Our lifestyles seem to change rapidly with advancements in technology, and those advancements bring fast-changing times for branding, marketing, and advertising as well. The creator space has become part of the very fabric of society, and more and more of us are using recording devices to document our lives. With the growing usage of tools like ad-blocking software and a saturated market brimming with competition, it has become increasingly difficult to reach consumers in modern times. So how does a brand get its message across?
Enter social media marketing, an increasingly effective tactic that brands are doubling down on now more than ever. The global market for influencer marketing has exploded in the past decade and is predicted to grow to $51.6 billion by 2030. But whether it’s a collaboration with an influencer or another form of partnership with an individual or organization (like affiliate marketing), branded video content centers around the use of engaging, story-driven content.
@viralnationinc Viral Nation’s Director of Talent for the Family, Pets and DIY verticals, Madelyn Fischer, broke down how brands and creators can come together to create a successful brand campaign! 👏 Madelyn explained the importance of creative expression in influencer marketing by highlighting our exclusive talent @TheMcCartys . In their collaboration with Rainbow High, The McCarty's meticulously executed a successful campaign that showcased the brands' product while remaining true to their creative form and content. #InfluencerMarketing #BrandCampaign #TalentAgent #ViralNation #TheMcCartys #FamilyComedy #RainbowHigh ♬ Stylish and cool BGM for VLOG(1528668) - Mrs.Simpson.
From sponsored Instagram posts and influencer-driven campaigns to branded content series and immersive social activations, branded content is so entertaining, informative, and engaging that consumers are often highly engaged and share it with their networks.
The 10 Top Branded Video Content Examples
We decided to put together a list of the 10 best examples of branded content – some past successes, and others of more recent fanfare. Each selection was picked for its unique perspective and approach to branded content, and the success achieved through those efforts. At the end of the day, whether your goal is sales-based or focused on brand building, creating content that engages the masses is a win for any business.
1. Honda and OK Go Team Up for Innovative Music Video Campaign
This campaign is a winner in the fun and creativity department. OK Go is an alternative rock band from Chicago known for their funny and immensely creative music videos. This is the band that did the infamous treadmill choreography music video for their 2009 hit “Here It Goes Again”.
This music video was ahead of its time, both in creativity and in its foreshadowing of viral video content. It could be argued that OK Go inspired some of the pioneering trends of virality on social media. But we digress…
Fast forward a few years, and OK Go’s video for 2014’s “I Won’t Let You Down”, which debuted on NBC’s Today Show, put a whole new spin on product placement. In the video, band members can be seen cavorting around on Honda’s UNI-CUB self-balancing unicycles, which represented a massive PR coup and cross-promotion “vehicle” for the automaking company…no pun intended.
While the video lacks any actual mention of Honda, the video on the band’s YouTube page, which has accumulated over 50 million views to date, linked to an interactive website (now offline), which allowed viewers to see behind-the-scenes footage, interviews, and information about the Honda UNI-CUB itself.
Whether or not the masses ran out their doors and scrambled to purchase a UNI-CUB or not is mostly irrelevant. The sheer volume of brand awareness (and viewership) achieved from the video was a huge win for Honda. And the tact with which it was deployed, with its casual lack of direct brand and product placement, displayed a level of creativity and design that other brands surely have blueprinted in their marketing content. Much like the band itself, Honda was a bit of a trendsetter with this campaign.
2. “David Harbour vs. God of War”: A Gamespot and Sony Collaboration
This piece of content marketing is a shining example of the power that celebrities bring to branded content. David Harbour, the star of Netflix’s colossal hit Stranger Things series, brought his love for the God of War franchise to this video, in which he plays through the newest version of the game alongside Gamespot’s Lucy James and Sony’s Cory Barlog. Harbour’s personality shines in this hilarious video, chock-full of God Of War commentary and tiny cups of coffee in obscure glassware.
The reason this spot was successful isn’t difficult to assume. Seeing as he stars in one of Netflix’s most binged series of all time, Harbour was the perfect choice to both draw in viewers who may not have necessarily been fans of God of War, and also enhance the experience for existing fans.
3. “IHOP” Becomes “IHOB”
This one sent both social media and traditional media ablaze when it dropped in 2018. What began as a laughed off attempt at re-establishing market relevancy quickly turned into one of the best content marketing wins in recent memory. In fact, IHOP’s name change should probably be recognized as one of the greatest brand awareness campaigns of all time. The concept, while inherently risky, was simple in nature. Though the company was introducing something fairly ordinary in the restaurant industry (a range of burgers), the virality they generated was greater than anyone could have imagined.
This was more than a gimmick. The famously pancake-focused brand literally went as far as to actually change the signage on their restaurants that reflected their (temporary) name change. Talk about taking an idea and running with it!
Some people (including competitors) universally mocked the company for this campaign but the results likely silenced those critics. IHOP generated more conversation than McDonald’s, Burger King, and Wendy’s (who are social media savvy) with a simple niche that captured the entire world’s attention. And oh yeah, the campaign quadrupled the company’s burger sales.
So for all the laughs the name change induced with viewers, it ended up producing a massive spike in business for the pancake house. It’s fair to say that IHOP got the last laugh on this one.
Learn how community-centric strategies drive engagement and ROI
4. The Stanley Cup Craze: How Influencers Turned a Water Bottle Into a Must-Have Trend
When your water bottle becomes more famous than your favorite TikToker, you know it’s a big deal. The Stanley Cup craze took social media by storm, fueled by a potent blend of timely content from online creators and a steady stream of viral TikTok videos. What began as a simple, yet durable water bottle design from a company known for making thermoses quickly became a must-have accessory, thanks to influencers who showcased its functionality and style across social media platforms.
