Why Big Companies Like DoorDash, 3M, and HP Are Producing Films: A Deep Dive into Brand Films

With the rise of digital platforms and social media, consumers are more astute than ever when it comes to recognizing and avoiding traditional advertising. As a result, big companies like DoorDash, 3M, and HP are adopting a new and innovative strategy: producing brand films. These films, as a form of marketing that tells a story, allows companies to connect with their target audience in more meaningful ways, aligning their brand values with consumer expectations.

Understanding the Shift in Consumer Behavior

The traditional approach of pushing products through commercials and traditional media channels is becoming less effective due to the changing consumer landscape. Today's consumers have access to a plethora of alternatives, such as online reviews, social media, and user-generated content. This has made it crucial for brands to differentiate themselves by creating a deeper emotional connection with the audience.

The Rise of Brand Films in Marketing Strategies

Brand films, also known as brand content or branded storytelling, have emerged as a powerful storytelling tool in the marketing arsenal. These films are designed to engage viewers on an emotional level, rather than simply promoting a product or service. By sharing a compelling narrative that resonates with the target audience, brands can build a strong connection and foster a sense of community around their values and mission.

One example is DoorDash, which has produced a series of films highlighting the stories of their delivery drivers. These films not only showcase the flexibility and independence of their employees but also emphasize the shared values of hard work and dedication. This approach has helped to humanize the brand and create a loyal customer base that is invested in the brand's success.

The Strategic Benefits of Brand Films

There are several key advantages to incorporating brand films into a marketing strategy, particularly for leading brands like 3M and HP:

Increased Engagement and Retention

According to a study by HubSpot, videos can increase click-through rates by up to 80%. Brand films are more likely to capture the viewer’s attention and keep them engaged for a longer period. This increased engagement can lead to higher brand recall and customer retention, as customers remember the message and the brand more vividly.

Building Emotional Connections

Emotional storytelling can be a powerful tool in creating a lasting impression on viewers. By crafting a narrative that touches the audience on a personal level, brands can create a sense of belonging and shared values. This emotional connection is crucial in building a strong brand loyalty, as customers are more likely to return to a brand that resonates with their values and beliefs.

Cost-Effective Marketing Strategy

Compared to traditional advertising, brand films can be a more cost-effective solution. They can be shared on multiple platforms, such as social media, websites, and corporate newsletters, extending the reach of the brand without the need for repeated advertising costs. Additionally, organic search and sharing can drive more traffic to a brand’s website and increase visibility.

Best Practices for Creating Effective Brand Films

Successful brand films require careful planning, execution, and distribution. Here are some best practices for creating compelling brand films:

Define Your Brand Voice and Message

Before creating any content, it is essential to define the brand’s voice and message. This includes understanding the target audience, the brand’s values, and the story that best represents the brand. This will ensure that the film aligns with the brand’s identity and resonates with the audience.

Focus on Telling a Compelling Story

A strong brand film should have a clear and compelling story. This could be a narrative about a specific product, a journey of the brand’s growth, or a personal story that highlights the brand’s values. The story should be engaging and relatable to the target audience.

Optimize for Multiple Platforms

Brand films should be designed with different platforms in mind, from short-form social media videos to longer cinematic experiences. Ensuring that the film is optimized for each platform will maximize its reach and engagement.

Conclusion

As the advertising landscape continues to evolve, it is clear that brand films are here to stay. By producing films that tell a compelling story and align with their brand values, companies like DoorDash, 3M, and HP can create a deeper connection with their audience and build a more loyal customer base. While the process of creating effective brand films requires careful planning and execution, the long-term benefits are well worth the investment.