Blog BKW

Content Diversity: A Study of Adobe’s Marketing Video Mix

We often write about a single piece of marketing communications on the BKW blog. Today though: an entire (whoooah!) video collection — from Adobe’s Marketing Cloud division. Marketing Cloud (just today renamed Experience Cloud) makes business analytics software for improving the marketing and customer experience for large companies. The collection is their YouTube channel with 10,000 subscribers and 385 videos with an aggregate view total of 5.5 million—although most of the views have come from a handful of the videos.

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KLM’s 787 Dreamliner “Unboxing Video” Just Doesn’t Land

Unboxing videos are a thing. Well, they certainly were still a thing a year ago. So it was a good idea for KLM to do an “unboxing video” when it’s new 787 Dreamliner arrived. Clever. Funny. And it lent itself to a great title: “The Biggest Unboxing Video You’ve Ever Seen.” But bummer. It’s so […]

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Inclusion Is the New Sex. It Sells.

The time right now is ripe for positive, timely messaging. Brands with a more liberal-leaning base are trying to energize potential customers by aligning themselves with their core values. Just like sex, inclusivity can be controversial, but right now the benefits are outweighing the drawbacks.

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