changed the rules of the game. Now, any brand can produce a high-quality, engaging and entertaining video that tells a story and then put it in front of millions of eyes. It’s not about how deep your pockets are anymore. Instead, it’s about creativity and a strategic approach to social media and content sharing.

As a Boston tech PR firm, March constantly strives to find new and creative ways of telling our clients’ stories to the world. Compelling video content can be invaluable in doing so. So, each day this week, we’re going to take a look at a great example of effective visual storytelling. We’re looking for creativity, production value, effective messaging and online distribution. Hopefully, these examples will help you lay out a roadmap for your brand’s foray into visual storytelling.

Have a Coke and a Smile

“Have a Coke and a smile” was a slogan first used by Coca Cola in the late 1970s. It was used in TV commercials and print ads for many years, meant to make audiences feel that having a Coke would put smiles on their faces and make their days a little bit brighter. Now of course, a can of Coke by itself does not a happy person make (unless you really, really want one, I guess). The point is that the brand was able to equate a feeling of happiness with drinking its product.

Here’s a recent video that aims to do the same. In it, the beverage company is speaking directly to parents, specifically those with young children. Any parent, myself included, can likely relate to what the actors in this video go through.

It reminds you of all the craziness that comes with parenthood. The constant feeling that a tornado just swept through your living room. Waking up at 3 a.m. and tripping on toys as you stumble down the hall half-awake to change a diaper.

But then we see the parents in this video find out that Baby #2 is on the way, of course while drinking a Coke, and they are happy as can be. Why? Because in that moment, all they can remember are the wonderful things about being parents. And while a cold bottle of Coke has nothing to do with the roller coaster that is parenthood, the video tells a nice story that its target audience can relate to, and elicits positive emotions, making it easier to associate the product with those positive feelings.

It’s creative, entertaining, appealing to its target audience and doesn’t hit you over the head with the brand name every three seconds. It’s visual storytelling done right, and a PR tool that every brand can put to good use.

Read More:

Video for PR Part 2: It’s Not All About the Product 


Want to learn more?

In The Evolution of PR, Content Marketing and Blogging, we cover:

- The ongoing changes in the world of PR
- The principles of content marketing for tech companies
- Important blogging strategies
- How to use press releases for more than just brand-building

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