Video Marketing Masterclass

VIDEO
MARKETING
MASTERCLASS
Patrick Searle
Group CEO GetCraft
patrick@getcraft.com

The questions we will answer today
1) Why do video marketing?
2) What types of video are right for my marketing
campaign?
3) What are the best practices in running effective video
campaigns?
4) How can i measure the results of all this work?

Open in 4 markets with Thailand & Vietnam coming soon!
MALAYSIA
SINGAPORE
PHILIPPINES
INDONESIA

Last year we worked with over 350+ brands

Graphic Design -
Infographics
1x Instagram
Photo
Explainer /
How-To Videos
Blog Writing - up
to 1,000 Words
Southeast Asia’s
premier content marketplace,
for all your content production and
sponsored content needs.
Welcome to
2,700+
Influencers
400+
Publishers
700+
Writers & Editors
500+
Photographers
300+
Designers
800+
Videographers

We help educate via articles, interviews, white papers, trainings and events!

During today's training if you have
any questions that come to mind,
please do ask them in the
Question box on the Right Hand
Side.
We will try to answer up to 3
questions after each section and
all the remaining questions during
the 30 minute Q&A after the
training.
Answer your questions in the RHS box and we will answer after each section

1. Video is one of the most effective storytelling formats
● Our brains processes visual information 60,000 times faster than words, as such,
one minute of video is equivalent 1.8 million words.
● Content-based (especially video-based) marketing is said to increase qualified
marketing leads by 512% and increase revenue by x6.
● Adding a product video on your landing page can increases conversions by 80%.
● 57% of consumers say that videos gave them more confidence to purchase online.
● You’re 53 times more likely show up first on Google if you have a video embedded on
your website.
● 93% of businesses believe video helps increase understanding of their product or
service and 72% believe it helped increase conversion.

2. To produce video is less expensive than you think
Given that the price of both
photography and video equipment has
dropped significantly in the last year.
Combined with relative improvements
in technology.
This means that now the price of video
production is much cheaper than it
used to be.
Here at GetCraft we also help reduce
costs but improving upon efficiency &
innovating production at every step.
TYPE AVERAGE PRICE
Company Profiles USD 1,793
Creative Videos USD 1,793
TVC USD 79,981
Documentary USD 4,496
How To or Social Media Videos USD 1,435
Interview or Events Coverage USD 1,148
Video Cutdowns USD 574

3. Huge opportunities surrounding video content
GLOBAL
INDONESIA
Brand How-To Creative Show Media/Celebrity
THE AREA TO OWN

4. One of the most effective forms of marketing
0.15
0.073
0.05
0.02
0.015
0.01
0.005
Article
Creation
How-To
Videos
Influencer
Videos
Large Video
Campaign
Sponsored
Content
Google
Ads
Facebook
Ads
Cost per View (USD)
Including the cost of ideation
Production & Distribution

What types of video are right for my campaign?
1. What are the
communication
objectives I’m trying to
achieve?
2. Based on my budget &
time, what is the most
effective video type?

Based on your different brand objectives we suggest using different types
of videos
VIDEO
INFLUENCERS
LARGE
CREATIVE
VIDEO
LIVE VIDEO
& STORIES
Brand & Product
Awareness
Brand
Building
Product
Consideration
ONLINE TV
SHOW
HOW-TO
VIDEOS
EXPLAINER
VIDEOS
CORPORATE
VIDEOS
CASE STUDY
VIDEOS

2. Based on my budget &
time, what is the most
effective video type?
1. What are the
communication
objectives I’m trying to
achieve?
What types of video are right for my campaign?

Based on my budget and timeline what is the most effective video type
VIDEO
INFLUENCERS
LARGE
CREATIVE
VIDEO
LIVE VIDEO
& STORIES
Brand & Product
Awareness
Brand
Building
Product
Consideration
ONLINE TV
SHOW
HOW-TO
VIDEOS
EXPLAINER
VIDEOS
CORPORATE
VIDEOS
CASE STUDY
VIDEOS

Based on my budget and timeline what is the most effective video type
VIDEO
INFLUENCERS
LARGE
CREATIVE
VIDEO
LIVE VIDEO
& STORIES
Brand & Product
Awareness
Brand
Building
Product
Consideration
ONLINE TV
SHOW
HOW-TO
VIDEOS
EXPLAINER
VIDEOS
CORPORATE
VIDEOS
CASE STUDY
VIDEOS
WHY?
Costs USD 1,700 per video.
Simply a better way to communicate product benefits
to your consumers and increase conversion:
● 64% of B2C consumers are more likely to buy
after watching a video about it (comScore).
● 59% of senior execs prefer to watch video
instead of reading text (Forbes).
● 20% improvement in Homepage conversion by
adding a video (ReelSEO).

