Us marketers spend a ton of time telling everyone what our brand is all about.

“We’re the Uber of the food industry”, or “We’re the fun, easy way to create presentations for B2B hamsters,” for example.

But today your brand isn’t what you say it is, it’s what your customers tell people it is. This room for interpretation means that your brand videos – especially the high-level campaign videos – must be strong enough to convey your implied persona and ensure that people understand not just what you do, but get the sense that you’re awesome. But, how do you do this? More importantly, how do you do it well?

The key is to focus on two customer-centric factors…


  • Use your video assets to evoke a strategic emotion from your audience, and second
  • Speak directly to your target audience’s real pain points

If you can crush these two components you’re golden. The first relates to your brand’s voice and tone and the second is all about building empathy and rapport. But if you need convincing, check out the latest video from Adobe Marketing Cloud.

How Adobe Gets This Right in 2013, Adobe Marketing Cloud released ‘Click Baby, Click”. This video was perfect because it used humor to create nervousness. It sparks anxiety by showcasing a scenario marketers will recognize and then cheekily asks, “do you know what your marketing is doing?”

The spot evokes real feeling in a clever way, and really does get you to question whether the systems you have in place are perfect, or if you could indeed use the help of this brand.

In any case, Click Baby, Click serves serves as a great example of using emotion to drive action, and would ya know it, Adobe has done it again!

Here’s the latest video spot:

What you can learn

So this video is awesome, but what are the solid takeaways?

#1. It’s all about that bass. (Just kidding, it’s all about your customers!)

Have you ever met anyone you got along with right away? Maybe they were behind you in the lunch line for a conference and muttered something about how olives are the worst and you thought to yourself, “man, this guy just gets it!” and BAM, you two were instant friends?

Anyway, it works the same way with the brands we love. Right after they prove they “get it”, you feel a spark of approval and just know you could do business with them.

The scenario in the latest Woo Woo video is perfect because it’s something every marketer understands, and it’s spot on with how we can latch onto the latest trends (even if they aren’t perfect). It definitely makes marketing practitioners laugh and think, “wow this company knows what’s up”.

With every video your company creates, try to reassure your audience you “get it”. Showcase scenarios your target audience will recognize, and empathize with their real (and most scary) pain points. Show them you understand their world and indicate where you fit in as a fix.

#2. Some paid distribution is a great idea

Promotion of your video is tricky. On one hand it seems that if you’ve created something amazing, everyone will want to share it, but only in very rare cases will an exceptional video actually have this effect.

You can’t buy engagement, says DigitasLBi Senior VP-Social Content Practice Lead John McCarus, but Ad Age notes that, “if content has a spark, a bit of spending, especially in the right place, can fan the flames.”

Adobe has extended their campaign into some paid spots with this type of distribution approach. Just take a look at the ad they ran on recently:

Adobe's purchased media on

This ad appears as you scroll between articles on Quartz, and if Adobe paid to sponsor the daily brief they’re reaching 50,000 of subscribers. With that compelling image, and their bright yellow “watch now” button, you can be sure they’d get a lot of engagement from the promotion.

The lesson here? Craft custom images to merchandise your content in paid promotion where it makes sense for your brand. Consider the still image that will attract a ton of clicks and after you’ve maxed out on organic reach, look into paid options that will capture the attention of your target audience where they hang out most.

#3. Build your videos around broad content themes

Finally you’ll notice that Adobe didn’t make just one video around the tagline “Do you know what your marketing is doing?”. That’s because this one relevant content theme can fuel a ton of assets. “Are you on Woo Woo” simply uses a different scenario to showcase the dangers of not having marketing tracking tools in place, and I’m sure there are plenty more possibilities.

When creating videos, get the most out of your messaging by coming up with a broad theme under which content assets will operate. Adobe’s content pillar is a question, but yours can be a statement or something you’d like to teach your audience. At Vidyard we made a video about a marketer who panicked when asked about numbers. That went under the campaign titled “Metrics Matter”. Look at your messaging and pick out large themes like this to build upon.

Overall, Adobe uses this video to effectively provoke a feeling of anxiety (curbed by the humor). By showing real scenarios marketers will recognize, they prove they “get it” and become a company you want to do business with. Pretty clever stuff you can do with your video marketing too.

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Jennifer Pepper