{"id":10435,"date":"2019-03-18T16:00:07","date_gmt":"2019-03-18T14:00:07","guid":{"rendered":"https:\/\/www.powtoon.com\/blog\/?p=10435"},"modified":"2023-02-19T09:10:27","modified_gmt":"2023-02-19T07:10:27","slug":"amplify-brand-awareness-video-influencer-interview","status":"publish","type":"post","link":"https:\/\/www.powtoon.com\/blog\/amplify-brand-awareness-video-influencer-interview\/","title":{"rendered":"How to Amplify Brand Awareness on a Budget with Character-Driven Video [Video Influencer Interview]"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Read Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes <\/span><\/span>\n<p>When marketers work for giants like Nike, Walmart, or Apple \u2014 finding ways to amplify brand awareness is the least of their worries. Heck, those guys could make a video commercial full of generic stock footage, slap their logo to the end screen, and they\u2019ll get crowds of people clapping, cheering, and wiping tears from their cheeks!<br><\/p>\n\n\n\n<p>But if a marketer is struggling to gain brand awareness and connect with their audience, it can be an uphill battle gaining that recognition. The challenge is to foster an emotional connection with the audience, and leave an everlasting impression that not only leads them to the product \u2014 but sticks with them for the long haul.<br><\/p>\n\n\n\n<p>To get your viewers to <em>sit up and notice<\/em> your video content, we\u2019re here to guide you toward building brand awareness on a shoestring using a character-driven approach. <\/p>\n\n\n\n<p>To bring you into the realm of storytelling, our Chief Evangelist, Renee Teeley, had a powwow with <a href=\"https:\/\/harmonbrothers.com\/home\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Harmon Brothers (opens in a new tab)\">Harmon Brothers<\/a>&#8216; CEO, Benton Crane, all about <strong>how to create and tell legendary tales<\/strong> that will melt the hearts of your viewers (in a good way). <em>Hint: It\u2019s all about the Hero\u2019s Journey. <\/em>Let\u2019s explore!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Enter Stage Left: A Character-Driven Approach<\/h2>\n\n\n\n<p>If you were to think about what Disney, Geiko, and McDonald\u2019s have in common, chances are it may not come to you automatically at first. The truth is though, each of these brands for decades has recreated emotional triggers for their customers through their <a href=\"https:\/\/www.linkdex.com\/en-us\/inked\/20-powerful-brand-mascots-consumers-love\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"iconic mascots (opens in a new tab)\">iconic mascots<\/a>. &nbsp;<\/p>\n\n\n\n<p>Mickey Mouse, the Geiko gecko, and Ronald McDonald are more than just animations or actors in clown suits. Creating a character-driven approach to your video marketing has a way of allowing viewers to tap into the empathy nugget of our brains (technically called the <em>supramarginal gyrus<\/em>), that intertwines the emotions of the characters we\u2019re watching with our own. <br><\/p>\n\n\n\n<p>Take for example this ad for <a href=\"https:\/\/purple.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Purple (opens in a new tab)\">Purple<\/a>, by Harmon Brothers, where they hired your (or at least my) favorite bedtime story heroine, my girl Goldilocks! <\/p>\n\n\n<p style=\"text-align: left;\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/4BvwpjaGZCQ\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n<p>Sorry if that made you laugh out loud at your office desk. Throughout the video, you might have found yourself staring at the screen, feeling for Goldilocks until she finds the Purple mattress that for her \u2014 and well, you \u2014 is <em><g class=\"gr_ gr_9 gr-alert gr_spell gr_inline_cards gr_run_anim ContextualSpelling\" id=\"9\" data-gr-id=\"9\">juuuuusst<\/g><\/em> right. <\/p>\n\n\n\n<p>Now here\u2019s a little challenge for you. Tonight when you go to sleep, try <em>not<\/em> to think about our gal Goldi. Characters have a magical way of making the messages we send out just stick in the minds of others. But picking a character that will help you tell, spread, and instill a message in your audience\u2019 hearts is only the half of battle. That\u2019s because <em>a character is only as good as the story they help to tell.