By rifanmuazin 
Video is increasingly the internet’s favourite form of content. For brands, its ability to capture attention, create an emotional connection and show a product in more detail makes it a powerful tool across the funnel, from discovery to persuasion and even post-purchase.
Here, we explore four case studies of how an FMCG, a B2B, a technology, and a small family brand have used video differently but effectively depending on where a customer is on their path to purchase.
Pringles gamifies UGC to boost visibility
The early stages of the customer journey are about capturing attention, introducing a brand or product or building brand salience. At this stage, audiences may not be actively looking to make a purchase, so video content should focus on awareness and placing the brand front of mind.
Pringles tapped into the long history of social media viral challenges and added a distinctive brand asset – the snack’s hyperbolic paraboloid shape – to raise mental availability of the product. To do this, they introduced the #Pringling challenge, which asked people to share videos of themselves shaping their bodies like a Pringle.
@phoebecrossland Is that the King of Pringling?!?👀🤴🻠@Pringles UK & Ireland #pringling
As part of this campaign, Pringles introduced a TikTok custom interactive effect which included body-tracking technology to get people to mimic the recognisable Pringle curve.
Every attempt was measured on a “% Pringle†scale, which made the process fun, giving users something to engage with and riff on, making it more likely they would post the video and that any audience would stick around to see how well the creator did.
Some chosen challenge videos created by users were repurposed as paid ads to increase the reach of this user-generated content (UGC).
Ultimately, the Pringling challenge led to 50 million boosted impressions in 2024 and an ad recall lift of 7.2%, signalling strong top-of-funnel performance.
This campaign tapped into some of the key attributes of TikTok as a channel: its history of viral challenges, the role of the For You Page (FYP) and the ability to add a custom effect, making it easier (and more fun) for the TikTok audience to take part in the campaign.
Encouraging UGC is a powerful way for brands to enhance their visibility without issues such as ad fatigue or ads feeling like an interruption to the audience’s experience.
Salesforce borrows a page, and an influencer, from B2C to engage and persuade
B2B campaigns are increasingly borrowing from the B2C playbook to engagement their audience and showcase their products.
MrBeast, the world’s biggest YouTube creator, partnered with Salesforce for a Super Bowl ad that encouraged people to solve a puzzle and win $1 million. People were asked to Slack @MrBeast once they found the answer. However, this was more than just an interactive ad. This digital treasure hunt was also a real-world product demonstration.
As with every Super Bowl ad, it got a lot of traction. But this was only one part of the campaign. Slack, which was acquired by Salesforce in 2021, created additional partner videos and customer spotlights, along with a landing page, to talk about how MrBeast’s team used Slack.
This showcased the specific features they relied on to deliver the large-scale campaign and puzzle challenge in just 27 days, demonstrating how a real team put Slack tools to work in their organisation.
The landing page was an opportunity to be more product-focused, highlighting specific features and showcasing videos of the team using Slack for the project. This content acted more like a client case study — only with the additional appeal and reach of being created in partnership with one of the world’s biggest creators.
Mid-funnel videos are all about consideration and persuasion. The best way to influence a purchasing decision is to showcase the product being used in the real world, but that does not mean the content needs to be dry or boring.
This creator partnership shows the value of tapping into the unexpected. Whether that is who the spokesperson is, the focus of the content or offering the kind of challenge people are more familiar with from the consumer space.
Dyson uses great hair days to defend price
Post-purchase video can be used in multiple different ways but one of the most useful is in securing customer success. If customers enjoy and get great results from your product, they are more likely to return for future purchases and may even become brand advocates.
Video content is particularly well suited to tutorials and ‘how-to’ content, all of which help your customers make the most of their purchase. Dyson is a great example of a brand that utilises video post-purchase to ensure customer satisfaction.
Across both the website and social media channels, Dyson has a wide library of practical how-to videos that help customers achieve great results with their products. This has been particularly powerful for its range of haircare tools, where ensuring great hair days and, as a result, an army of advocates helps the brand defend its significantly higher price point versus competitors.
Goat Milk Stuff gets personal for retention
Brands can also use videos to make their customers feel appreciated. Goat Milk Stuff is a family-run business selling goat’s milk-based skincare and edible products. They saw providing a great post-purchase experience as a route to customer retention. To enhance this part of the customer experience they introduced a programme of personalised videos to thank their customers.
Once a customer hit buy, they would send a personalised thank-you video. This not only helped to build brand loyalty but also encouraged customers to leave a testimonial, helping the brand to attract new customers.
Personalised thank-you content helps customers feel appreciated and nurtures the relationship between them and the brand. As an added benefit, this campaign also led to many UGC videos being posted by happy customers after they received their thank-you messages.
Though filming something unique for every customer may be a challenge for larger organisations, AI can help with scaling. For an example of that, see Econsultancy’s Boomtown Unboxed case study.
Both of these post-purchase examples remind us that the customer experience does not end at checkout. Videos are ideal for bringing a product to life, but they can also be a great format for helping brands get closer to their customers.
Conclusion
Videos work best when they are created for a particular moment and purpose.
No matter what stage they happen to be at, it is important to create videos that are relevant to your audience, match content to intent, and reduce friction to help consumers move to the next stage.
Nana Wu 
Laily UPN