The single c-word that can make or break a video campaign

It’s 08:50 and you’re late for a meeting. You woke up late and didn’t have time for breakfast. You are in a rush, but you’re hungry. Quick stop at a cafe to grab something easy. On the shelf? Spaghetti Bolognese. This is not useful.

You can’t eat this on the move.

You’ve not got a fork.

It’s just way too big a meal to eat right now.

Next time you pass that cafe, would you be more likely to skip it? But it’s food right? You’re hungry. What’s the problem?

The problem is context.

Context is the difference between a brand fan for life, or serving up spag bol for breakfast.
It sounds absurd, but this is what brands do with video content all the time. Serving up content they’ve invested enormous amounts of money into, only to deliver into a viewer environment that has little chance of success in.
Brands create semi-fictional personas for our audience, neat and tidy
demographic boxes in which they then fire all their messages to. They forget though, that we are all moving targets.


I’m a 30-40 year old marketing professional and business owner. A neat and tidy marketing persona for many brands that may want to target me. But, my buying behaviour is vastly different depending on context. A beautiful advert with elegant typography and gorgeous sound mix that I watch on my TV with a beer in my hand will be received much differently if viewing the exact same advert on Instagram with no sound in a post-office queue.


Across all marketing, but most critically with video content, brands need to think beyond just age, gender and channels. We should ask:


– What kind of space is our viewer likely to be in?

– Can they hear sound on their device?

– How time-short are they throughout their day?

– What part of the brand conversation are they in?


When we visualise the human on the other side of the screen, considering a little more than just their marketing persona, we get to create a much more appropriate and meaningful experience. Planning for the context in which the message is received can affect buying behaviour. If brands consistently deliver content that can’t move with the viewer, it increases the risk of viewer drop-off and ultimately damages, not strengthens their relationship.


This is why when potential clients come to us asking for a three minute video with talking heads to be “shared on social media”…we say no. It’s our job to protect the potential that video could have with their viewer. It’s our job to lead them towards the most meaningful moment with their audience, whatever buying behaviours they move, because viewers deserve better.


We can’t predict where our audience will be, physically or mentally (well, not yet anyway). But we can narrow the aim of a moving target through a method we call “Split Personas”. With this method, we work with clients to dig deeper into the spaces, devices and conversation points that their viewers are navigating through and build video content that is most likely to work in all possible scenarios and buying behaviours. Ultimately it gives our clients a chance to maximise the potential for a meaningful moment wherever their audience may be.


If this is the kind of thinking you’re looking for from your video partner then let’s schedule a 15 minute call to seek out your split personas and discover how to get meaningful moments with your audience.


Neil Rostance
Posted by Neil Rostance
Partner & Creative Director
Neil is Creative Director of Fat Free, passionate about leading clients towards meaningful moments through video. Neil's specialisms are in concept development, content strategy and creative direction at Fat Free.
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