Animation is a powerful tool to communicate your brand message, engage your audience, and stand out from the competition. But how can you create an effective animation marketing campaign that achieves your goals and resonates with your target market? In this article, we will share some tips and best practices to help you plan, produce, and promote your animation marketing campaign.
Before you start creating your animation, you need to have a clear idea of what you want to achieve with it. Do you want to raise awareness, educate, entertain, or persuade your audience? Do you want to showcase your product, service, or story? Do you want to generate leads, conversions, or loyalty? Having a specific and measurable objective will help you focus your animation content, style, and tone, as well as your distribution strategy.
Understanding your animation's objective is crucial as it directly influences the creative decisions throughout the production process. For instance, an animation aimed at educating might prioritize clarity and information density, while one designed to entertain might focus more on visual flair and humor. Additionally, the objective informs the choice of animation style—be it 2D, 3D, stop-motion, or mixed media—which can greatly affect the emotional response and engagement level of the target audience. It's essential to align every element of the animation with the intended goal to ensure a cohesive and effective final product.
Create an effective animation marketing campaign by defining clear goals, understanding your audience, and telling a compelling story. Invest in high-quality production, align with your brand, and optimise for mobile. Choose the right platforms, incorporate a clear call-to-action, and leverage social media and paid advertising. Track performance, engage influencers, and consider creating a series for sustained impact. Encourage user-generated content, iterate based on feedback, and continuously improve your strategy.
I've found that once you've answered the obvious 'why are you doing this at all?' question, and fleshed out the 'who is your customer?' and 'what would you like them to do?'. There is merit in developing a style. A unique identity that will tie your animations together without even saying they're all done by you. Developing a visual language communicates at a different level as compared to the general information being disseminated on screen. I've found that it's best to keep it short, punchy and evocative too. Visuals, music, content all need to get to the point as efficiently as possible. Start strong, and communicate powerfully. And finally: have fun with it.
Sobre todo define el estilo de comunicación. No es lo mismo una animación de carácter técnico (mucha información, contar cosas complejas, target de técnicos), que una animación emotiva, que un vídeo de estilo comercial, que una animación didáctica. Cada estilo produce objetivos distintos.
Being able to define the goals of project, early on, enables a streamlined outline of the various objectives of each department of the production from pre-production to post-production. Each member of the team can seamlessly navigate each complexities with ease and efficiency, thus contributing to a harmonious work environment to achieve the main goal.
Another key factor to consider is who you are creating your animation for. Who are your ideal customers or clients? What are their needs, preferences, and challenges? How do they consume and respond to animation content? What are their expectations and emotions? Knowing your audience will help you tailor your animation to their interests, values, and pain points, as well as choose the right platforms, formats, and timings to reach them.
By knowing what your audience wants, it's easy for you to tailor your animation campaign according to your audience preferences. Study your audience daily routines, study their browsing history, what topics do they engage in very much, is it comic topics, business networking topics or what? Study them to a point that when you start your campaign, you can easily aline it with what you've studied from the audience.
Not only is it imperative to know your audience but also the platform through which they will watch your video. Use cases of animation videos are limitless. To help you funnel the type of animation to settle on, ask yourself: 1. Who does the video speak to? 2. Which platform will the video be housed on, Instagram, YT, FB, TV etc. 3. How much time does the budget allow you to spend on this? Assign resources accordingly.
Más allá de estudiar a tu audiencia, de analizar lo que hace, por dónde se mueve, etc. mi consejo es que tengas mucho cuidado en distinguir lo que quiere ver tu audiencia de lo que quiere ver tu jefe. O tus empleados. Es decir, asegúrate de que el dise?o del vídeo no responde al capricho de tu jefe, del director comercial, ni que estás mostrando cosas de la empresa o de tus productos de los que estáis orgullosos (porque ha sido dificil obtenerlo, porque nadie lo tiene...), pero que a vuestros clientes no les interesa. De modo que SI, conoce a tu audiencia y TAMBIéN conoce tus propios sesgos comunicativos. Lo que te interesa a tí de tus productos no siempre es lo que le interesa a tus clientes.
Being able to understand your audience helps with being able to further specify the needs of the campaign, e.g a health awareness campaign aimed at proper nutrition for athletes is broad, but by asking question such as, is it athletes in high school, professional? Are they in certain demographics? Stages of their careers? Access to information? etc. Through this process of asking many questions, you are able to target an audience where it matters best
Understanding your audience is crucial in animation production as it influences the creative decisions from character design to storytelling. For instance, younger audiences might resonate with bright colour and fast-paced action, while older viewers may prefer nuanced narratives and relatable characters. Utilising analytics tools can offer insights into viewing habits and preferences, while social listening can reveal how audiences feel about animation trends. Tailoring content to audience preferences increases engagement and the likelihood of a successful campaign.