Explainer Videos
Explainer videos are great way to
quickly explain key benefits about your
brand or products.
These can be done is a series of
formats ranging from motion graphics
to live video to basic animation.
Estimated Costs: USD 1,200-2,400

Explainer
Videos
//
GODREJ
Campaign:
Mitu
Objective:
Mitu needed to gain market share in the baby
wipe market, wanted to remind consumers of
their presence and how to use their product.
How we helped:
By creating short videos on a regular basis
such as tips/trick, not only did they see a high
increase in market share and sales; but
created a place for parents to be educated on
baby care.
Results:
USD 5,195 for 32 videos

Explainer
Videos
//
YUPI
Campaign:
Yupi
Objective:
Yupi needed a way to educate the mass market
on how their gummy candies were made from
factory to consumer, and how they were Halal
Certified.
How we helped:
We worked with a top motion graphic
videographer, to help explain the complex
journey of the gummy candies from farm to
store with animation and an easy to follow
story.
Results:
USD 2,389

Corporate Videos & Client Testimonials
Told in either a creative or more literal way,
corporate Introduction videos are a great way
to help customers understand what is the
mission, vision & purpose of the company
behind they decide to buy the product.
Can be ranging from literal client case studies
to documentaries to more creative
storytelling videos, these videos are great
ways to show your customers experiences
from other happy clients, giving them the
confidence themselves to buy.
Estimated Costs: USD 2,400+

Corporate
Videos &
Clients
Testimonials
//
FACEBOOK
Campaign:
Facebook
Objective:
Facebook wanted to create an inspiring video
about female entrepreneurs during Hari
Kartini.
How we helped:
We used a videographer who had experience in
social experiments and top female
entrepreneur talent; creating a video about
their experiences, challenges, and tips to be a
successful entrepreneur.
Results:
USD 2,990

When deciding what videos to do for Brand Awareness & Brand Building, it
comes down to your budget & time
VIDEO
INFLUENCERS
LARGE
CREATIVE
VIDEO
LIVE VIDEO
& STORIES
Brand & Product
Awareness
Brand
Building
Product
Consideration
ONLINE TV
SHOW
HOW-TO
VIDEOS
EXPLAINER
VIDEOS
CORPORATE
VIDEOS
CASE STUDY
VIDEOS

Video Marketing is not cheap but it is efficient
0.15
0.073
0.049
0.017
0.015
0.0098
0.0049
Article
Creation
How-To
Videos
Influencer
Videos
Large Video
Campaign
Sponsored
Content
Google
Ads
Facebook
Ads
Cost per View (USD)
Including the cost of ideation
Production & Distribution

To understand what videos to create we need to compare efficiency vs.
total video cost (i.e. production + media)
0.16
0.14
0.12
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0.08
0.06
0.04
0.02
0
10,000 20,000 30,000 40,000 50,000 60,000 70,000
LIVE, STORIES &
SOCIAL VIDEOS
50x HOW-TO
VIDEOS
150x HOW-TO
VIDEOS
SMALL
INFLUENCERS
MEDIUM
INFLUENCERS
LARGE
INFLUENCERS
SMALL VIDEO &
MEDIA CAMPAIGN
MEDIUM VIDEO &
MEDIA CAMPAIGN LARGE VIDEO &
MEDIA CAMPAIGN
CostperView(USD)
Production & Media Cost (USD)

Adopting a ‘viral only’ strategy is unlikely to work
1.6
1.4
1.2
1
0.8
0.6
0.4
0.2
0
10,000 20,000 30,000 40,000 50,000 60,000 70,000
VIRAL VIDEO
i.e. Production but
no media support
To pay off the cost of actually producing
the video AND becoming more effective
than Creative Video + Paid Support.
Your viral video will need to achieve
approximately:
1 Million+ Views
CostperView(USD)

While very effective how-to videos can only be see results after 6-months
to 1-year
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0.14
0.12
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0.08
0.06
0.04
0.02
0
10,000 20,000 30,000 40,000 50,000 60,000 70,000
LIVE, STORIES &
SOCIAL VIDEOS
50x HOW-TO
VIDEOS
150x HOW-TO
VIDEOS
SMALL
INFLUENCERS
MEDIUM
INFLUENCERS
LARGE
INFLUENCERS
SMALL VIDEO &
MEDIA CAMPAIGN
MEDIUM VIDEO &
MEDIA CAMPAIGN
As with all Content Marketing initiatives,
while you can see the best ROI, it takes time
for compounding growth to take effect.
One achieve however, no other channel will
beat it in terms of efficiency.
CostperView(USD)

