South-Asian Video Marketing Campaigns: What Makes Them So Engaging?
We are living in a world run by visuals. Whether we’re consuming media via photos, videos or infographics, it’s clear that text-only approaches are a thing of the past. As someone who has grown up as a visual learner, I’ve always been drawn to video content the strongest. I love how videographers and editors can combine their forces to create a seamless, story-telling experience from beginning to end. Today, I’ve collected some of my favorite video marketing campaigns in the South Asian community, and I’ll be talking about the specific strategic elements of each video that really drive home engagement:
1. Nykaa x Charlotte Tilbury
The video captures branding well, including both Nykaa and Charlotte Tilbury’s logos during the beginning, middle, and end of the clip.
The use of lower thirds was executed extremely well. Not only were they brief, but they also displayed the tutorial steps alongside the product photos as well.
The lack of commentary actually works in this video’s favor. By replacing the audio with ambient music, it allows consumers to pay more attention to the visuals being displayed.
The video all together is just short of 4 minutes. This is a decent size video for a makeup tutorial-not too long and detailed, but not too rushed either.
The video has a consistent point-of-view frame that makes it easy for consumers to watch the makeup artist at work. There are subtle moments of emphasis when the camera zooms in for closer looks, which aid in the overall look of the video.
2. Sephora x Diwali
This campaign was inspired by Diwali, a holiday celebrated by many South Asians for the festival of lights. A lot of the visuals are bright, bold, and colorful, which are exactly the kind of elements you’d find during the holiday’s celebration as well.
The videographer does a great job at capturing various angles, and the editor compiles the clips together in very eye-catching manners. I especially love the b-roll of the model present, showing off her look in many different ways.
Sephora does an excellent job showcasing their respective Diwali-inspired products within the video as well. The model’s commentary over the clips gives it a more cohesive feel.
This is one of many Sephora x Diwali videos, each having a story-telling aspect of their own. As a whole, the overall message is to showcase each of these individuals and their experiences with Diwali, and how makeup plays a big role in celebrating.
3. NBC News x South Asian New York Fashion Week
It’s interesting to see how news broadcast video visuals vary from your traditional Youtube video. For this video specifically, the news broadcast displays various people’s testimonies with their experience at this event.
I especially loved getting the inside look to the founder’s experience with conducting this event, the first of its kind. Seeing the way they struggled, yet overcame all their obstacles, demonstrates that key sense of storytelling that every great visual video should have.
The use of lower thirds provides informative insight to each person who is speaking. There were many people being interviewed, so it’s important that consumers can distinguish each speaker and their involvement with this event.
The commentary paired extremely well with the visuals present. As the commentators describe the meaning behind the show, the visuals flash the various models and their outfits.