There are many types of animation that you can use for your marketing campaign, such as 2D, 3D, motion graphics, stop motion, whiteboard, or explainer. Each one has its own advantages and disadvantages, depending on your objective, audience, budget, and message. For example, 2D animation is simple and versatile, but may not be as realistic or immersive as 3D animation. Motion graphics are dynamic and eye-catching, but may not be as emotional or narrative as whiteboard animation. Explainer animation is great for breaking down complex concepts, but may not be as creative or fun as stop motion animation. You need to choose the animation type that best suits your purpose and personality.
I was leading the development of the transmedia strategy on a new game IP. We were going to create a short film series that ran tangentially to the seasonal live game and told the stories of our characters. The big question was, what style of animation? I weighed creative direction and style, versus: pipelines, budget and production time, what the competition was doing and what our TG consumed. Ultimately we went with CGI instead of traditional 2D anime, because our models existed in 3D from the game and it allowed for a more seamless projection into a narrative world from a player perspective.
To decide which type of animation is suitable, helps in being able to distinguish a lot of factors from the studios capabilities, various dynamics in which a message can be interpreted and how best it can fit budget and timelines. Having this decided early on helps in being able to see the confines in which the project can be carried out, and in which creative direction can work best, depending on the studios capabilities.
Mocking up different style frames and deciding on a look before you embark on any storyboards is key. Especially if it’s for a client. Having their buy in early on is crucial.
When selecting an animation type for marketing, it's crucial to consider the production timeline and resources. For instance, 3D animation offers a high level of detail and depth, making it ideal for products that benefit from a more tangible representation. However, it requires more time and skilled artists, which can increase costs. On the other hand, 2D animation can be produced more quickly and cost-effectively, making it a good choice for campaigns with tighter budgets or shorter timelines. Understanding the balance between visual impact and resource allocation is key to choosing the right animation style for your campaign.
Animation type most likely would depend on time and money. When do you need it and how much are you willing to pay for it? 3D animations are more expensive than 2D animations as 3D models require more time to finish.
Once you have chosen your animation type, you need to craft your animation story. This is the core of your animation marketing campaign, as it will convey your message, value proposition, and call to action to your audience. Your animation story should have a clear structure, with a beginning, a middle, and an end. It should also have a hook, a problem, a solution, and a benefit. The hook is what grabs your audience's attention and makes them want to watch more. The problem is what your audience is struggling with or looking for. The solution is what you offer to solve their problem or satisfy their need. The benefit is what they gain from using your solution or following your call to action.
Pre visualization, or “pre-viz” for short is a common method used in the visual fx industry to plan out your animation and story on a shot-by-shot basis. It’s one step up from a storyboard because it contains moving images, sound, music and even dialogue which you can cut together in editing software such as Adobe Premiere. It allows everyone including clients and team members to get excited about the project because you are able to exactly convey visually what you are planning. This is much more powerful than just trying to pitch your idea to a client and it gives them higher confidence that you can execute your plan.
Créez un concept créatif unique et mémorable pour votre campagne d'animation. Cela peut inclure une histoire engageante, des personnages captivants, des visuels attrayants, etc. Assurez-vous que le concept est en ligne avec vos objectifs et qu'il attire l'attention de votre public cible.
You should consider two things: *** Cost of content production/Advertising cost. Enhance your animated marketing video with a compelling voiceover or background music. Choose a voice that resonates with your brand and complements the tone of your message. Investing in a good animation can give you years of enjoyment! A well–designed animation video can be used on social media, websites, and landing pages. Before starting a project, an animation studio will provide you with all the cost information and schedule. With proper planning from the outset of the project, you will create characters, storylines and situations your audience will find relateable.
Craft your animation story have a clear structur from the beginning. Find your message through your story and stay strict on that. Find your audience and communicate it to them.
Según mi experiencia es muy útil crear un story board donde evidencies los requerimientos audiovisuales para que tu animación se entienda y cumpla con los objetivos.
Producing your animation is the most technical and time-consuming part of your animation marketing campaign. You need to have the right skills, tools, and resources to create a high-quality and professional-looking animation. You can either do it yourself, hire a freelancer, or work with an agency. Depending on your budget and expertise, you may want to outsource some or all of the production stages, such as scriptwriting, storyboard, voiceover, animation, sound effects, and editing. You also need to make sure that your animation is consistent with your brand identity, tone, and style, as well as optimized for the platforms and devices that you will use to distribute it.
Hoy en día, a nivel técnico puedo recomendar el uso de animaciones en 3D a través de los motores Unreal Engine (mi favorito) o quizás Unity. Mejor una animación en 3D que en 2D. No son mucho más caras y causan un impacto mucho mayor.
