Corporate video can inspire and increase engagement

Corporate Social Media Case Study: Asics

“Truly amazing.”
“This must be the most entertaining 5min corporate video ever. Respect.”
“Beautiful work”
“No words enough to describe it”

Does your video inspire such breathless comments?  A video recently put together for the Asics shoe company did.  The five-minute clip tells the story of Asics in the first person by its founder using Japanese origami.  41,000 plays, 38 comments, and 397 “likes” later, the video has become a viral sensation  Why?

1. It engages in a bit of storytelling from an interesting and unique perspective (origami)
2. The video is easy to forward (Vimeo’s tools make it easy to embed and share)
3. There is no overt sales message.  You never hear someone say: “Buy our shoes.”

What’s also interesting to note is the effect the video on engagement with the Asics web site (a metric Compete.com calls ‘velocity’ as a measure of time spent).  Within just a few days, the site saw a dramatic uptick in its engagement numbers, traffic, and other metrics.

Thanks to Chris at Marketing Fresh Peel for the link.