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30.06.2021

5 effective ways of leveraging your content through animations

Animated videos are a popular choice of content and are powerful communication tools to have in a content marketing plan. They can help illustrate your brand or project in a fresh and innovative way, helping to build trust with your target audience. They are typically more memorable than corporate style videos and can both entertain and inform. Animations evoke emotions that resonate with your viewers. They can engage people in conversation and make your audience want to follow the story or project.

Here we explore 5 effective ways you can leverage your content through animations.

1. Tutorial Videos

The world is changing, and so are the ways of teaching. Gone are the days of students being expected to take notes and memorise them from a blackboard or whiteboard. Then came an era of screen projectors and ‘death by PowerPoint’, where students would not need to write so much down, and they could take a copy of the file. Instead of ‘traditional’ teaching where teachers are the focus, the ‘flipped classroom’ is quickly becoming the norm, where students are introduced to learning material before they come to class through educational videos and reading. Animations are a great way to help illustrate your content.

When ECMWF launched its new version of the WEkEO Data and Information Access Service (DIAS), it wanted to introduce the improvements and new functionalities. D&D created two one-minute animations to inform audiences about the distributed infrastructure and harmonised data access provided by the service.  

When you are next trying to communicate your brand or project, consider how animated videos can resonate with your audience through these examples. Create more memorable and entertaining content through an animated explainer video or instil emotion and develop engagement through cartoon storytelling. Evoke emotions that resonate with your viewers and help illustrate your brand. Explore new ways of sharing your animated branded content through DOOH advertising on includes digital billboards and outdoor signage. And instead of ‘death by PowerPoint’, make use of animations to help explain your educational content. Get in touch to see how we can help leverage your brand or project through animations.

2. Animated explainer videos

Short, animated explainer videos (30-90 seconds long) can help simplify complex topics. They are a great way to showcase your brand in a fun and friendly way, demonstrating what it offers and how it can help customers. You can bring concepts to life that text or live videos cannot. You can create animated characters to talk, fly or travel in time. You can explain mechanisms and processes, demonstrating to your target audience how your project, idea, or service works.

D&D has used explainer animations in a project for Mercator Ocean, relating to the EU’s Copernicus Programme and how it supports EU Arctic Policy. These animations demonstrated the value of earth observation, particularly marine, in monitoring the Arctic and how this data is directly applicable for decision-makers as they plan for the future.

3. Cartoon storytelling videos

Storytelling through cartoon is a great way to create empathy. With cartoon animation, you can design a character or storyboard to look or feel the way you want. By exploring each character, you can instil emotions in cartoons to help captivate, entertain, and inform your audience. However, characters are not limited to being living objects. Instead, anthropomorphism can be used to help break down barriers. The number of characters in a cartoon, and the way they complement each other can help develop lovable icons to create strong audience engagement.

D&D contributed to the outreach campaign of the European Space Agency’s (ESA) Rosetta mission through the creation of a cartoon animation. Due to increasing demand, this animation turned into a whole series. This series illustrated the mission through a fairy tale ‘Sleeping Beauty’ theme. More recently we created a cartoon version of Cheops, the Characterising Exoplanet Satellite, to illustrate its mission as it set out to investigate distant planets orbiting stars other than our Sun and to discover what these alien worlds are made of.

4. Digital Out-of-Home Advertising

Digital-out-of-home (DOOH) advertising refers to digital media that is experienced out of the home, which includes digital billboards and outdoor signage, as well as networks of screens found in shopping centres, airports, and railway stations. It can be one of the best mediums for capturing an audience’s attention. The flexibility that animations offer can support this form of digital advertising, helping to bring different elements together to communicate your message in a short, sharp, and effective way.

In 2019, D&D worked with the European Centre for Medium-Range Weather Forecasts (ECMWF) to raise awareness of free and open climate and atmospheric data from Copernicus, the European Union’s earth observation programme. As part of D&D’s marketing strategy for a digital advertising campaign, the use of short phrases and key visuals helped to increase the level of awareness and accessibility of Copernicus data, and its relevant applications to key policy and decision makers. The end result included a short 10-second animation in widescreen for an overhead display at a train station, a 15-second video in portrait for the metro network, as well as the more common full HD versions in both English and Spanish.

5. Brand storytelling videos

Some marketers consider brand storytelling to be the future of the industry. In today’s fast-paced, automated, digitally driven society, humanity is becoming the new premium. The world wide web provides users with great convenience and social media can give users instant gratification; meanwhile human touch is becoming increasingly scarce. The coronavirus pandemic has also reduced social interaction. Consumers want something more human and relatable. Companies, therefore, can no longer be faceless entities. Instead, they need to connect through new and innovative approaches.

Telling the story of your brand through animated videos is a great way to stand out from the typical corporate videos. You can build a cohesive narrative to bring together the facts of your company and evoke emotions of your brand to convince your customers to purchase your product or service. Brand storytelling should be consistently used across all communications as it can ultimately enhance your company’s visibility, impact, and engagement.

Design & Data was approached by the ESA Business Incubation Centre (BIC) Switzerland at ETH Zürich to help stimulate space connections between non-space related projects and businesses. The goal was to make space more approachable by bringing it out of its niche and into a more accessible format. The animation was designed to fit within the colour scheme and corporate identity of the ESA BIC Switzerland, who wanted the video to act as a ‘door opener’ for developing connections with aspiring entrepreneurs.

  • Animations