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HIGHER GROUND
CELEBRATING 15 YEARS OF STORYTELLING, VIDEO CONTENT & DESIGN
Video content in London & Suffolk, since 2004.
A creative content agency, with a 'Video first' approach.
Why Video?
By 2022, online videos will equate to more than 82% of all consumer internet traffic: 15x higher than it was in 2017.
Cisco, 2019
When marketeers included a video in an email, the click through rate increased by 200% to 300%.
Forrester, 2018
Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.
Invisia, 2018
Video is shared 20 times more often than any other type of content on LinkedIn so far this year.
LinkedIn, 2019
70% of marketing professionals report that video converts better than any other medium.
CodeFuel, 2018
Online videos now account for over 50% of all mobile internet traffic, our recent survey has shown.
Merchant Marketing Group, 2018
Our 'VIDEO FIRST' Approach
We take a 'Big Picture' approach to creating our video content and campaigns. We look at the what you're trying to say. The results you want. And then create a story that will resonate with the people you want to reach with the video. Ensuring your message will reach them across all the relevant channels they use.
Video is usually the best place to start. Here the video enables the story to be told, the visuals are created and the campaign identity is set. A good way to think of it is: at 30 frames a second, even a 100 second video will have created 3,000 frames for you. Include the motion graphics and additional visuals, and you have a full brand suite to work from. So why not capitalise on this? Start with your video first, make it the centre of your campaign, utilising the story and visuals across your other channels. The website, email campaigns, social media and everything else. Even more impact - for very little additional investment of your time or budget. Let's talk.
OUR VIDEO CONTENT PRODUCTION PROCESS
1. DISCOVER & DEFINE
HERE WE DISCOVER AND DEFINE YOUR MESSAGE.
Our questionnaire helps us to figure out what is needed in the animation, who we are trying to reach, and through which marketing channels. The workshop is where we sit down, have a coffee (or three) with you, listen and ask questions about you, your business and your customers. The script, moodboard and storyboard is where the solution takes shape. You then start to see what your animation will look and feel like.
2. CREATE
THEN OUR COLLECTIVE VISION BECOMES REALITY.
Production takes place. That will be the design of each frame of your animation, including any filming which may be required, as well as the soundtrack and any sound effects. Post Production is where we bring everything together in one place. And bring it to life! Versioning out different variants of your animation is key. One for the website, one without sound for your event stand. A 20 second version for social media, etc...
3. ADAPT & DEPLOY
GET YOUR MESSAGE OUT THERE!
Website: get the full version on your homepage. Email: add a static visual and link to your email campaign, and experience the 200-300% increase in open rates video gives you! Events: Play a version on your stand. Sales: open sales meetings with a bang. Infographic: use the visuals from the animation, and create a static infographic for use on digital and print. Social: version out for use on LinkedIn, YouTube, Facebook, Instagram and more...
4. EVOLVE
KEEP IMPROVING AND GET THE BEST FROM YOUR ANIMATION.
Analytics are key. See which versions are working best, see where you can improve, and amend, tweak and evolve as required. The beauty of digital is that it's not fixed and you can re-version as needed to keep getting your message out there, to more people, in a more effective way and make the impact your story deserves.
View our video content work
BNP Paribas: Cortex FX Video Content - Project Focus
We were asked to create an outer space blockbuster(!) video for BNP Paribas, to promote their ground breaking new Cortex FX platform and their equally impressive A.I. personal digital assitant, ALiX.
As part of this project, we were asked to create the main brand visual or logo for ALiX (the green 'flame'), which has been used across all channels. It was even exported as an animated gif and used on all client facing software!
This animation itself was to be used on their website, at sales presentations, on event stands, as an introduction for keynote speakers, and for use on LinkedIn and other social media platforms.
How was it used?
The logo we created was rolled out as the ALiX brand company wide:
The video was used on their Global Markets homepage:
At events globally:
To introduce various keynote speakers:
And to open the launch day for the financial press, at BNP Paribas' head office in London. This resulted in coverage from the below publications within the first few days:
LinkedIn advertising was also part of the strategy for the campaign. A-B testing was conducted on the video content to fine tune the performance of the video - with a shorter 15 second version being selected for the final version:
The logo was also used on all the software too, to show when ALiX was 'thinking' or 'speaking' (please note this is a stripped back interface, as we cannot show in it's entirety due to client privacy agreements):
Project Stills
Higher Ground Labs
Video Content FAQ's
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What is video content?
Video is a powerful storytelling medium. Not only can it serve as an incredible proving ground for your business' promotional content & campaigns, influential ideas, and any other message of importance, but video's emotionally resonant combination of sound, motion, and visuals can enhance your ability to drive deeper, more satisfying relationships with your target audience.
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How do you make good video content?
For video content to work as well as possible commercially, it's imperative to take the 3 phase approach. PHASE ONE: PRE-PRODUCTION. Pre-production is the where we sit with our clients, as them to fill in a questionnaire, then have a workshop with us to determine the user profiles, business aims and channels where we can utilise the video content for maximum impact. Once this is done, we then moodboard and storyboard the project, as well as create the script and assemble the team and location, and plan for the motion graphics and animation. Once this is completed, the production start.
PHASE TWO: PRODUCTION. Production is where all the assets are created and acquired. This covers the filming of the video content the design of any motion graphics and animated elements, the creation of the soundtrack, sound effects and recording of any audio.
PHASE THREE: POST-PRODUCTION. Post-production is where all the assets are brought together and the full video content is created. The video is edited, colour graded and any VFX added. The motion graphics and designed assets are animated and laid over and in between any video segments, and all audio is mixed in. Finally, the full video content is exported and ready for launch!
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Why is video content so important in marketing?
Consumers really respond to video content because it's easy to digest, entertaining and engaging. Therefore marketers like it because it can give a potentially huge ROI (return on investment) through many channels. Video is also very accessible to anyone with internet access, whether that be via mobile or desktop.
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How do I start a video content project?
To find the right video content production company, you should first look at their showreel and portfolio (we have links to all of these at the top of this page!) and if you like what you see, then simply get in touch to meet up. You'll know when you find the right agency, as you'll get on in the meeting, feel excited about their previous work and their ideas for your project too. They should give you a clear direction on next steps, and make sure you feel comfortable around how the process works, when you could receive your finished video back, how much it will cost (and where that budget goes) and very importantly, where it can be utilised for maximum commercial impact.
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Get in touch
If you have any questions about how we create our video content, or to find out how some video content could benefit you and your business, then please don't hesitate to get in touch with us. Email us at hello@highergroundcreative.co.uk and we'll get straight back to you, and arrange a free face to face consulation. We're looking forward to meeting you!