Cinemagraphs - visual candy.
Cinemagraphs have the ability to create minor, yet breathtaking, motion in otherwise static photos. They exist exactly where photos end and videos begin. This form of visual content has been growing in popularity, and can now be found on social media sites like Twitter and Instagram, email marketing campaigns, and even television.A cinemagraph has the ability to tell a story, convey a feeling, and is a great way to subtly grab attention - which have made them all the rage in the marketing world.Here are a few brands whose cinemagraph game is on point.Check out how they're integrating cinemagraphs into their marketing campaigns!
Pizza Hut
Pizza Hut made history in December 2015 as being the first brand to feature a cinemagraph campaign on television. The cinemagraph features animation of the hustle and bustle of NYC, a static couple - one of whom are holding a waving dollar bill, and a prominent Pizza Hut logo in the background. The cinemagraph may suggest the idea of affordability and convenience of Pizza Hut. It's also interesting to note the length of a cinemagraph compared to your regular commerical - is it more effective? This may only be the first cinemagraph on television, but it's certainly a good place to start![video width="720" height="404" webm="https://heyorca.com/wp-content/uploads/2016/01/pizzagif.webm" loop="true" autoplay="true" preload="auto"][/video]
L'Oreal Paris
This cinemagraph is interesting because the brand name itself isn't that loud or upfront. Instead, the cinemagraph is highlighting the models hair - showcasing how worry-free you can be about your hair when using L'Oreal. This cinemagraph highlights the benefits of L'Oreal hairspiray, or whatever product it may be, which is ultimately why consumers buy a product.The hair is particularly striking because of the contrast to the light and rest of the static image. This is a great example of how powerful living photos can be.
Eco Domani
The Italian wine brand explores the emotional connections it has with its clients to bring this cinemagraph to life. Featuring bright, fresh colours, lots of good food and friends, Eco Domani creates the feelings of warmth, relaxation and belongingness to their customers. Being relatable is vital when trying to engage your audience. Whats better than a glass of wine with friends?
Mr.Porter
Cinemagraphs are a fantastic tool when creating email campaigns. The subtle movements and intriguing animations will make sure to set your brand apart. Mr. Porter utilizes the luxurious and cinematic elements of cinemagraphs to promote their men's wear email campaign. According to MarketingProfs, 72% of email marketers who have used animations like GIFs or cinemagraphs have recorded a higher transaction-to-click rates compared with bulk emails to the same customers.
Netflix - House of Cards
Currently Netflix's longest running original series, and perhaps most successful, House of Cards has received both Emmy's and Golden Globes throughout it's first 3 seasons. It's clear that the series is doing something right. Cinemagraphs are not only a great way to grab your audiences attention, it's also a great medium for communicating personality. Notice the dark colours, the expression on the characters faces, or the slow movement in the background. Just by looking at this cinemagraph, without any prior knowledge of the series, you can make the correct conclusion that this show is a drama.
