Will Consumer Products Brands Go Ga-Ga for Video?

More consumer packaged goods brands are getting into the online video content game. Take the case of consumer products giant Clorox–its Hidden Valley Ranch salad dressing brand has produced “Garden Party”, a series of original Webisodes extolling the virtues of fresh, seasonal veggies. The series of Web shorts star actress Jennie Garth of “90210″ fame, a mom of three and an advocate of healthy eating. The Webisodes are being distributed via iVillage.

The new eMarketer report “Consumer Packaged Goods Sector Taps into Online Video” notes that the notoriously low involvement consumer packaged goods sector is looking for ways to engage more closely with consumers through online video content. Marketers know their consumers are spending a lot of time with video, and they’re increasingly looking to associate their brands with video content through sponsorships, original content creation, or both.

From the report:

By getting in front of consumers who snack regularly on video clips, as well as share and post comments about them, consumer product brands are attempting to use a tool that has the potential to generate viral buzz around the virtual watercooler. Creating an online video presence helps marketers facilitate an ongoing dialogue with consumers, boost brand equity, lure prospective customers and solidify support among brand loyalists.

That’s the idea. If consumer products marketers want to generate viral buzz among their target audience, it’s essential to provide consumers with the tools to distribute video in a viral manner. For instance, it took me 15 minutes to find an embed code for the video above, which wasn’t readily obvious on Hidden Valley’s Garden Party microsite. That’s far longer than what the average consumer will be willing to spend if they’re thinking about forwarding the video to a friend or discussing it in a blog post. Still, the video’s content represents a step in the right direction for consumer products brands looking to engage in a new ways with digital consumers.

The full report, “Consumer Packaged Goods Sector Taps into Online Video,” can be viewed here, by eMarketer Total Access subscribers.