3 Companies that have Employed Brand Transparency
Transparency is the winning formula for successful modern video campaigns. We shouldn’t be trying to imitate other businesses just because they have been judged as successful. As if to think by copying their videos and business plans that we too will be able to enjoy equal success. We are all suffering from copycat syndrome. Trying to make our businesses look like Apple or Amazon when we are working from a small office in our local areas. Stop pretending, stop being inauthentic and start being more honest and relatable in your videos. We had a look around for three businesses that we thought had employed brand transparency!
McDonald’s Canada “Our food. Your questions.” Campaign
Mcdonald’s has long struggled with misinformations and harsh myths about its food and ingredients. The campaign offers customers a chance to publicly ask anything and gives McDonald’s an opportunity to dispel rumors, educate customers and stand behind its products. Since they launched the campaign in 2014, they have gathered over 42,000 questions, with more than 3.8 million people reading the answers. On one occasion, McDonald’s shared video footage from inside its Canadian beef processing plant, showing that its beef burgers, are actually made from real cows. All customers are aware of the fact that McDonald’s is not the healthiest food choice but they want to know exactly what food they are putting in their bodies.
Southwest Airlines “Transfarency”
Southwest Airlines is a major U.S. airline that prides itself as the world’s largest low-cost carrier, proving it in the marketing campaign “Transfarency”. “Transfarency” is a company-wide philosophy in which customers are treated honestly and where fares actually stay low with no hidden fees or extra costs. Together with the campaign hashtag ‘#FeesDontFly’, the airline showcases its concept of no hidden fees or extra costs. “Being a low-fare airline is at the heart of our brand, and the foundation of our business model,” says Kevin Krone, the Vice President, “so we’re not going to nickel and dime our customers.” The campaigned gathered nearly 5 million likes on Facebook alone, setting Southwest Airlines apart from its competition and instilling trust in its customers.
Patagonia’s “Footprint Chronicles”
From the beginning, the company has been clear about its business mission to protect the environment, inspire social change and improve sustainability. They have been providing transparency throughout its supply chain by taking the responsibility on itself to ensure no harm is being caused during the making of its products. When a customer clicks on an item on the website, they then have access to a series of ‘Footprint Chronicles’ videos directly related to that product. They show each step of the supply chain, including all sewing factories used in creating the item. Or, you can see the companies general supply chain on its main Footprint Chronicles page. If a part of the manufacturing process needs to be improved, Patagonia admits it directly in the video and invites feedback from customers in how it can improve. Alongside this, they have released a Fair Trade campaign asking people “how is your clothing made?”. Encouraging consumers to consider where their clothing is made in order to create a stronger demand for Fair Trade products. The campaign video trailer highlights the current issues and has received over 100,000 Facebook views.
Why not consider using a video to employ brand transparency to your business too?
Written by Katie Ware