Product Videos + Customer Stories: Building a Complete Brand Video Strategy
Updated: 6 days ago
Great brand storytelling isn't always about choosing between emotional storytelling and product education. Often, the strongest content strategies need both. For our ongoing work with Soberlink, we've approached those two needs as complementary parts of the same story.
Here's how we build a brand's story through product videos and customer testimonials.
Start With the Human Story
Soberlink is a Remote Alcohol Monitoring System used in situations where the stakes can be incredibly high, including family law and addiction recovery.
But explaining what the technology does only tells part of that story.
Through a series of customer testimonials, we've helped Soberlink tell the human side: real people sharing their experiences navigating addiction, co-parenting and rebuilding trust. These films give audiences something a product demonstration can't — an understanding of what verified sobriety can mean in someone's actual life.
They're emotional. They're personal. And they answer an important question: Why does this product matter?
Then Make the Product Easy to Understand
There's another question audiences still need answered: How does it actually work?
For that, we took a completely different creative approach.
Our scripted product video uses a spokesperson to break Soberlink down simply and directly: what a Remote Alcohol Monitoring System is, how testing works, and how facial recognition, tamper detection and wireless connectivity work together to provide documented proof of sobriety.
Instead of asking one piece of content to educate, demonstrate, build trust and create an emotional connection all at once, each video gets to do its job well.
And with additional product education videos planned, Soberlink can continue building a library that answers specific questions throughout the customer journey.
Different Videos. One Brand Story.
This is where a video strategy becomes more valuable than a single brand video.
A prospective customer might first encounter a personal story that makes them recognize their own situation. From there, they can find straightforward content explaining the technology, answering common questions and showing exactly what using the product looks like.
One creates connection. The other creates understanding.
Together, they create a much more complete picture of the brand.
That's something we think about often at Lure. Not simply, "What video should we make?" but "What does your audience need to see, understand and feel?"
Sometimes the answer isn't one video. It's building the right collection of them.
About Lure Digital
Say hello! Lure Digital is an award-winning video marketing agency in Santa Barbara and Los Angeles dedicated to creatively connecting people to your brand. Learn more about our capabilities.
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