With the rise of video marketing and blogger endorsement, brands are making this a crucial part of their marketing and communications strategies. Haircare brand Mark Hill has jumped on this trend in the last year, developing their own YouTube channel and working closely with film production company, Digifish, to produce a host of content marketing videos. The brand is right on trend by investing in video and influencer marketing; 76% of companies reporting a direct business impact of using video in the past 12 months, according to Forbes.
Mark Hill is successfully capturing the brand’s culture through video marketing, making their promotional content incredibly appealing and relatable to their target audience. Promotional content ranging from live launch events to blogger tutorials and documenting behind the scenes photoshoots is working; in 2016, sales were up 300% year over year, and Mark Hill’s social media following increased by 1,100%.
Now, more than ever, it’s about using influencers that fit with your brand identity. According to an article written for Social Times,“Advertisers now understand that continual brand mentions, endorsements and sponsored conversations by authentic people living authentic lifestyles that the brand can stand behind to be their social voice is the future.”
At the Clothes Show Live event at the NEC, the brand chose to strategically film live events with influencer Sophie Hannah Richardson, who then promoted the live MH event to her own substantial social followings. Content included live Mark Hill hair tutorials and meeting her followers. Georgia Kousoulou from TOWIE also made a feature at the live event.
Get inspired for your own content marketing efforts by taking a look at what Mark Hill is doing to drive the brand forward.