Example: Dapur Umami is a very popular How To Video channel in Indonesia
with almost 35 million views
Total views: 34,875,000
Total subscribers: 155,430
Avg. Video per week: 2
Joined: April 17, 2011
Estimated CPV: USD 0.002

How To Videos i.e. Sriboga Marimasak.tv
Total views: 4,114,215+
Total subscribers: 42,000
Avg. Video per week: 2
Total cost: USD 103,595
Estimated CPV: USD 0.027

If running small video campaigns for under USD 12,000 Small Social Media &
Influencers are the best
0.16
0.14
0.12
0.1
0.08
0.06
0.04
0.02
0
10,000 20,000 30,000 40,000 50,000 60,000 70,000
LIVE, STORIES &
SOCIAL VIDEOS
50x HOW-TO
VIDEOS
150x HOW-TO
VIDEOS
SMALL
INFLUENCERS
MEDIUM
INFLUENCERS
LARGE
INFLUENCERS
SMALL VIDEO &
MEDIA CAMPAIGN
MEDIUM VIDEO &
MEDIA CAMPAIGN
CostperView(USD)

Live Social Media Videos & Influencers Campaign
For those looking to benefit from organic
reach on channels such as Facebook &
Instagram, right now social & live videos are
the way to go.
Or small influencers campaign. Despite
getting less views than their larger
counterparts and less overall efficiency.
Small size influencers for brands with small
budgets can be a very effective solution.

Influencers
Campaign
//
GOOGLE
Campaign:
Google Play
Objective:
Google launched an awareness campaign to
increase usage for Google Play’s new payment
features as well as to build the overall brand.
How we helped:
We worked with 3 Macro Youtuber’s (Arief
Muhammad, Edho Zell and Bayu Skak) over a
period of 6 months to create multiple pieces of
content on a recurring basis.
Results:
3,609,330 content views
CPV USD 0.019 (incl. production)
106,300 likes

Live
Social Media
Videos
//
WALL’S
Campaign:
Magnum Live Video Campaign
Objective:
Magnum wants to do a live video show via
social media channel.
How we helped:
Costing around USD 122 per video when done
well you should be able to see 10,000+ views
per video.
Results:
Production cost USD 122
10,000 - 20,000 Views
CPV USD 0.006 - 0.012 (incl. production)

Influencers
Campaign
//
PROSANA
Campaign:
Prosana - Practically Healthy
Objective:
Prosana wanted to raise awareness about its
new line of conventional snacks - with a
healthy twist.
How we helped:
We worked with 4 Micro influencers (<100,000
followers), each producing one Instagram
Video to be posted on their profile.
Results:
USD 945 Production cost
29,009 Content Reach
CPV USD 0.03 (incl. production)
1,129 Engagements (likes + comments)

If running quarterly campaigns for USD 18,000+ a Large Influencers
Campaign or a Medium Video Campaign makes sense
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0.08
0.06
0.04
0.02
0
10,000 20,000 30,000 40,000 50,000 60,000 70,000
LIVE, STORIES &
SOCIAL VIDEOS
50x HOW-TO
VIDEOS
150x HOW-TO
VIDEOS
SMALL
INFLUENCERS
MEDIUM
INFLUENCERS
LARGE
INFLUENCERS
SMALL VIDEO &
MEDIA CAMPAIGN
MEDIUM VIDEO &
MEDIA CAMPAIGN
CostperView(USD)

Medium Sized Video & Media Campaign
When it comes to running effective video
campaigns. The secret lies in ensuring that
you balance the cost of creating your content
vs. spending on media.
Facebook here for example had a 1 to 2 ratio
and saw good but not amazing CPVs.
Results:
● Production cost USD 6,000 + USD 12,000
media spend
● 300,000+ Views
● CPV USD 0.06 (incl. production)

Medium Sized Influencers Campaign
With a budget of around USD 12,000 for both
media & production.
By running a medium size influencer
campaign with credible influencers you can
often see CPVs beating that of YouTube +
earning high views.
Estimated results:
● Production cost USD 12,000
● 1,750,000 Views
● CPV USD 0.007 (incl. production)

If running a large campaigns for USD 37,000+ a Large Influencers Campaign
or a Large Video Campaign makes sense
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10,000 20,000 30,000 40,000 50,000 60,000 70,000
LIVE, STORIES &
SOCIAL VIDEOS
50x HOW-TO
VIDEOS
150x HOW-TO
VIDEOS
SMALL
INFLUENCERS
MEDIUM
INFLUENCERS
LARGE
INFLUENCERS
SMALL VIDEO &
MEDIA CAMPAIGN
MEDIUM VIDEO &
MEDIA CAMPAIGN
CostperView(USD)

Large Video, Media Campaign & Large Influencers Campaign
If you have the budget, to achieve the
best possible efficiency for Large video
campaigns you should try to maximize
media spend.
Or do large influencers campaign. While
the costs of working with large
influencers might seem high.
Given they ideate + produce the video and
there is almost a guaranteed minimum
views. It can be a very effective form of
video marketing.

