Welcome back to the Creative Corner! this week we take a look at “Branded Content” and how to do it right.
Almost every video production company at some point has been asked to create a video or branded content for a company. Some brands have realised that hard-selling their products is not the only way to capture the attention of their target audience. Instead, they are creating video content that tells a story and inspires people. One brand that has taken this approach to the next level is Patagonia.
Patagonia, an American clothing company that specializes in outdoor clothing and gear, is known for their high-quality products and their commitment to environmental and social responsibility. Rather than showcasing their products in their video content, they use documentary filmmaking to tell inspiring stories about people who share their values.
One of my favourite videos Patagonia has produced is “Lessons from Jeju | Freediving and Motherhood with Kimi Werner. It’s a beautiful piece and it has a special place in my heart as I was fortunate to live in Jeju and dive with the Haenyo on a couple of occasions. The video features Kimi Wener a free-diver who travels to South Korea to meet the haenyo, women who free-dive for seafood. Kimi is actually pregnant at the time and the film explores her relationship with the ocean as a professional free diver and the concerns she has a new mother. The film showcases the haenyo’s traditional way of life and their strong connection to the ocean. By highlighting the haenyo’s way of life, the video aligns with Patagonia’s commitment to environmental and social responsibility.
By creating video content that tells a story and inspires people, Patagonia is building a strong brand identity and connecting with their target audience on a deeper level. They are not just selling products, but a lifestyle and a set of values that their customers can relate to.
In conclusion, branded content has become an effective way for brands to connect with their target audience. Patagonia’s approach to branded content through documentary filmmaking and telling inspiring stories about people has set a new standard in the industry. Instead of hard-selling their products, they are building a strong brand identity and connecting with their customers on a deeper level. As consumers become more aware of the impact of their purchases, it is essential for brands to align themselves with values that resonate with their customers. Patagonia has shown that it is possible to create powerful and effective branded content that does just that, and “Lessons from Jeju | Freediving and Motherhood with Kimi Werner” is just one example of their success in doing so.