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A Tale of Multiple Methods <\/h2>\n\n\n\n<p>In the Purple example, the story of Goldilocks is already ingrained in us. In many ways, knowing the character ahead of time makes us feel like we already have the inside scoop on what\u2019s going down. Leveraging a familiar character like that allows we viewers to fill in the gaps of the story while we watch, making us co-storytellers as the video unfolds.<br><\/p>\n\n\n\n<p>Even without playing into childhood tales and legends, implementing a storytelling structure is key to getting viewers to want to follow along, build intrigue, and <a rel=\"noreferrer noopener\" aria-label=\"increase video retention rates (opens in a new tab)\" href=\"https:\/\/www.powtoon.com\/blog\/increase-video-retention-rates-with-storytelling\/\" target=\"_blank\">increase video retention rates<\/a>. But which storytelling approach is right for you? <\/p>\n\n\n\n<p>Well, that\u2019s a bit of a sticky question, because <a rel=\"noreferrer noopener\" aria-label=\"the storytelling method (opens in a new tab)\" href=\"https:\/\/www.entrepreneur.com\/article\/305993\" target=\"_blank\">the storytelling method<\/a> you use will need to be aligned with the goals you\u2019re looking to achieve with your audience. No matter how the story is configured, each story needs a hero character. <\/p>\n\n\n\n<p>(We love <a rel=\"noreferrer noopener\" aria-label=\"the storytelling method (opens in a new tab)\" href=\"https:\/\/www.entrepreneur.com\/article\/305993\" target=\"_blank\">this infographic<\/a> to help you understand which storyline helps you deliver your message best!)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Best Practices: Luke Vs. Obi-Wan<\/h2>\n\n\n\n<p>Now it\u2019s easy to fall into the trap thinking that <em>you<\/em> (as the company) are the hero. After all, it is <em>your<\/em> product or service that saves the day after all. In reality, the viewer won\u2019t care about you being the hero. T<g class=\"gr_ gr_78 gr-alert gr_gramm gr_inline_cards gr_run_anim Punctuation only-ins replaceWithoutSep\" id=\"78\" data-gr-id=\"78\">hey<\/g> want to feel that <em>they\u2019re<\/em> the hero. But if that\u2019s the case, what part does that leave you to play?<br><\/p>\n\n\n\n<p>In the <a rel=\"noreferrer noopener\" aria-label=\"Hero\u2019s Journey (opens in a new tab)\" href=\"https:\/\/youtu.be\/wnlpo5n7x5Q\" target=\"_blank\">Hero\u2019s J<g class=\"gr_ gr_14 gr-alert gr_spell gr_inline_cards gr_run_anim ContextualSpelling ins-del multiReplace\" id=\"14\" data-gr-id=\"14\">ourney<\/g><\/a> model of storytelling, we usually have two main characters: the Hero and the Guide. Think of it as Luke Skywalker and Obi-Wan Kenobi. <\/p>\n\n\n\n<p>Now, I may not be a Star Wars fanatic, but this much I know: Luke, is undoubtedly the hero and Obi-Wan, the guide. Taking this structure, in your video, your prospects play the hero role, and you are their guides \u2014 handing over tools, skills, and wisdom they\u2019ll need to accomplish their goals. Create videos that <strong>put your customers center stage<\/strong> and guide them on the adventure of finding your product or service and becoming the legend that uses it to save the day!