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By collaborating with health, fitness, and lifestyle influencers, Stanley’s now-iconic tumbler became more than just a productᅳit became a social trend. This campaign is a perfect example of how a brand can capitalize on influencer marketing to transform an everyday item into a viral sensation. Through user-generated content and influencer endorsements, Stanley saw explosive growth in both brand awareness and sales, proving that the right partnership can turn a practical product into a cultural phenomenon.
5. ‘Good Looking Out’:Complex and SIMPLE Mobile’s Inspiring Web Series for Millennials
Who doesn’t love a good inspirational story? “Good Looking Out” is a branded web series created by Complex and SIMPLE Mobile that gives millennial entrepreneurs an opportunity to receive mentorship from heavy hitters who are successful in their field and relevant in their industry. It’s a well-produced series that showcases young talent in everything from fashion to the culinary arts. It’s sort of like a more trendy version of ‘Shark Tank.’
With SIMPLE Mobile putting their name on the show, they effectively positioned themselves as a company invested in the ideas and talents of their customer base. This is target marketing at its finest. Utilizing a content outlet of this nature empowers them to comment on issues that are close to their hearts and reflects their ideals as an organization.
6. Elton John’s Journey in John Lewis’s ‘The Boy and the Piano’ Christmas Ad
Social media has more than its fair share of ‘before and after’ themed content. But this depiction of the concept is content marketing gold. John Lewis, the U.K. department store chain, capitalized on the holiday market and created an extremely well-produced commercial. Starring no other than Sir Elton John himself, “The Boy and the Piano” spot took us back through the many stages of his career and his childhood.
The campaign tugged at the heartstrings by bringing us back to his (reenacted) childhood and the day he received his first piano. It symbolized how the right gift can inspire and help chart the course of someone’s entire life. Stirring the emotions of consumers, coupled with the high production value of the content itself, proved to be a pleasing blend of well-executed promotion and heart-warming nostalgia.
7. IKEA’S ‘Oddly IKEA’ Campaign: A Creative Use of ASMR
ASMR (Autonomous Sensory Meridian Response) swept across the feeds of social media users like a swift wind when it became popular back in 2010. But it was the kind of breeze that soothes your stress-filled mind. ASMR is often described as the oddly tingly, relaxing sensation that sounds like whispers and ambient noise can cause. Brands like W Magazine and Applebee’s were some of the first companies to begin cashing in on the ASMR craze by incorporating it into their ad campaigns.
Following in their footsteps, furniture conglomerate IKEA released a series of 25 minute ASMR videos for their “Oddly IKEA” campaign. The video campaign was designed to showcase their back-to-school dorm essentials, with a focus on highlighting the dorm environments themselves.
The videos were undeniably relaxing, and its timely execution optimized the effectiveness of the campaign by capitalizing on a popular trend. It was proof that brands can absolutely feature their products or services in their advertising content, while also offering their audiences something of intrinsic value. And for Ikea, who specializes in selling furniture meant for relaxation, it’s an ingenious angle that should be applauded for its focus on consumer psychology.
8. ‘WW Freestyle’ – Weight Watchers + DJ Khaled
At the beginning of 2018, global music icon DJ Khaled became Weight Watchers’ official social media ambassador, which was a bold move for both Weight Watchers and the artist. With the campaign, fans could follow along on social media as DJ Khaled participated in the WW Freestyle program. And being that DJ Khaled is about as avid a Snapchat and Instagram user as there is, the selection was a great choice for brand building on social, while also appealing to a new generation of potential customers.
Weight Watchers’ campaign demonstrated the brilliance that can be found when brands are strategic about the personalities they partner with. DJ Khaled boasts a massive audience that is young, social media savvy, and substantially more irreverent than Weight Watchers’ previous ambassadors. Khaled brought in a whole new younger, male audience to the diet and weight loss brand, and lo and behold, it worked: CNN reported that the company’s shares immediately rose by more than 6%.
9. Wale, Revolt, and Under Armour: A Winning Formula for Cause-Based Marketing – Revolt + Under Armour
Aligning with partners who speak to your audience and reflect your brand values is crucial in maximizing your marketing efforts. Recording artist and sports super fan Wale gave back to his hometown in this collaboration between Revolt and Under Armour. This was a partnership that emphasized the power of celebrity influencers, especially those supporting a cause.
Combining Revolt’s expertise in hip-hop culture with Under Armour’s freshly launched HOVR running shoe, this program was a great way to promote a healthy, active lifestyle through community engagement. Fun, heartwarming, and motivational material is always a formula for success when it’s authentic and well-executed.
Learn how community-centric strategies drive engagement and ROI
10. Apple’s ‘The Whole Working-from-Home Thing’ Campaign
The pandemic was a difficult time for us all, but as we began to re-emerge from social distancing, Apple’s “The Whole Working-from-Home Thing” campaign nailed the realities of remote work and turned relatable chaos into clever branded content. Launched at the height of the work-from-home era, the ad follows a team of coworkers struggling to complete a project amid everyday distractions.
Everyone knows that Apple is at the pinnacle of branding, and they seamlessly weave their products into the narrative, showing how their tech simplifies even the most stressful situations. By mixing a blend of humor with authenticity, Apple connected with millions of remote workers, proving once again that great branded content isn’t about a hard sell, but about telling a story people see themselves in.
Create Impactful Branded Content with Viral Nation’s Expertise
Branded video content has the power to captivate, connect, and convert—and Viral Nation is here to help you harness that power. Whether it’s through influencer-led campaigns or expertly crafted branded content, we specialize in making your brand stand out in a crowd. If you’re ready to turn everyday content into a cultural moment like the examples in this blog, reach out to us today!
