Imagine you're creating a video campaign for a brand-new product. What's your first move, and why?

Your first move is to decide the main idea.

This is because if you don't, you can end up wasting thousands on production costs and ad spend. The main idea is the foundation of your campaign and should be able to be said in one sentence.

Examples:

1. Horse for sale
2. The best cookies in town
3. The relationship coach that can save nearly any marriage

Maybe the campaign is event-oriented:

1. Book launch: the only real estate book you'll ever need
2. Meet us Friday at the Snack Shack ribbon-cutting. Rsvp now to save your spot.
3. Support your student today with a donation for their upcoming performance

The main idea should convey:

• what the new product is
• how it positively affects the customers
• other possible: urgency, exclusivity, any special deal, etc.

Once you have your main idea you will build all the content around that idea using the words of the end-users/customers. But first...

Plan out the entire campaign, and make sure that each video only has 1 call to action.

First, focus on explaining your idea in a simple and interesting way. Share what makes your product special in a quick 30-second message. This is the start of your whole campaign. If you don’t catch people’s interest quickly, the rest is not important. After that, create your video using that strong message. Boom!