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Imagine you could personalise videos so beautifully that the recipients couldn’t stop themselves from sharing? What if you could personalise the videos using an individual’s own comments and photos. What if the photo and comment were embedded into the first 3 seconds of the video? What if you could collect comments made about your brand, product and/or market and embed it into an intriguing video, personalised with your name – at scale? Like 150,000 high quality, highly relevant, personalised videos created and despatched in 2 hours? But only dispatched to micro-influencers with networks of more than 500?
Here’s how it’s done. Watch this 6 minute video to see how this is done so beautifully (plus the results), or just jump to 2:06 to see the 15 second Red Dwarf personalised video or jump to 5:04 to see the 20 second Race For Life personalised video.
But what about GDPR?
- Firstly, Red Dwarf was one of over 100 campaigns that EchoMany delivered for clients including BBC, Santander, Honda, Coca Cola, Unicef and many (around 50 blue-chip clients in total). The legal teams at all of these clients were satisfied that Echomany’s personalised videos were GDPR compliant.
- Messages were only sent to users that had used either an official brand/campaign hashtag or a specific @Mention of the brand
- Terms and Conditions were included on the official profile pages of each brand – i.e. linked from Bio on Twitter which included GDPR clauses
- Crucially, Twitter is a public micro-blogging platform. Users that post messages to that forum are aware that their Tweets can elicit replies, retweets/shares, likes from anyone else on the platform. This is where the point of intent comes back in – if a user mentions a brand or uses a brand hashtag the intention is to let the brand know you’re talking about them or to generate greater public reach for your message – it is the same as posting a question to a forum, publishing a blog post with comments switched on and so on.
Successful Personalised Videos At Scale
The above video is the first in a series of seven short videos demonstrating how personalised videos , at scale, are used successfully by a variety of brands who have different goals.
Many thanks to Tim Redgate, the former CEO of Echomany.
Post a comment, or contact me for more info.
Happy Easter.
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