The campaign video is one of the investors' first introductions to your company. Videos are great for communicating large amounts of information in a short amount of time and we found that conversion rates increase with the inclusion of a video.
In your video, we recommend going through:
- Who: Showcase the team. Feature existing customers to speak on their connection.
- What: Showcase the product or service, explain the business model, and highlight USPs.
- Why: Tell the audience your story and mission.
- How: What is the problem you are addressing and how are you solving it?
- Where: Highlight where the company is heading and how investors can help you get there.
- When: Share with the audience the traction so far and why now is the time to invest.
We've highlighted some of the different approaches you could take to put together your campaign video.
Gravvity
A social app that operates a Subscription as a Service model. Gravvity did an excellent job of creating a quote-based and fact-focused video. As a SaaS company, they showcased their app with eye-catching graphics and marketing information that highlighted the need for their product. Although the video is less than 3 minutes long, it covers all six elements of a campaign video.
Nona Vegan Food
A female-founded plant-based Italian sauce company in the Consumer-Packaged Goods (CPG) industry. The founder's story and passion were captured in the video using storytelling and mission-based strategy. The video also included a recommendation from the founder's mentor and client testimonials from various members of their target market.
The Mash by Half Hitch Brewing
An Alberta-based restaurant and brewery in the food and beverage industry. This brewery adopted a conversational style pitch to create a 5-minute video that featured different shots of their team, behind-the-scenes processes, and their restaurants.
The Kindred Studio
An ethical clothing company in the leisure and lifestyle industry. The Kindred Studio created a fact-based video with a strong focus on their community. They did a great job of taking their viewers through their journey. Their message was clear, concise, and strong, as they used various statistics when defining their problem. Instead of telling the audience about their community, they showed them clips of user-generated content.
RYSE
An affordable smart shades device company in the Internet of Things (IOT) Industry. Ryse used a fact-based pitch with a strong focus on traction. Their campaign video is an excellent example of how technical products can be explained to retail investors. The use of direct address and voiceover tied together all the different snapshots into one cohesive narrative.
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