Producing an animation requires a multidisciplinary approach, combining artistic vision with technical expertise. It's crucial to understand that each production stage impacts the final quality. For instance, a well-written script and storyboard lay the groundwork for effective storytelling, while skilled voice actors can bring characters to life. Moreover, the choice of animation software and the animator's proficiency with it can greatly influence the animation's fluidity and appeal. Ensuring brand consistency throughout the animation not only strengthens brand identity but also resonates better with the target audience, making the campaign more impactful.
Il existe de nombreux formats d'animation marketing, tels que les vidéos explicatives, les animations 2D/3D, les GIF animés, les stories sur les réseaux sociaux, etc. Choisissez le format qui convient le mieux à votre message et à votre public cible. Créer du contenu de qualité : Investissez dans la création de contenu de haute qualité qui captive l'attention de votre public et communique efficacement votre message. Assurez-vous que le contenu est informatif, divertissant et engageant. Intégrer un appel à l'action (CTA) : Incluez un appel à l'action clair et convaincant dans votre animation pour inciter les spectateurs à passer à l'action, que ce soit pour s'inscrire à une newsletter, visiter votre site web, effectuer un achat, etc.
Weither you decide to do it yourself or with the help of a professional, you need to keep a project management pipeline that will allow you to optimize Budget and deadlines. Here is how I would do it: 1- start with a styleframe: its one shot representing the style the video. keep your branding in mind. 2-Create a storyboard that sketches each of the scenes as described in your script 3-Record the Voice over (or actors voices) 4-This is optional, but crucial for big project: create an animatic, wich is a draft-video featuring the storyboard and the voices. 5- Create the design assets, based on the storyboard and the styleframes, 6- Now, its time to animate. 7-Once the animation is complete, add VFX and SFX
Look around your networks for animators or agencies who create these and see what makes an impact. If you have someone who is really good and really talented - you do not need to reinvent the wheel. Broadening your network of animators and animations agencies helps you discover different styles, get inspired and choose the best entity for your needs based on real knowledge.
The final step of your animation marketing campaign is to promote your animation to your target audience. You need to have a clear and effective distribution strategy that maximizes your reach, engagement, and conversion. You can use various channels and methods to promote your animation, such as your website, blog, social media, email, ads, or influencers. You also need to track and measure your animation performance, using metrics such as views, clicks, shares, comments, leads, or sales. You can use analytics tools and feedback to evaluate your animation results, and adjust your campaign accordingly.
No voy a decir cosas genéricas, sino un consejo bien real: La mejor opción de difusión es la que utiliza las redes sociales para realizar una campa?a sostenida, no solo anunciar una animación. Para ello, es mejor segmentar las animaciones y los vídeos en piezas peque?as que puedan componer un mosaico de vídeos que sostengan una campa?a. Es decir, es mejor hacer vídeos muy cortos, a modo de capítulos, que un gran vídeo que lo resuma todo. Con vídeos cortos consigues un impacto sostenido en el tiempo, y es más probable que se vean los vídeos o animaciones (por ser más cortos). Y más sencillo que se viralicen. En resumen: divulga tu vídeo como si fuera una campa?a, y si es necesario divídelo en peque?os vídeos-
Déterminez les canaux de diffusion les plus appropriés pour votre campagne d'animation, en tenant compte des préférences de votre public cible. Cela peut inclure les réseaux sociaux, les sites web, les newsletters, les blogs, etc.
There's little mention above about the other important aspects of animation: voice over, sound design and music. These key elements are as important and impactful as your image. I like to boil the story down to ONE WORD. What is this story about? And I'll use the one word to direct every aspect of the animation from framing and camera angles, to voice over deliveries, to music direction, and everything in between. This makes your choices less arbitrary and adds intention to your film on all levels, and can be used as an effective tool to convey your message.
Remember to always work as a team and have great soft skills to navigate complexities when working with various types of personalities
What kind of anime is it? Your anime mustn't be too different from the anime the audience is currently loving; especially in terms of aesthetics. Speak to the same people, similar to they way they have been spoken to in the past years but different approach on narrative. Anime is one of the best mediums of communication; find out what people like and then share your story.
Un consejo real es conformar equipo, es más eficiente en termino de calidad e inversión de tiempo tener un equipo que te ayude a trabajar en los diferentes medios que componen tu animación.
Animations take time and keep in mind changes also take time so one of the most important thing is to make sure you contribute as much as possible in the pre-work stage to make sure the work is as accurate as possible. Once you get the first version, highlight everything you need because once you get the 2nd version, you will have less and less opportunities for change as animation takes long time to compose and render. Try to avoid situations where you rewrite the script on version 5 with a completely new creative style and story as this might affect your ability to meet your deadline for your client.