To change the world, businesses must care about more than the bottom line. In a recent video, healthcare research firm Not Impossible Labs and tech giant Intel partnered to illustrate the impact brands can have on others.
In “Project Daniel,” Not Impossible co-founder and CEO Mick Ebeling travels to the Nuba Mountains in Sudan to help children impacted by limb amputations. Armed with a mobile 3D-printing prosthetic lab – the first of its kind – Ebeling meets 14-year-old Daniel Omar.
Robbed of both of his arms in a bombing, Daniel depended on others to help him eat, dress, and perform other basic functions. In the video, Ebeling creates a custom prosthetic arm, with which Daniel is able to feed himself for the first time since his injury.
This powerful video is part of a larger effort to raise awareness about how the medical community can improve the lives of citizens in impoverished regions across the world. It also creates excitement about a pioneering technology changing the game in medical device manufacturing.
Approaches “Project Daniel” Took to Video Marketing
With the help of Intel products, Not Impossible changed the life of one young man and plans to do the same for countless others. Along the way, they created a compelling video that (besides the profound story it tells) accomplishes several marketing aims, including:
- Promote a new product. The new, cutting-edge 3D prosthetic printer features prominently in the film, creating awareness among medical practitioners, nonprofits, and other individuals.
- Rebrand or reinforce branding. By aligning themselves with such a worthy project and an organization like Not Impossible, Intel shows audiences they engage in the latest technologies while using them to help others.
- Reach hearts and minds. The video creates a strong impression on viewers, molding their perceptions of the plight of amputees and of the changing face of prosthetics.
Lessons for Video Marketers
Drawing from the example of the Daniel Project, companies of all stripes can view their own video marketing strategies through a different lens. Such in-depth, compelling stories may not directly market a product or service to an audience, but they comprise a crucial part of building a brand’s reputation.
When companies lead the way in life-changing technologies such as these, it establishes them as industry leaders and invokes trust and admiration among their audiences. These individuals may not run out tomorrow and purchase a 3D printer, but may decide to choose Intel in the future based on their opinion of the company. Similarly, featuring your brand subtly in a humanitarian awareness-raising campaign draws attention to a cause about which you care while raising your company in the world’s estimation.
While building your next video marketing strategy, consider what you would like your brand to change about the world – and then change it!
How will your brand use video to champion a worthy cause?