Are Brands Using Vine To Its Full Potential?

Are Brands Using Vine To Its Full Potential?

By Liam Foy

We blogged about brands using Vine when it first launched via Twitter back in January and within a few months it has become the most downloaded free app in the App Store.

Vine has become so popular mainly because the short duration of the clip (each Vine is six seconds long) suits our ever-diminishing attention spans, and it’s also a massive factor that users don’t need to leave their feeds to view the clip because Vine is part of Twitter and postable on Facebook. Also, all Vines loop endlessly – which can be quite hypnotising when done right.

This week, the Tribeca Film Festival is using Vine to hold a competition for the best six-second films. Here are our top 10 brands that are brilliant at using Vine.

1 – Peanut butter & Co. – This 12-person strong company figured out how to use Vine to their advantage, and even encouraged sales, to coincide with National Peanut Butter and Jelly day in America on April 2nd. The New York based company was pushing BOGOF coupons, via Facebook and Twitter so they utilised their Vine account to show how to make a peanut butter and jelly sandwich with the brand’s products. During the course of the day, according to the company, it garnered 300,000 impressions and, more importantly, 6,000-plus coupon downloads.

2 – The Cavendish London – This hotel ran a Valentine’s competition this year to win an overnight stay for the best romance-themed Vine tweeted to them. Entrants were asked to create an upload a Vine video, with the video ruled the most romantic to be the winner of the competition.Here’s the winning creation:

3 – schuh – We featured schuh in our original blog post about Vine and they continued to use the platform on a regular product to showcase the vast amount of product they’ve got. We love how they have just got Vine and continue to promote new arrivals, such as below.

4 –  Doritos – You can’t help but love the Mariachi band in non-GIF form so when Doritos combined the Mariachi band and GIFs….well it’s like cool original dipping into sour cream and chive, a match made in heaven. Over Easter, Doritos ran the #DoritosNameThatTune to win Easter goodies.

5 – Urban Outfitters – Still utilising Vine to a massive amount, UO don’t post with high production value, but they do post regularly, mainly to showcase products. Joining in with the popularity of zombie TV show The Walking Dead they recently sent out this post.

6 – Topshop – Vine proved massive at New York and London fashion weeks, with Topshop using it mainly for direct catwalk reporting from the front row, it’s not very slick but it’s quite effective.

7 – Marie Curie – Charities are always looking for new and innovative ways to fundraise online and get their supporters to donate. Marie Curie released a Vine on Valentine’s Day showing a heart being made out of daffodils. This was a great idea as it was topical but they also made it clear that the purpose of the video was to remind supporters to donate.    

8 – Columbia Records – Daft Punk’s record label have been embarking on a social marketing trail for their new album over the past few weeks and released the track listing via Vine. BBC 6 Music later followed up this Daft Punk vine with their own version to help create the greatest Daft Punk playlist.

9 – Converse – Simple, but effective. Fashion brands can use Vine to great effect.

10 – Code Computer Love – And finally, this digital communications agency’s Vine efforts are something to behold.

Code Computer Love Vine Comic

This post was written by Liam Foy

As Head of Client Services, Liam ensures that all of his clients’ strategies are on track, delivering ROI and coming up with new ideas to drive them forward. Beer makes him tick, reading, learning and drinking it.