Large corporations with global name recognition face unique challenges regarding video marketing. In this post, we break down the strategies household names utilize to produce their corporate explainer video. After reading, you will be able to incorporate a similar methodology into your next marketing campaign.
- Arrow Electronics
- The Coca-Cola Company Explainer Video
- HubSpot Corporate Video
- Apple - Inclusion & Diversity
- General Electric
- Ahlstrom Munksjo
- Dropbox: Building The Future
- EDGE: Net Zero
- Imatech Brand Story
- Spicers Brand Story
- Parachute Brand Story
- Silva Homes: Company Explainer Video
- 75 Years of BIC: Corporate Advertising
- Practicus - Another way: Company Explainer Video
- Tide 75th Anniversary: Corporate Advertising
1. Arrow Electronics
Arrow is one of the leading electronic components manufacturers in the world. While they aren't well known to everyday consumers, they are a force within the technology manufacturing industry.
In order to stay competitive in the highly competitive B2B global sector, corporations like Arrow Electronics must convince other major companies that they are constantly innovating. The corporate animated video above demonstrates how Arrow positions itself in the market as an innovator and leader in research and development.
The corporate video starts by identifying notable scientific achievements and asks us, "what's next?" The copy implies that Arrow is currently working on new technology that will revolutionize communication without getting into specifics. We are left with the company's brilliant tagline "5 years ahead," supporting the company's pursuit to innovate and create new solutions.
Airbnb gives us a great example of how to communicate a mission statement through branding creatively.
One of Airbnb's main selling points is the option to rent from an actual person rather than a massive hotel corporation. The video argues that travelers can enjoy a sense of belonging anywhere in the world safely with their platform.
Using the corporate animation video above, Airbnb demonstrates how its company message ties into the Bello logo and the company's branding. The four elements of the logo represent people, places, love, and an "A" for Airbnb.
If you can find a way to incorporate your company messaging into your branding, your video marketing will resonate with viewers on a more personal level. Now every time we see an Airbnb logo, we will be reminded of people, places, and love.
10 The Best, Most Effective Brand Videos Ever
3. The Coca-Cola Company Explainer Video
A corporate explainer video usually delivers a broad company message rather than highlighting a specific product or service. The iconic brand Coca-Cola uses the explainer video above to educate viewers on what the company offers beyond a tasty, carbonated beverage.
Throughout the video, we see shots of not only people enjoying the products but how the company provides countless jobs all over the world and funds incredible social initiatives. Coca-Cola reminds us that the brand has been a leader in the space for decades and, in two minutes, lists multiple specific reasons why viewers should support the company outside of the quality of the product.
4. HubSpot Corporate Video
HubSpot chooses a 3-minute, 1980s-styled movie intro for its corporate marketing video. Through storytelling, the digital marketing company identifies how it is different than competitors.
Viewers are guided through the company's journey, different departments, background on the founders, and how HubSpot treats its employees. The storytelling creates a personal connection with potential clients and also builds consumer confidence.
If your company has a unique inception story or even operates differently from competitors, you can leverage stories to relate with viewers and humanize the brand.
5. Apple - Inclusion & Diversity
Apple's top-tier marketing is on full display in the corporate explainer video above. The technology company does an incredible job of delivering a company message while focusing on the user and product.
While many companies promote messages of inclusion, Apple directly relates the message to its value proposition. We see shots of people utilizing Apple products to help them connect and overcome obstacles over an incredibly strong voice-over. The messaging is much more powerful if you connect people to your products or services.
Lego's bold corporate animated video provides us with an example of straightforward messaging. Instead of making vague claims using popular buzzwords, Lego decides to showcase actual worker policies and specific pledges to sustainability in its explainer video.
The video is predominantly made up of text to drive home the policies. This is an excellent choice by the animators because the messaging is so profound and specific, it needs to be amplified.
At the end of the video, Lego ties the messaging of inclusion and sustainability into the product with the perfect tagline, "Rebuild the Future.”
7. General Electric
In many cases, an agency offering corporate video production services will do too much.
Many agencies focus on producing over-the-top visuals, music, and a VO. While these are essential aspects of every corporate video, the process can overlook the aspects that make the company unique.
Instead of creating a cutting-edge explainer video, GE highlights why it is one of the most recognizable American companies. The visuals and music are incredibly simple, focusing on GE's unparallel resume as a leader in US electrical manufacturing.
The critical takeaway is to focus on your company's strengths rather than over-producing and distracting viewers from what really matters.
8. Ahlstrom Munksjo
Paper products can be a boring subject, but Ahlstrom Munksjo created an engaging corporate marketing video using the power of animation.
The explainer takes us on a journey from a simple piece of paper to how the company is providing sustainable solutions. Ahlstrom Munksjo's use of animation allows the producers to bring excitement to an otherwise uninteresting subject.
Once the video gains your attention, the paper products wholesaler communicates plans for the future and outlines how it sets itself apart from other companies.
Geocent gives us another excellent example of an animated corporate explainer video. We featured the video because we love how the producers incorporated a play on words into their script.
The education services company guides us through examples of its services like cloud computing, deep space exploration, and dev sec ops with a visualization of walking through each field. As the video goes on, you will notice how it stays on topic by using phrases like "pave the way for progress," "walk through our approach," and "we're there every step of the way."
By using cohesive language, Geocent drives home its value proposition as a leader in technology education services. The video ends with the brand's tagline, "we make YOU our mission," wrapping up the ad and completing the unified messaging.
