On Wednesday, November 7, 2018, we held a panel discussion with Wacoal Corporation, a Brightcove user, at a seminar on the latest video marketing case studies hosted by Sendenkaigi Co.
The moderator was Mr. Yu Taniguchi, editor-in-chief of the monthly magazine Sendenkaigi, and the panelists were Ms. Kazumi Kawakatsu, of the Web CRM Planning Section of the Public Relations and Advertising Department at Wacoal Corporation, and Mr. Kitashoji, Vice President, Head of Japan Sales at Brightcove.
As a marketing issue facing Wacoal, Kawakatsu-san says that because innerwear is not purchased very often, there are issues with points of contact for communication with customers. The company is conducting marketing with the aim of increasing touch points so that customers are aware of the brand on a regular basis, not just at the time of purchase.
As part of this, the public relations and advertising department started using videos on the web about 10 years ago. However, the capacity of the company’s internal server was small, and because the information systems department pointed this out, they started using YouTube so as not to put a strain on the company’s server.
However, as time went on, the workflow for managing videos became increasingly complicated. The number and types of videos increased, the number of related departments and production companies increased, and the number of social media sites where they were published increased.
Because YouTube accounts do not allow for permission settings, multiple videos were uploaded and information edited by several people in the company and several production companies logging in to the same account. In addition, because the people in charge of managing each account uploaded videos to SNS, it was completely impossible for the Public Relations and Advertising Department to grasp the overall content, let alone the publication deadline. For this reason, the need to improve the workflow for video management finally arose.
Wacoal then introduced Brightcove’s content management tool, “Video Cloud” (https://www.brightcove.com/ja/products/player/), and began centralizing the management of video content and SNS accounts. With Video Cloud, it is possible to set permissions so that some users can only upload videos, while others can also publish and delete videos, so it was possible to give the production company only upload permissions, and also to hedge against risks for the production company. In addition, the function that allows you to automatically set the end of the video’s public viewing period also reduces the amount of work involved in manually deleting videos. This means that there is no longer any need to make website corrections during the year-end and New Year holidays or during vacations, and the source of human error has also been eliminated. The Video Cloud analysis function allows you to compare the differences in how your videos are viewed on YouTube and Facebook, so you can use them not only for posting but also for marketing purposes.
As a side benefit of introducing Video Cloud, we were also able to create our own landing pages with videos. When we received requests from various departments saying “We have the budget for video production, but not for page production…”, we were able to create our own owned media without writing any code, thanks to the video portal creation function of Video Cloud. Now, without having to outsource, Mr. Kawakatsu, the person in charge of the website, is able to mass-produce landing pages on his own, and he has also been able to release educational videos for sales staff, who previously had nowhere to store them, for internal use. He was able to complete a secure portal site that can be viewed on smartphones on his own.
We used the Video Cloud analytics function to check the completion rate (percentage of videos watched in full) for the content we were publishing internally and externally, and we were able to check things like which parts of the videos were being skipped and at what point people were leaving. We were able to use the meaningful insights we gained based on the completion rate to improve our content production.
You can buy as many views as you like with advertising, but the company is continuing to focus on branding by aiming to improve the completion rate rather than the number of views.