<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Budget Bit<\/h2>\n\n\n\n<p>Budget is never easy or comfortable to talk about, so I\u2019ll make this quick. Sure, Harmon Bros probably invested a lot in that Goldilocks video (just think of all those eggs!). The basic principle of storytelling, though, requires no budget. <\/p>\n\n\n\n<p>One of the easiest ways to make a marketing video using the Hero&#8217;s Journey is through <a rel=\"noreferrer noopener\" aria-label=\"testimonials (opens in a new tab)\" href=\"http:\/\/hubs.to\/ppdDp\" target=\"_blank\">testimonials<\/a>. Every company, no matter big or small, has its patrons and power users. They each have a unique story about what their world looked like without you, how they came to know your name, and why now they can\u2019t imagine life without you. If you ask them, most likely they\u2019ll be happy to send you a video of themselves <a rel=\"noreferrer noopener\" aria-label=\"telling their story (opens in a new tab)\" href=\"https:\/\/youtu.be\/bds3zHONIig\" target=\"_blank\">telling their story<\/a>. This method offers a double win: <\/p>\n\n\n\n<p>1) It turns proud users into even prouder ambassadors and, <\/p>\n\n\n\n<p>2) showcases characters (I mean people) to audiences at the top of the funnel who are similar to their <a href=\"http:\/\/hubs.to\/ppdDf\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"buyer persona (opens in a new tab)\">buyer persona<\/a>, and have been changed by your product. &nbsp;&nbsp;&nbsp;&nbsp; <br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Voyage Must-Haves<\/h2>\n\n\n\n<p>When it comes to amplifying brand awareness on a budget, the key is to use one of our most basic and fundamental human characteristics \u2014 storytelling \u2014 to make your video viewers into heroes and guide them through their journey to victory. <\/p>\n\n\n\n<p>To learn more about how to create that campfire experience for your viewers with the Hero\u2019s Journey, be sure to check out <a rel=\"noreferrer noopener\" aria-label=\"Episode 5 (opens in a new tab)\" href=\"https:\/\/youtu.be\/GER4FYSQkYQ\" target=\"_blank\">Episode 5<\/a> of the <a rel=\"noreferrer noopener\" aria-label=\"#MakeItAwesome Show (opens in a new tab)\" href=\"https:\/\/www.youtube.com\/watch?v=Qcc4R_YY2hQ&amp;list=PLrSpljtyyLBz_JRzj2h1klGrpWsasx48v\" target=\"_blank\">#MakeItAwesome Show<\/a> where Renee Teeley gets chatting with Benton Crane (CEO of Harmon Brothers) on mastering the art of video storytelling. <br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What\u2019s YOUR Story?<\/h2>\n\n\n\n<p>Got any of your own tips for video marketing storytelling? Let us know in the comments below or on <a rel=\"noreferrer noopener\" aria-label=\"YouTube (opens in a new tab)\" href=\"https:\/\/youtu.be\/GER4FYSQkYQ\" target=\"_blank\">YouTube<\/a>. Last but not least, don\u2019t forget to subscribe to <a href=\"https:\/\/www.youtube.com\/Powtoon\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Powtoon\u2019s YouTube channel (opens in a new tab)\">Powtoon\u2019s YouTube channel<\/a> for more episodes of the #MakeItAwesome Show and more awesome content from the Powtoon team! <br><\/p>\n\n\n\n<p>Stay Awesome! <br><\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>When marketers work for giants like Nike, Walmart, or Apple \u2014 finding ways to amplify brand awareness is the least of their worries. Heck, those guys could make a video commercial full of generic stock footage, slap their logo to&#8230;<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":52,"featured_media":10436,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"twitterCardType":"","cardImageID":0,"cardImage":"","cardTitle":"","cardDesc":"","cardImageAlt":"","cardPlayer":"","cardPlayerWidth":0,"cardPlayerHeight":0,"cardPlayerStream":"","cardPlayerCodec":"","footnotes":""},"categories":[756],"tags":[553,999,922,90,1000,1002,1001,179,636,924,505],"class_list":["post-10435","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-ads","tag-brand-awareness","tag-branding","tag-character","tag-character-driven","tag-facebook-ads","tag-harmon-brothers","tag-marketing","tag-video","tag-youtube-ads","tag-youtube-video-marketing","has-post-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Amplify Brand Awareness with Character-Driven Video<\/title>\n<meta name=\"description\" content=\"Want to amplify brand awareness, but don&#039;t have a Nike sized budget? 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