Even though blockbusters are frequent, short videos also have their own natural hard wounds - limited duration, single script structure and excessive entertainment attributes, etc., so long-form film and television content is becoming a new carrier for them to impress consumers and convey brand culture.
For most consumers, the massive amount of short video brand marketing content has made them tired, and those long-form content that integrates film art can stimulate their viewing interest and allow brands to obtain better communication benefits. As a result, many brands have begun to use long film and television content that is both narrative and artistic for content marketing.
Last year, Rudcher launched a skin cancer prevention education film called "In the Sun", which aims to promote the need for sunscreen to prevent skin cancer. Ludbris said brands want to increase user stickiness with longer, more content-based video content and make it look less like a traditional marketing campaign and more like a cultural communication behavior. Tyler Rochwerg, head of creative content at Neutrogena Studios, said in an interview with WWD: "74% of consumers are avoiding advertising. When this trend is perceived, brands must begin to reflect on how to better communicate the brand message to consumers. So one of the most effective ways to do this is to turn the story into video content with entertainment attributes, rather than the traditional form of TV advertising. ”
《In the Sun》
In March, Sephora launched a documentary on HBO Max called "The Beauty of Blacks" in collaboration with Vox Media and Vox Creative, which tells the story of Fashion Fairs, a black makeup brand that Sephora acquired in 2019. Abigail Jacobs, senior vice president of branding and integrated marketing at Sephora, said in an interview that documentary formats can explore the issue of inclusivity in the beauty industry in more depth than traditional content marketing methods, and can bring stronger feelings to the audience.
The Beauty of Black People
In addition, Pat McGrath Labs has partnered with Netflix's new series Bridgerton to launch a co-branded series.
In March last year, the high-end skincare brand SK-II also announced the establishment of the brand film studio SK-II STUDIO, and released the first work directed by Hirokazu Kore-eda, "Middle Swimway", which received a strong response in the industry as soon as it was released, and the story of Ikee Rihanako in the film also touched many consumers. Subsequently, "Middle Lane" also won the bronze medal at the 2021 Cannes International Advertising Festival, and the organizers commented on the film: "Through creativity, turn brand content into culture", which also reflects SK-II's success in film content marketing.
"Middle Lane"
Then, in May last year, SK-II once again released the VS# Rewrite Destiny # animation series based on the real experiences of 6 groups of female athletes, exploring the various pressures that women are facing at the moment, which is also recognized by a large number of audiences. SK-II, the VS# Rewrite Destiny animated series, is actually the core concept of the brand that has been continuing for many years. Earlier, SK-II also launched films such as "She Finally Went to the Blind Date Corner", "Life Has No Limit", "Why They Don't Go Home for the New Year" and other films, focusing on the invisible pressure brought about by factors such as career, marriage pressure, and the "leftover woman" label, which was also widely praised by the global female group.
Even though short videos have unstoppable heat at the moment, their limited duration is destined to be difficult to carry a slow, subtle and in-depth narrative process. On the contrary, every story related to the brand can be deeply told in the film, organically combining vision and hearing, infecting every audience, thus stimulating emotions. And more importantly, the beauty brand's direct involvement in content production of a film has the advantage that they can take the initiative and have more room for more performance. From beginning to end through the film, it can be more integrated with the plot, will not flash like a simple implant, and both the product and the brand can be more in-depth and richly presented.
And on another level, film and television dramas with entertainment attributes can better assume the guiding role of educating consumers. Sebastian Garcia-Vinyard, content director at Neutrogena Studios, said that it is precisely because of The Neutrogena Studios' own mass market positioning and long-term focus on the field of skin cancer prevention that it will choose to promote the importance of skin cancer prevention in the form of movies. "We've been a leader in skin cancer education, but we're also aware of the complex difficulties of communicating expertise to the mass market," he said. So we're rethinking the way we spread in search of better communication outcomes. ”
In this regard, Ludque's solution is to launch Neutrogena Studios, a studio specializing in filmmaking. Sebastian Garcia-Vinyard told WWD: "The beauty and skincare industry and the film entertainment industry have a symbiotic relationship in terms of cultural influence. Mass-market brands like ours have a lot of potential to grow in the field of film entertainment. ”
Jerrod Blandino, chief creative officer and founder of American makeup brand Too Faced, also told WWD that the brand is preparing a documentary about the brand's behind-the-scenes scenes, while also considering making a reality show. "The emotional nature of 'beauty' makes it easy to produce long film and television content. In the field of big fashion, we can often see film documentaries about luxury goods and fashion, and the film entertainment industry has a long history of 'snooping' on the fashion field, but for the beauty and skin care industry, there are very few. Therefore, I think that the process of how to create a beauty brand, how to develop a product, adapting a movie of the growth narrative and bringing it to the market, will be a new marketing trend in the beauty and skin care field. ”
Too Faced
Long movies can not only tell consumers about brand culture, but also convey the values of the brand to them. For example, Amyris' brand of natural skincare, Biossance, has appointed American actress Reese Witherspoon as its global brand ambassador and partnered with her production company, Hello Sunshine, to co-produce video content. Reese Witherspoon previously said in an interview with WWD: "I'm very good at making movies and TV shows, and in some ways, partnering with Biossance is also about expanding my knowledge. ”
Catherine Gore, President of Biossance, said: "We are exploring what a new form of marketing content for beauty brands will look like. The collaboration with Reese Witherspoon will allow these films and tv content to arouse consumer curiosity and include a lot of beauty and skincare expertise. Because the beauty industry is still a 'rather mysterious' field, many consumers still have doubts about some terms, ingredients, and efficacy, so using movies, we can do a good job of conveying information to consumers about skin care and product use. "On the other hand, through its partnership with Reese Witherspoon, Biossance can also reach its large fan base. On Instagram alone, Reese Witherspoon has more than 27.5 million followers.
Reese Witherspoon
According to Catherine Gore, today's consumers are very good at getting the information they want from a variety of different sources. "The film and television entertainment industry is very good at meeting the needs of the public in this regard, while the beauty and skin care industry can provide a lot of material, so the two fields can cooperate well to produce works." She went on to say: "People can watch the entire Netflix series of interest in one day, and in this case, longer branded video content is obviously more advantageous because it allows people to focus on it for a longer period of time, which leads to better communication." ”
With film marketing, fashion luxury brands are already ahead of the curve. In terms of effect, this form is often a win-win situation.
Even though short videos have unstoppable heat at the moment, their limited duration is destined to be difficult to carry a slow, subtle and in-depth narrative process. On the contrary, every story related to beauty and skin care can be deeply told in the film, organically combining sight, touch and smell, infecting every audience, thereby stimulating emotions.
Through the film entertainment industry, beauty and skin care brands may be able to find a narrative channel that has yet to be deeply developed, and complex and attractive materials such as ingredients, efficacy, raw materials, brand stories, etc., will be their biggest advantage. At the same time, using movies to describe the imagination of the beauty of the ideal is also a spell that will always be effective for consumers. WWD
Written by Jason
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