As some chap* from across the pond is said to have said, “You can fool all of the people some of time, you can fool some of the people all of the time, but you can’t fool all the people all the time.”
Thing is, people aren’t fond of being fooled . . .unless you’re Penn or Teller or live in their fabulous fandom.
In real numbers: 75% of people don’t believe adverts. So then, how do you introduce a brand or product to a new market segment? Funny you should ask. Almost three-quarters of B2B marketers use video in their strategies because of the significant ROI.
Watch and learn, folks.
Reapit’s end-to-end technology platform is known and loved by thousands of smaller estate agencies . . . but not so much in larger enterprises circles. Reaching this audience called for video content that introduced the brand . . . and could be trusted. Clearly.
So there we were, shooting a 10-vid campaign and remembering why we love coming to work.
5 things we did.
- Be real. You can’t fool your way into building trust. Solution: Personal introductions to Reapit from real people in the company instead of actors. We’re talking about showcasing the knowledge and passionate of Reapit’s own rockstars. Yes, we needed rehearsals and coaching, but it was worth it.
- I’m not a number. Let’s get up close and personal. Solution: We had the interviewees looking down the lens and talking directly to the person watching. To keep it interesting, we had a secondary camera providing shots from different angles. It all came together beautifully in post-production.
- To infinity and beyond . . . only in Wapping, London. Solution: Choosing the right filming location is really important, so we secured large studio space with an infinity wall. That pure white, curved surface seamlessly blends the wall and the floor. Nice and clean, with no interference from a background. Worth it, if I say so myself.
- Make it short & sweet. Nuff said. Solution: Videos need to be short enough that people will watch them through to the end, but still give the whole story and sound natural. We cut the script. Cut it again. This took the longest time.
- Stop the boring. Focus. Solution: Each video only had one talking head talking about a single challenge. No swimming around in muddy waters. Also, we added animation for easy illustration of more complex topics.
It’s official. This is a brilliant series of no-selling sales vids with Reapit’s people telling Reapit’s story.
But don’t take our word for it. See for yourself:
* Abraham Lincoln if you must know