Video Marketing Mastery in Crisis: A Look at BP’s Strategy

Analyzing BP’s Oil Crisis Response: A Study in Crisis Management Video Techniques

Welcome to Skillman Video Group’s Video of the Week. This installment takes a closer look at BP’s oil crisis response campaign, specifically their video communication strategy following the oil spill in the Gulf of Mexico. While the crisis itself is not an event to aspire to, the methods used in BP’s video response demonstrate smart marketing techniques that are worth examining.

Strategic Introduction

In the video, Keith Seilhan doesn’t begin with a standard introduction. Instead, he immediately dives into his personal connection with the oil crisis. This approach is effective and common in BP’s crisis response. It personalizes the message, creating a bond with the viewer by showcasing a deep, personal stake in the resolution of the crisis.

This method can be incredibly effective for any business. Instead of merely promoting a product or service, sharing what the product or service means to the person behind it can forge a stronger connection with the audience. This personal touch not only humanizes the presenter but also enhances the credibility of the message, making the product or service more appealing.

The Role of Audio in Storytelling

The majority of the BP video features images of the clean-up efforts. Without the accompanying audio, these images alone might not engage the viewer effectively. The audio—comprising narration and background music—plays a crucial role in keeping the audience engaged.

The narration provides context and conveys a sense of urgency and sincerity, adding depth to the visual information. Meanwhile, the music chosen is slow and methodical, echoing the somber reality of the situation and the serious commitment to making amends. This careful selection of music enhances the storytelling by setting the appropriate mood and helping the visual elements coalesce into a compelling narrative.

Choosing the Right Music

The impact of music in video marketing cannot be overstated. In BP’s video, the music is integral to the overall effectiveness of the message. It underscores the gravity of the situation and the earnestness of the response efforts. Selecting the right music for a video is a critical decision that should align with the video’s emotional tone and the message you wish to convey.

Music can set the tone for the entire video, influencing how the message is perceived and received by the audience. It can make the difference between a forgettable video and one that resonates with viewers, compelling them to watch through to the end.

Harnessing Video for Effective Crisis Management

BP’s use of video during the oil spill crisis illustrates the power of video as a tool for crisis management. By effectively combining personal narratives, visual imagery, and thoughtful audio elements, they were able to communicate their commitment to resolving the crisis in a way that written statements or still images could not have achieved.

For businesses looking to utilize video in crisis situations or for general marketing, remember that authenticity, personal connection, and the appropriate use of audio are key elements that can enhance the impact of your message. A well-crafted video can serve as a powerful tool in shaping public perception and managing a crisis effectively.