Second to Mom

Commercial Video Production Case Study

Establishing A Brand's Personality On Film

Whenever we approach a commercial video production, we always take into account where a brand is in terms of development.

 

Second to Mom was a new brand that was preparing for their first product launch. We helped them identify and develop their brand personality for film, and then we produced three separate films with seven cuts for their marketing team to use in their launch campaign.

 

Brand Story Map & Personality

You can't create effective marketing videos without knowing who you are and how you fit into your customer's story.

 

Before pitching video concepts, we worked with Second 2 Mom and their marketing agency to help identify messaging and strategies that would perform best with their ideal customer. 

Second 2 Mom had some great brand assets when it came to product & design. However, they were missing key messaging & strategies when it came to reaching audiences through video.

Over the course of two meetings, we collaborated with the marketing team to identify their sales funnel, learn more about their ideal customers, and then identify strategies to reach them.

From those meetings, we created a Brand Story Map & Brand Personality Guide for them to use on their website, in marketing messaging, and as a guide for future video projects. We then used those assets to craft video concepts to achieve their goals.

Brand Story Map & Personality

Successful commercial video production is dependent on strong creative.

 

And you can't have strong creative without knowing who you are and how you fit into your customer's story.

 

Before pitching video concepts, we worked with Second 2 Mom and their marketing agency to help identify messaging and strategies that would perform best with their ideal customer. 

The Films We Made

Differentiation is crucial when it comes to commercial video production.

 

We differentiated Second to Mom from others brands in the space by adding a touch of humor to a stressful situation, without removing the empathy needed for an Innocent brand to be successful. 

Full Length Commercial Cut

This commercial video production was designed to appeal to parents who have experienced an exhausting morning after a sleepless night with a colicky baby.

 

The aim is to immediately identify the problem (colic) within the first five seconds for the purposes of engaging viewers, especially on YouTube, before the skip option presents itself. From there, we use comedic relatability to draw in the viewer (Hey! I’ve been there.), and then introduce the solution (Colic Relief Plus) before revealing the desired future (paradise/rest).

 

This film is designed to appeal to the Innocent (wants to experience paradise) & the Every-Person (wants to connect with others) by showing that they’re not the only ones who have experienced tough mornings as a result of a colicky baby.

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Hero Mom Cut

This cut differs from the full-length version by focusing on the mother in the story. It was created to give the marketing team the ability to test with audiences. It leans into empathy more than the original and the dad cuts.

Hero Dad Cut

This cut differs from the full-length version by focusing on the dad in the story. It was created to give the marketing team the ability to test with audiences. It leans more in the comedic direction than the original and the mom cuts.

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Text Message Digital Edits

This commercial video production was meant to be a disruptive form of video advertising.

 

This ad is designed to give the audience a window into a private conversation between two people, one of which is currently experiencing the exhaustion that comes with colic.

 

Each film is designed to appeal to the Innocent (wants to experience paradise) & the Every-Person (wants to connect with others) archetypes through empathy. The goal was to encourage parents that they're not the only ones experiencing difficulty with a colicky baby and to show that relief is possible.

Text Message 2

This cut differs from the first by using messaging that relates to parents who have been told by doctors that there's nothing that can be done for colic.

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Text Message 3

This cut differs from the full-length version by getting to the problem and delivering the solution within the first 5 seconds.

How To Product Film

This film is designed to show how simple and easy it is to use Colic Relief Plus.

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