EFFECTIVE VIDEO CONTENT MARKETING

CompanyVideos are Effective and Difficult content

Company Most challenging obstacles to success

ConsumerContent that people consume thoroughly and skim

ConsumerContent types people want to see in the future

ConsumerYouTube and Facebook video viewership

ConsumerYouTube video viewership by age

Hero, Hub, Help strategy by Google

REACH

Number of Content

Johnson & Johnson [Clean and Clear®]

SEE THE REAL ME

Clean and Clear◦Clean & Clear is a line of skincare products owned by Johnson & Johnson and currently available in 46 countries.◦Target: females from 12 to 24◦The brand was originally developed by Revlon as a line of sensitive skin personal care items and was introduced by1956.◦In 1991, Revlon sold Clean & Clear to Johnson & Johnson.

Background◦Clean & Clear needed to refresh the marketing strategy. ◦Clean & Clear advertising has always described friendships between girls, but in 2012 it was representing them the same way the company did in 1992, even though digital has significantly affected teens' perceptions of "friends."

In 2012, teens…◦Teens live in the world of social media and are very much out there and want to be seen, but they’re afraid of being judged. It was important that the content empower them on those same channels. ◦Teens made a dramatic shift in their media habits. Ten years ago, 45% of teens owned a cell phone. In 2012, 70% of teens own a smartphone and digital video is the #1 way to influence their perceptions. ◦Teens were actively searching for makeup tutorials and skin care tips, and they're happy if that content comes from a brand they trust. Clean & Clear has to be ready with the reliable content and guidance they're looking for.

Help Content◦How to Get Rid of & Prevent Acne◦Summer Fun & Skin Care Tips◦Cleansing Must Haves

Hub Content◦The videos share teens’ own stories and try to build confidence.◦It aims to strength brands with consumers but not sell to them overtly, no Clean & Clear products or mentions will be made in the short documentaries, and its logo appears only on an end card.◦Now there are 21 videos.

Hero ContentIt was the same series as Hub content but Clean & Clear collaborated with vine star and the 2014 MTV Video Music Awards.Princess Lauren◦Vine star◦She began using Vine in the summer of 2013 and accumulated approximately 2.5 million followers in only one year.

ResultClean & Clear…..◦Increased from a handful of videos on YouTube to more than 120 in one year.◦Spent $29.1 million on advertising in 2012 and $15.7 million in the first nine months of 2013.◦Earned millions of views for SEE THE REAL ME series. ◦Achieved double digit increases in market share.

Questions◦Do you think is the video content effective for start-up companies?

◦What are the obstacles for start-up companies to introduce video marketing? How should they solve the obstacles?