YAYA Wire
Five Companies Creatively Marketing with Vine
11th Apr 2013 Posted in: YAYA Wire 2
Five Companies Creatively Marketing with Vine

By: Bridget Kelly, Analytics Specialist

What is Vine, you ask? Well, imagine taking an Instagram… except lasting for six seconds.

As companies experiment with this hot, new, video-sharing tool, they explore the creative ways to capture their audiences’ attention. What is specifically appealing to the Youth and Young Adult (YAYA) market, 18-24-year-olds, is the short six-second time frame. It gives marketers just enough time to capture that short attention span of a millennial that is continually multitasking.  So how are marketers using Vine to raise brand awareness? Here are five brands who are doing it right.

8-2

1. GAP

This popular clothing brand has taken advantage of the video-sharing tool by taking their viewers through jean history. Gap shows quick clips of their denim jeans from past to present. What a cool way to educate users on your brand’s history!

(https://vine.co/v/bvP0zgpe9Oa)

2. ASOS

Social media is a key aspect of this online-only retail company, which is why they have taken full advantage of what Vine has to offer. Instead of just posting a Vine of new products, ASOS encourages users to post clips of themselves unboxing their orders with the hashtag #ASOSUnbox. The company has enhanced user-experience and reliability by getting the user to show their personal experience.

(https://vine.co/v/b1errWd3peM)

3. MALIBU RUM

8-3What’s the most picture-perfect love story? A six-second love story where a pineapple falls in love with a bottle of Malibu… clearly a match made in heaven. Malibu Rum took advantage of their Vine by telling a story about when good things come together. It’s a perfect combination of comedy and storytelling to engage the user and convince them that they may be perfect for the tropical refreshment too.

(https://vine.co/v/b52DvxmdKZt)

4. WHEAT THINS

Wheat Thins took advantage of creative visuals by crafting a Twitter campaign to win boxes of their product for Super Bowl game day in San Francisco by tweeting #MUSTHAVEWHEATTHINS. The company created a Vine to spell out the hashtag with, you guessed it, Wheat Thins. This is yet another innovative use of Vine, in combination with Twitter, to engage users effectively.

(https://vine.co/v/bJuMOpP6mKe)

5. BACARDI UK

Bacardi uses Vine to showcase how to best serve cocktails in six seconds. Could there be a better way to provide the exact ingredients, instructions and a video tutorial directly to your followers? Step-by-step processes are a huge trend on Vine, and Bacardi is the perfect example of how to do it right.

(https://vine.co/v/bnqj5qmnIwQ)

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  • Sarah T

    Great article, Bridget! Vine is such a great tool for companies to use to attract Millennials. It’s the perfect amount of time to keep our attention and get their message across. I hope other brands take action and learn from these five who are using it right. It’s going to be the next big thing!

    • Bridget K

      Agreed! The amount of Vines I’ve seen posted has increased immensely in the past week alone!