Video Production: Our Take...

Why video marketing is the only choice for a World Cup year

17th July 2018


Where were you when England battled it out with Croatia for a place in the World Cup Final? Well, you were probably among the 26.5 million people  in the UK watching on television – over a third of the population – and that doesn’t include pubs and big screens. When you look globally at the numbers - the 2014 World Cup reached 3.2 billion viewers, an incredible 48% of the entire population - the audience size provides a huge opportunity for the companies paying big money for TV adverts in the breaks.

So the truism that football is more than just a sport is seen most clearly during a World Cup. It unites nations and pulls in viewers that would never normally watch football. And this means marketing needs to be aimed at a much wider audience, to include not just traditional football fans but everyone swept away by it all.

In the past, companies like Nike have capitalised on the scale of the competition by producing great viral marketing videos such as Winner Stays On or The Last Game in 2014, which amassed 39 million and 50 million views respectively on YouTube alone. These videos, with their high levels of creativity and quality, inspire people to watch and, crucially, to share.

And yet, in the age of social media, Hollywood-style mega campaigns aren’t the only way to engage your potential audience through video. There have been examples of a tonal shift at this World Cup, as companies focus on the smaller scale, presenting more personal stories or using footballing trends to introduce their brand. Aviva’s VAR introduction of their new dashcam and Umbro’s How to Make a Hit World Cup Anthem aren’t traditional stylish blockbusters, but they are a great example of the impact a little ingenuity and the power of social can have when paired with the World Cup. These smaller-budget, regional campaigns are far more within the reach of smaller to medium companies - though the potential for the boost in sales or achievement of business goals remains high.

Whatever the scale of the campaign, video marketing is a proven and powerful tool. The engagement rates are what sets it apart: a recent article found that “video content is shared about 1,200 percent more than the traditional text content”. The key is finding a story or theme - not just to link your product to the World Cup - but to resonate with your target audience. That’s what gets your content picked up and shared. And with such a vast audience to tap into, the rewards can be huge.

If you’re looking to differentiate yourself from the crowd and produce a unique piece of video marketing contact us at info@middletable.com or call us on 020 3890 7356.

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Our Team

Louise Beale

Chloe Potter

Adam Cottam

Richard Zackheim