It was only a matter of time until animation’s potential was realised—in recent years animation has become a powerful tool in advertising and marketing. The medium of art provides brands with innovative ways to capture attention, convey messages and engage audiences. But how exactly is this done?
This article examines how animation is used in modern advertising and marketing, illustrating its impact briefly through case studies and examples of successful campaigns.
The Role of Animation in Advertising and Marketing
Traditional forms of adverts are likely to bore the public unless you have a celebrity endorsement at play. In contemporary advertising and marketing, animation can be leveraged by brands to stand out in crowded markets and communicate complex messages effectively.
1. Enhancing Brand Identity Through Animation
Brand Mascots and Characters:
Mascots and trademark characters aren’t a brand-new concept. They’re integral to brand identity, making brands more memorable. However—what better way to bring your mascots to life through animation? These manifestations of your brand’s values and visions are dynamic ways to connect to your customers.
Case Study:
Famed animated mascots like Geico Gecko and the M&M cast are the perfect examples of this. They have made countless campaigns and adverts memorable, which is especially telling as Geico Gecko’s the face of an insurance company—and frankly, auto insurance isn’t the most riveting plot point. However, mascots aren’t just entertaining. It ensures consistency across various marketing platforms, reinforcing brand recognition through uniform visuals and themes.
2. Engaging Audiences with Storytelling
Emotional Connection:
Human emotion is a powerful tool—and animated videos can evoke just that. Arguably, the same can be done with live-action, but animation can be more cost-effective. This isn’t to say that animation is free, but the damage it’ll do to your wallet is highly dependent on style and complexity. This medium of art can easily create engaging narratives through fantastical worlds and colours that resonate with viewers. Whether this be through humour, warmth, or tearjerkers, storytelling through animation is an effective way to build brand loyalty and customer connection.
Case Study:
The 90-second commercial for Japanese miso paste producer, Marukome, titled “Together Forever” pulled on the heartstrings of consumers worldwide. It follows an elderly couple—a wife whose legs are too weak to walk unassisted and a husband who cooks for her. It’s short and sweet, with a quality of animation that had substantial thought put into it. It was a commercial so well produced and written that it left people craving for more. Without a feature-length anime, what better way to quench that need than with Marukome’s hearty soup?
3. Simplifying Complex Information
Explainer Videos:
Companies that sell highly technical products or services often run into the issue of their adverts being too convoluted. This is where animated explainer videos come into play. So, instead of leaving potential customers confused and overwhelmed—complex concepts can be visualised and broken down into easily digestible information.
Case Study:
In this context, an example of a successful campaign is easily Dropbox’s explainer video. It’s a stop motion, paper cutout video from 2009—and it earned them $48,000,000. This was an introduction to Dropbox and is one of the very first explainer videos recorded. From humble beginnings, this commercial brought Dropbox into the limelight.
4. Driving Engagement and Social Sharing
Viral Potential:
Everyone’s on the internet nowadays. From infants to the elderly—and whether that’s a good thing is a story for another day—the masses have some sort of device in their hands. With a combination of this factor and animation’s potential, virality is nearly promised. It checks all the boxes to keep individuals impressed and entertained. Animation is a medium that can deliver striking visual art, music and speech. If your content is creative and word is spread, your brand’s visibility and audience engagement rise.
Case Study:
YouTube is a social network that is home to many viral videos, commercials included. A famed instance of this is Cadbury’s depiction of Aliens discovering their chocolate. With a whopping 131,322,299 views, this advert has reached the eyes—and mouths—of many.
5. Enhancing Digital and Social Media Marketing
Social Media Ads:
Animated advertising isn’t limited to just short videos. Social media offers many opportunities for promotional content due to the millions on it every day. Animated filters and stickers are a solid way to attract attention and directly engage with your audience. They’re eye-catching and interactive—and you might gain the chance for your animations to be used by someone influential.
Case Study:
Fall Guys, the hit multiplayer party royale game did just that. A filter on Instagram features allows users to fit their faces into the famed mascot, to play a snippet of how a level in Fall Guys may be like. This small taste of the game can entice audiences to download and start playing this platformer.
6. Personalisation and Targeting
Customised Animations:
Creating personalised experiences for your audience ensures all the demographics you cater to feel seen. Providing customised animations for different types of customers you may gather reinforces retention and loyalty—while it’s important to build your customer base, it’s just as important to maintain your current one.
Case Study:
Since 2016, Spotify Wrapped has become a highly anticipated annual campaign. This is a highly specific experience—the application gathers your listening habits of the year and presents it through animated infographics. Spotify Wrapped sets it apart from its close competitors, namely Apple Music, and has become a reason why many have made a switch between streaming platforms.
7. Innovations and Emerging Trends
Augmented Reality (AR) and Virtual Reality (VR):
AR and VR create a brand-new world for customers to explore, providing an avenue for wholly immersive experiences. AR can superimpose animated 3D models into your own home, with just a smartphone camera. On the other hand, VR typically requires a headset to work, and you can’t expect everyone to have a set at home. So instead, brands set it up in their stores, encouraging people to walk in and explore.
Case Study:
In reference to AR, Nike had executed a campaign where customers were able to project their products onto their own feet. It scans them and generates a 3D model, fitted to their sizes. This interactive product showcases allows customers to try on products without having to travel to the nearest store, boosting online sales.
The Future of Animation in Advertising and Marketing
As technology evolves, so does animation—and when brands leverage this into their marketing campaigns, success may follow. It’s important to pay attention to changes in technology and consumer preferences if brands want to stay ahead of competition. Stay innovative with your commercials, and the right people will follow.
Author Bio
From Malaysia, Leia Emeera is a writer at TESSR and a published author. She has been putting pen to paper ever since she learned how to, and has an anthology to her name, titled 'Ten'. Leia loves music, games and her beloved labrador retriever, George. She aims to further her studies in English Literature and Creative Writing the moment her gap year ends. 'Till then, you will find her sitting behind a desk, writing with TESSR.
Connect with her on LinkedIn: Leia Emeera
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