Large
Video
Campaign
Campaign:
Mamypoko
Objective:
Mamypoko wanted to create a digital video ad
to be used for YouTube pre-roll highlighting
both their product and their Love Touch
campaign.
How we helped:
With this objective in mind, we created an
emotional and creative video that touches
upon the undying love a mother has for their
child, while integrating product shots.
Results:
USD 16,609 (including talent and location).
//
UNICHARM

Large
Video
Campaign
Campaign:
Trax
Objective:
Chevrolet Trax needed to engage their main
target audience; millennials, with fun yet
engaging digital ads.
How we helped:
With this objective in mind, we created 6
creative videos with top celebrity influencers
touching upon different aspects of youth
lifestyle. In under 2 weeks, it has achieved over
600,000+ views.
Results:
USD 31,890 for 6 videos (including director,
talent and location).
//
CHEVROLET

For those with low budget use influencers, looking for high reach use paid
campaigns & efficiency owned videos
SMALL VIDEO &
MEDIA CAMPAIGN MEDIUM VIDEO &
MEDIA CAMPAIGN
0.16
0.14
0.12
0.1
0.08
0.06
0.04
0.02
0
10,000 20,000 30,000 40,000 50,000 60,000 70,000
LIVE, STORIES &
SOCIAL VIDEOS
50x HOW-TO
VIDEOS
150x HOW-TO
VIDEOS
SMALL
INFLUENCERS
MEDIUM
INFLUENCERS
LARGE
INFLUENCERS
LARGE VIDEO &
MEDIA CAMPAIGN
CostperView(USD)

campaign?
3) What are the best practices in running effective
video campaigns?
4) How can i measure the results of all this work?

LOVE LOL WOW SAD
How to make them care & share

SK-II Marriage Market Takeover

Super Bowl “Tide Ad” Commercial

Volvo Trucks - The Epic Split feat. Van Damme

Most Shocking Second a Day Video

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
3 10 20 30
CumulativeCampaignImpact
Cumulative Impact
On Ad Recall
3 10 20 30
Cumulative Impact
On Brand Awareness
Cumulative Impact
On Purchase Intent
3 10 20 30
47%
74%
65%
32%
44%
72%
Total Seconds of Video Watched
Make the first 3 seconds count

Example: Geico (Unskippable Version)

Focus on storytelling, not length
40
35
30
25
20
15
10
5
0
10 20 30 40 50 60
%ofAudienceRatained
Seconds Watched
Completion % by Video Length
15s 30s 60s

For better efficiency release multiple videos at once
To gain even better efficiency, similar to
what Jollibee did with their Valentine’s
Series.
It makes a lot of sense to both bundle
multiple videos together, but also heavily
invest in media to ensure they get the
desired attention.
Estimated Views & Costs:
● USD 66,388 for 3 Videos
● 5,000,000 Views
● CPV USD 0.014

Sponsored Content is a great way to build brand credibility
According to Nielsen:
● 83% of consumers trust influencer
recommendations
● 66% trust editorial content
● 42% trust online ads
With trust having being directly linked to
brand credibility, its why sponsored
content is one of the most powerful ways
to build online brand credibility.

Make sure all videos are native and use cut-downs
1. Shoot for YouTube or Your
Website
2. Edit cut downs for use on
other Platforms

campaign?
3) What are the best practices in running effective video
campaigns?
4) How can I measure the results of all this work?

Three things to measure when it comes to video
Reach/Impressions
● To see how many people viewed your content
○ Post views / video views / cost per view
Engagement
● Learn the quality of the content
○ Time on content
○ Likes, comments, or shares
Conversion
● Learn actions taken after seeing your content
○ Cost per click; cost per action

For Video Production & Sponsored Content, you can now get both - price
estimates & detailed quotations
To help simplify the process of content
production pricing, the site allows you
to:
● Get average estimates
● See creator rate cards and
portfolios
● Receive detailed quotations
All of which can be done quickly in a
few minutes.
Videographers (820)
Average Cost: USD 1,491

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