As consumers increasingly use a multitude of online platforms and devices for their daily errands, brands can find themselves in a hard spot, where ad dollars are stretched thin across a variety of options.
Video production is proven to be one of the most effective ways to engage an audience. But beyond merely producing video content, brands don’t always know which route to take to get the best out of their productions.
Unless the product you’re selling is completely redefining a category or so innovative that people’s mind are blown away by simply learning that it exists, features are rarely what closes a sale.
What sells is establishing a real human connection. And in that regards, lifestyle brands and lifestyle commercials have a proven track record for being effective.
“Lifestyle brands, […] differentiate based on subjective, hard to quantify things like design. Lifestyle brands are fundamentally vehicles for self-expression. They don’t play by the rules of old-school marketing. They don’t try to be all things to all people. They simply are what they are, and in a world in which we’re increasingly defined by the products we buy, they can be an important part of our lives.” (Source: Emerchant.com)
In the realm of video, lifestyle commercials can encompass a broad range of narratives and styles, but a few features are common:
-A “realistic” shooting style that gives you the feeling of being part of the action.
-Talents that consumers can identify with.
-Scenes that reflects real-life situations
-A concept that is grounded into real world concerns.
Here is a couple examples taken from Helium Films’ portfolio:
Lifestyle Brands and lifestyle advertising has been around for decades now. Take Nike, Apple or Under armor for instance who literally became cultural phenomena thanks to their strong lifestyle positioning.
“There are a lot of opportunities for lifestyle brands to grow in the coming years, including in new lifestyle categories such as housewares and home furnishings.” (Source: Forbes)
For these brands, using a lifestyle approach allows them to more clearly differentiate their products by focusing less on the specific features (which can be difficult to appreciate for the layman consumer) and more on the overall experience they offer. Thereby instigating a sense of recognition and, if the brands deliver on its promises, long lasting trust.
The reason why lifestyle commercials are so effective is that they create in consumers a sense of belonging. They relate to their self image and desire for self expression. If produced correctly, they can be a powerful tool to shape the perceived image of a brand into a cohesive set of symbolism, personality, and values.
Using visuals, and in particular video, is the best way to truly embody a brand’s culture and style. Video advertising can create a sense of recognition that will connect with consumers in a much more effective way than other types of marketing products.
A strong brand that conveys clear values and an image of authenticity is extremely important in today’s marketplace. It’s not enough anymore to simply push out a product, even if this product is the best on the market. What drives consumer to go out of their way to buy a new product is a feeling that the brand behind it represents their aspiration, needs, wants and that sporting their product will be a way to make a statement.