Vimeo is raising awareness about its video platform by introducing the brand's first large-scale brand campaign aimed at creative professionals and businesses, essentially anyone who uses, creates, or distributes video.
The campaign, developed with FIG, includes 14 unique videos that highlight Vimeo's advantages and tools. For instance, one online ad states: "This is an ad before your video. Vimeo doesn't have these."
So much of the market still views Vimeo as a place where you only view videos, says Harris Beber, CMO, Vimeo. "The message we want to deliver is Vimeo is here to help you succeed with video."
Harris says Vimeo has spent the last year and a half "doubling down on our mission to empower those behind the camera," he says. "Now we are leaning into that growth, and investing in expanding the awareness of Vimeo to a broader audience."
The media mix incorporates programmatic TV, online video and OOH "at the highest level to drive awareness of the message that Vimeo can help with your videos,” says Harris.
He adds the media buy is supported with more traditional digital performance channels to underscore more educational tactics of video.
For the creative, it was an "exciting challenge" to balance expectations from Vimeo's core fan base, while reframing and raising awareness around Vimeo’s strategy to a broader audience of video creators, says Scott Vitrone, Chief Creative Officer, FIG.