Case Study: VistaPrint Leverages Long-Form Video to Elevate Brand Perception

Brands have been successful in creating emotional videos that have helped them stay top-of-mind by focusing less on their product and more on their mission. According to research from Harvard Business Review, consumers who are “fully connected” emotionally to a brand are 52% more valuable than those who are just “highly satisfied.” ¹ As you can imagine, many brands are taking advantage of emotional connection to make customers feel recognized and important.

VistaPrint, a global e-commerce brand, sought to shift brand perception among small businesses away from their historical categorization as the “free business card company,” to a company that truly cares about helping small business owners succeed.

The company created a beautiful, two-minute video story called “Father & Son: The Postcard” about the evolution of a family-owned bakery and the relationship between the father and son that created the business.

To launch their first major brand campaign, Vistaprint leveraged ViralGains consumer-centric advertising solution to distribute the long-form video alongside a national TV campaign. Television provided a large reach of :30 and :60 spots, while the long-form video built the story to give a broader view of Vistaprint’s brand.  

Learn how ViralGains drove over 1 million consumers to click to watch the two minute video and delivered a whopping 10.26% click-through rate to the company’s website. Check out the case study here.

  ¹ Scott Magids, Alan Zorfas and Daniel Leemon: The New Science of Customer Emotions. (Harvard Business Review)

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