As I learned at the Reel Video Summit this year, good video marketing is all about evoking the right kind of emotion, but more important than that, doing so while maintaining focus on the goal at hand. A good campaign that does both will not only garner the views, but will use those views to drive sales or some other KPI. Here are five Vines that I think do a wonderful job at doing both.

Best Branded Vine Videos of the Last 7 Days

#1 Hewlett-Packard  
Topping my list this week is a pair of Vines from HP. The first is from ‘Final Cut King’ Zach King. His Vine evokes amazement, as his special edits often do. On second loop through, the surprise starts to wear off and focus shifts to the fact that this HP laptop flips over into a tablet. Well done HP and extra bonus points awarded here for having a significant number of loops on this video, over 1.2 million, despite the fact it is on HP’s Vine page and not Zach King’s. Controlling your own content is key.

I’m not sure why HP UK also had to use an orange in their ad, but it works to similar success. Once again hitting on surprise and amazement, the stop motion and special effects enhance the fact that this tablet is versatile.

#2 Cody Johns for Coca-Cola
Coca-Cola has been hammering out the ads non-stop for their new coke bottles which feature names on them. The product is prominently featured in this ad, which focuses on the surprise element to grab attention and bring about a bit of humor. The only thing I’m left wondering is where that bottle actually came from because it certainly didn’t fit in his pocket.

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#3 Andrew Jive for Greenpeace 
Depending on your personal view of the world, this Vine can reach a whole range of emotions from contempt all the way to simply gaining knowledge. Their clever stop motion animation is interesting enough to hold the viewer in place and the description of the videos brings it all home. Not only did this Vine raise awareness for Greenpeace, but the quality of the clip left me wanting to see more from Andrew Jive, which is not only good for him, but an added bonus for the other brands that have worked for him as well.

#4 Red Bull
When it comes to advertising, it’s well known that Red Bull gives you wings. This ad did a wonderful job of reinforcing the brand message and appealing to the inner-child in all of us. It demonstrated the hidden plane in a Red Bull 4-pack that should inspire customers to grab a pack and build one themselves.

#5 Brian Gavin Diamonds
With nearly 450k loops in a week, this ad gets straight to the point. It uses stop motion and special effects to not only amaze the viewer, but tug at those emotions of happiness and nostalgia that an engagement ring can bring. The focus never leaves the ring from start to finish and perfectly illustrates the brand message.

Thanks to our friends at Unruly for the suggestions.