This week’s edition of the best branded vines is a lesson on not only what to do in a successful campaign, but what NOT to do. Getting a massive number of views on an ad is never a bad thing, but sending the wrong message or creating an ad that takes the focus away from the product or company can be. The quality of engagement is even more important than the quantity. Let these Vines show you why.
Best Branded Vines of the Past 7 Days
#1 Sony Electronics
One thing I like to do when evaluating the Vines each week is watching them first with the sound muted, to see what I feel the message is and what emotion is evoked without the sound. Then I turn it on and check out the total package. In this case Sony’s message was clear. Play games with your friends on the open beta for the PlayStation Now. Even with the brevity of a Vine, I wanted to watch this one again and again in hopes that maybe the little clay gamers would do something different the next time. On the downside it didn’t need the sound at all. It was poor quality and didn’t enhance the message. In such a short ad everything added must have a purpose.
#2 Dollar Shave Club
While it certainly made me laugh, the second Vine on our list this week may have sent the wrong message. It is intended to reminder viewers to replace their razors, hopefully with a Dollar Shave Club razor. In fact the first thing I did when watching this was cringe. The mere thought of using a cheese grater on my face makes me want to swear off shaving entirely and become a mountain man. When going for a laugh in your ads be mindful of the more lasting message your viewer will take with them.
#3 Pepsi Max UK
Pepsi put forth a clever jump cut/stop motion animated video demonstrating a delicious way to prepare Pepsi Max. Once I watched it through a few times I thought it was to the point and it did leave me wanting to give the drink a shot. The only problem was in the lighting and camera work of the Vine. While it only lasted 6 seconds, the Vine must have taken all day to make as the lighting and camera angle was constantly changing and distracting from the product. I was even distracted so much that I was able to watch the sun shift from one end of a piece of furniture in the background to the other. Under-producing an ad can be just as distracting as over-producing one.
I absolutely loved a trio of Vines from Delta I saw this week centered around the mixed drinks available on their flights. They were well done, nicely animated, had a great soundtrack and they were even mindful to warn viewers about the seriousness of drinking responsibly. Yet with each ad I was left wondering who was actually paying the listed price for these cocktails. Then it hit me. The ads were targeted to the Gold, Platinum and Diamond customers on Delta. In total the 3 ads got less than 30k views. The main misstep by Delta here was creating an ad where the target audience itself was simply too small for the Vine to catch on.
#5 Taco Bell
Taco Bell is a company that gets social media marketing. This vine is a perfect example of the type of content that should come through Vine. It is entertaining, nicely done but not overdone and it does a great job at targeting the core demographic for Taco Bell. When it comes to Vines, simple is best. I know I said I’d tell you an example of what NOT to do in each Vine this week, but this video is an exception. If you aren’t making vines as simple as this, you may be overdoing it.
Thanks to our friends at Unruly for the suggestions.