Humor is a great way to build a relationship with customers. Lyft offers an example by incorporating jokes to lighten the mood and present the company as relatable in its 3-minute corporate explainer video.
As we learn how the idea for the ridesharing company came about, the VO and visuals offer us a refreshing, entertaining journey about Lyft's values and vision for the future.
Adding comedy to a video ad can be risky, but quality scriptwriting can lead to an incredibly engaging and converting explainer video.
11. Dropbox: Building The Future
Our next example of corporate advertising comes from the file-sharing platform Dropbox. We chose this video to demonstrate how to effectively represent a wide audience in a company explainer video.
Dropbox features a spectrum of different characters from various ethnicities and cultural backgrounds using their product to collaborate on projects.
In addition, Dropbox subtly breaks gender norms, expanding its reach even further.
Even though the video is animated, under-represented viewers will feel signified while watching.
The reason why Dropbox's inclusivity is so effective is because it's done naturally.
It doesn't feel forced. So, when you create characters for your videos, consider a broad range of people to make your video resonate with a diverse audience.
12. EDGE: Net Zero
The real estate developer Edge gives us an excellent example of using multimedia in a company explainer video.
While the video's focal point is text, it also features live action, still images, clip art, analog numbers, a phone screen, and various forms of animation to deliver its plan to go net zero.
Combining various forms of media keeps viewers entertained and focused on their screens. They can't help being excited to see what comes next as the animated text guides them through the key talking points.
The only challenge with using multimedia in corporate advertising is maintaining cohesion. Edge keeps a consistent theme by using soft, neutral-colored backgrounds for its real estate explainer video.
13. Imatech Brand Story
For our next corporate advertising example, we draw inspiration from Iamtech's use of focal points.
The animators chose to incorporate part of the company’s logo in the ad. The ball guides viewers through the industry’s challenges, Imatche’s core values, and goals to end global waste cause by the financial sector.
Edge uses the ball to guide viewers through the video and highlights critical aspects of the explainer by adding text and additional imagery along the way.
This gets viewers to stop and think about essential information.
For example, Edge includes text describing its core values complimented by bursts of bright yellow and pink.
14. Spicers Brand Story
Some of the best corporate videos use storytelling to build a connection with viewers.
Spicers shares its humble beginnings as a paper company to evolve into spaces beyond print while staying true to its roots.
The story is personified using a piece of paper (another example of an explainer video for business using a focal point).
Spicer's business model evolves figuratively and literally through the video, demonstrating how the company has grown to accommodate the market's current needs.
15. Parachute Brand Story
Another company explainer video that uses storytelling is Parachute. In the example above, viewers are given an exclusive look at the foundation of the products by going inside the company's factory.
Sharing how products are made with consumers is a great way to build a connection.
Scenes of workers hand-crafting sheets from premium materials in Portugal portray an image of quality and care that is unusual for most consumer products.
People are more likely to engage with the brand when it's associated with people or a place rather than just another bed sheet.
Major brands like Kombi can be victims of their success by losing individuality in the shadow of their corporate entity.
Kombi uses an interview with the company's board chair in its corporate advertising video to offer a face and story to the globally renowned brand.
You can personify your organization by featuring employees or operators in the advertising to tell the brand's history or vision for the future.
Kombi does a great job incorporating the chairman's experiences in creating gloves for competitive skiers in the late 1960s.
17. Silva Homes: Company Explainer Video
Our next corporate advertising example comes from a housing association based out of Southeast England called Silva Homes.
We picked the video above to demonstrate the effectiveness of an upbeat pace.
Choosing a positive, optimistic voice-over and uplifting background music will excite your viewers about your corporation's products or services.
Despite a housing crisis, the video provides a hopeful outlook on the future by offering a viable solution.
After watching, viewers are left feeling confident that your corporation is the answer they've been looking for.
18. 75 Years of BIC: Corporate Advertising
The iconic corporation BIC celebrates its 75 years in business with an impressive explainer video campaign.
BIC uses its flagship product, the pen, as the ad's focal point by incorporating it into the script and animation.
Viewers are educated on the history of BIC, starting with the creation of their pen while also enjoying an animated pen drawing the visuals.
Anytime you can creatively leverage your product, you'll earn the attention of your target audience.
19. Practicus - Another way: Company Explainer Video
Possibly the most effective strategy used in company explainer videos is the tried-and-true formula of problem and solution.
Practicus, a consulting firm, identifies the problem with other consultants within the first 5 seconds of the video – they aren't providing the support necessary to help companies change.
The firm positions itself as a business partner and 'more than a consultant' to help solve the problem through implementing honest, ethical advice.
When viewers connect with a problem and are offered a solution that stands out from other options, they are immediately intrigued and highly likely to convert.
20. Tide 75th Anniversary: Corporate Advertising
Tide is possibly the most recognizable name in laundry detergent.
The corporate advertising video above separates the company from competitors by communicating its dedication to sustainable solutions through its brand story.
The video introduces Tide's first innovation, liquid laundry detergent in a recyclable container.
This signals to viewers that Tide isn't just implementing more sustainable options because it's trendy; they have been offering eco-friendly solutions for decades.
If you can infuse your core values with your brand story, you'll gain credibility in the market while avoiding being seen as opportunistic.
A corporate video is an essential marketing tool to communicate company values and create a relationship with potential customers. Hopefully, you can draw some inspiration from the videos we featured, but if you still need help, Yans Media is the perfect partner. Reach out to our team of professional animation specialists today for a free consultation.
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