How to use video for B2B marketing strategy
Video marketing is one of the fastest ways to sell in a business, there are top brands that demonstrate their product via videos.
Many B2B business marketers have made their budget to receive a high return on investment (ROI) some of the top brands are –
Case Study - Dove
Dove started its life in 1957 in the US as a new beauty cleansing bar. With mild cleanser and moisturizing cream.
Dove’s iconic beauty bar rinses cleaner than the soap that leaves skin soft and smooth.
At the early time, the dove was a great brand that has grown to a net worth of around $100 million.
History
Dove started making a wide range of products for the needs of men, women, and toddlers. And the product was manufactured in Argentina, Australia, Bangladesh, Brazil, Canada, China, Egypt, Germany, India, Indonesia, Iran, Israel, Ireland, Japan, Mexico, Netherlands, Pakistan, Philippines, Poland, South Africa, South Korea, Thailand, Turkey, and the United States.
Dove Marketing Strategy
Dove products are is syntenic surfactants and other vegetable oil and salt there is no animal testing involved in the manufacturing process.
- The biggest advantage is the freshness and moisturizing property of dove products for women, it’s a venture into the body. Mothers around the world have fallen instantly in love with products like a baby bar, baby wash, etc.
- In January 2010 men dove bought out Dove Men+ Care which includes body wash, shampoo, and deodorants.
Procedure
The Dove was created to make cleanliness, something that will relax women and contribute to the personal attractiveness who use the product.
Dove surveyed more than 3,000 women in 10 different countries, surveyed and the result was very upsetting as only 2% of women considered themselves beautiful.
In the year 2004 Dove made their first campaign and video for ‘Dove Real Beauty’ and at that time it was one of the most successful campaigns of all time.
Dove was not always a successful one because like everyone they also have their ups and downs in the game. In the year 2017, one of the video ads was criticized because of its lack of attention to detail.
The ad led to public outcry of Dove being racially insensitive because many people interpreted a black woman changing into a white woman to be an inappropriate message.
Result -
Dove apologized for their mistake and the campaign was removed, later on after a few years Dove comeback with its strong video ads that make the audience feel connected with them.
After launching the campaign, the sale of doves jumped from $2.5 billion to $4 billion. And it is the number one soap brand and bestselling product in the US.Case Study – How to use video for B2B marketing strategy