Everyone gets a little more festive around the end of the year, and Vidyard is no exception. The video marketing platform wanted to engage its existing audience in a fun way and boost brand affinity, as well as generate new leads and drive downloads of top content assets to help qualify the interest of website visitors.
A holiday microsite was launched on Dec. 10, 2014 as part of a plan to deliver a highly customized, interactive experience. Vidyard partnered with Bulldog as a web design agency and Switch Merge for personalization of the video assets.
Visitors to the microsite were greeted with a personalized video and then encouraged to “open gifts” for the holidays. With a theme based on the classic carol “12 Days of Christmas,” Vidyard offered 12 “gifts” to its audience, such as high-value content marketing pieces, Starbucks gift cards and the chance to win a Canon camera. Additionally, Vidyard sent a personalized video to its subscriber list. The videos ended with a wrapped gift featuring a tag customized to each recipient by name. A personalized thumbnail image was used to promote the video. Vidyard used its Pardot marketing automation system to automate the list building and name merging in the video clips.
The personalization and seasonal good spirit paid off. Clickthrough rates for the campaign’s email blasts were 2.1 times higher than average for Vidyard, and over 2,000 unique visitors went to the microsite, generating more than four times the traffic than the average content campaign for the company and more than double the traffic of Vidyard’s next best performing campaign in 2014.
A whopping 73% of individuals watched the video all the way to the end, a figure Vidyard cites as more than 20% higher than the industry average. More than 3,000 unique content downloads from the site were attributed to the campaign, and the average time on each page of the site was 4 minutes, 41 seconds, which is more than twice that of other Vidyard content campaigns.