Video content is effective and difficult to create. Introducing the case study of video content marketing.

1. EFFECTIVE
VIDEO CONTENT MARKETING

2. Company
Videos are Effective and Difficult content

3. Company
Most challenging obstacles to success

4. Consumer
Content that people consume thoroughly and skim

5. Consumer
Content types people want to see in the future

6. Consumer
YouTube and Facebook video viewership

7. Consumer
YouTube video viewership by age

8. Hero, Hub, Help strategy by Google
REACH
Number of Content

9. Johnson & Johnson [Clean and Clear®]
SEE THE REAL ME

10. Clean and Clear
◦ Clean & Clear is a line of skincare
products owned by Johnson &
Johnson and currently available in 46
countries.
◦ Target: females from 12 to 24
◦ The brand was originally developed by
Revlon as a line of sensitive skin
personal care items and was
introduced by1956.
◦ In 1991, Revlon sold Clean & Clear to
Johnson & Johnson.

11. Background
◦ Clean & Clear needed to refresh the marketing strategy.
◦ Clean & Clear advertising has always described friendships
between girls, but in 2012 it was representing them the same
way the company did in 1992, even though digital has
significantly affected teens' perceptions of "friends."

12. In 2012, teens…
◦ Teens live in the world of social media and are very much out there and
want to be seen, but they’re afraid of being judged. It was important
that the content empower them on those same channels.
◦ Teens made a dramatic shift in their media habits. Ten years ago, 45%
of teens owned a cell phone. In 2012, 70% of teens own a smartphone
and digital video is the #1 way to influence their perceptions.
◦ Teens were actively searching for makeup tutorials and skin care tips,
and they're happy if that content comes from a brand they trust. Clean
& Clear has to be ready with the reliable content and guidance they're
looking for.

13. Help Content
◦ How to Get Rid of & Prevent Acne
◦ Summer Fun & Skin Care Tips
◦ Cleansing Must Haves

14. Hub Content
◦ The videos share teens’ own
stories and try to build confidence.
◦ It aims to strength brands with
consumers but not sell to them
overtly, no Clean & Clear products
or mentions will be made in the
short documentaries, and its logo
appears only on an end card.
◦ Now there are 21 videos.

15. Hero Content
It was the same series as Hub
content but Clean & Clear
collaborated with vine star and
the 2014 MTV Video Music
Awards.
Princess Lauren
◦ Vine star
◦ She began using Vine in the
summer of 2013 and
accumulated approximately
2.5 million followers in only
one year.

16. Result
Clean & Clear…..
◦ Increased from a handful of videos on YouTube to more than
120 in one year.
◦ Spent $29.1 million on advertising in 2012 and $15.7 million
in the first nine months of 2013.
◦ Earned millions of views for SEE THE REAL ME series.
◦ Achieved double digit increases in market share.

17. Questions
◦Do you think is the video content effective for start-
up companies?
◦What are the obstacles for start-up companies to
introduce video marketing? How should they solve
the obstacles?