How Lombard Odier and Philips France Engage Key Decision Makers with Video on LinkedIn [Case Study]
One of the primary strengths of video on LinkedIn is how it helps companies reach and engage that elusive senior decision maker audience.
May 21, 2018
The numbers around video and its business impact are difficult to ignore.
There are plenty of high-level, intuitive benefits found in this medium: videos are easy to watch on mobile devices, they stand out more on feeds than plain text, and they tend to make a deeper and longer-lasting impression than your standard piece of written content.
But what’s really compelling about leveraging video in the B2B space is its distinct ability to resonate with an audience of senior-level decision makers.
Consider these statistics:
- 59% of company decision makers would rather watch a video than read an article or blog post (source)
- 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video (source)
- 54% of executives share videos with colleagues on at least a weekly basis (source)
Plenty of companies are witnessing these advantages first-hand, including two that have achieved outstanding results with well-conceived B2B video campaigns through Sponsored Content on the LinkedIn platform.
What can we learn from their success?
Lombard Odier Drives Brand Awareness Through Thought Leadership
Swiss private bank Lombard Odiersought to reach a senior-level segment with its video marketing content. The company needed to find a platform where these individuals are present, active,
and identifiable, so it turned to LinkedIn.
Maintaining a similar approach to its Sponsored Content campaigns, Lombard Odier used video to appeal to an educated and influential audience in a highly targeted environment.
Utilizing LinkedIn’s native video solution during a beta test period, the firm was able to connect strongly with its desired members in a fitting context, achieving a view-through rate that doubled the average benchmark of other advertisers.
Here’s an example of the type of quick-hitting video content that was featured, tying
in recognizable names like Al Gore and Christiana Figueres alongside its own Patrick Odier:
"The easy sharing and commenting functionality on LinkedIn generated deeper engagement than one would see when distributing video on traditional media channels," said Kateryna Ranieri, Media & Communications Manager.
Another key takeaway from Lombard Odier’s efforts: localization can really help. Videos were delivered in different languages regionally, and the team saw an 11% boost in engagement rate with its French language videos compared to English.
Philips Boosts Earned Media By Striking the Right Notes
“Video is the new king of content,” according to Johanna Mimoun, Digital Lead for Philips
It’s hard to argue with that view, given some of the statistics referenced above, and the way companies like Philips have been able to break through with this medium.
The company’s manifesto states that, “Health knows no bounds and neither should healthcare.” Philips put together a series of videos highlighting this narrative through case studies and testimonials. This content hit home with the most crucial audience: C-suite professionals in the healthcare industry.
Through Video for Sponsored Content on LinkedIn, Philips generated more than 700 social actions, attributing 66% of its earned media to the campaigns.
This example shows the kind of patient-centered content that helped Philips connect with its target audience, showcasing the brand’s commitment to technology and innovation through storytelling:
With the robust analytics and reporting on LinkedIn, Philips was able to continually ensure its video content was being seen by the right people.
Find Your Audience
For B2B organizations seeking to meaningfully engage influential executives and decision makers, LinkedIn is the clear social media platform of choice. And video is increasingly emerging as a no-brainer medium to use. Combining the right tactic and the right channel has worked out nicely for Lombard Odier, Philips, and many other companies wading successfully into B2B video.
Are you ready to join them? Learn more about LinkedIn video ads and how you can get started.