General Mills? Nature Valley brand is leveraging the cachet of emotionally charged mobile video with clips of consumers sharing messages of encouragement to loved ones on Facebook, an initiative that has sparked positive responses from thousands of users.

The granola bar brand opted to move away from its nature-focused campaigns in favor of a more universal subject that would resonate strongly with fans. Per a General Mills blog post, Nature Valley undertook a more supportive- and encouragement-heavy focus to its latest mobile video blitz, which has seen high levels of consumer engagement on its Facebook page.

?Given the breadth and depth of Facebook usage by key demographics, especially millennials, CPG brands can no longer afford to have anything other than a strong Facebook presence in terms of earned, owned, and paid media,? said Evan Neufeld, director of intelligence at L2. ?In terms of consumer response to the campaign, there are several factors at play here. 

?Our research has shown a strong correlation between spending on national, TV-based advertising and the reach of online videos derived from those commercials,? he said. ?Additionally, by in effect mimicking user-generated content, Nature Valley achieves a degree of authenticity that is extremely important in social media marketing. 

?Lastly, there is the simply intangible of good, innovative creative that catches users? attention, both online and offline.?

Breaking the mold
Nature Valley?s marketing focus has shifted to include more relatable topics targeted to a wider range of demographics.

Its latest campaign kicked off with a new commercial, ?You Can Do This,? which showcased individuals offering words of encouragement during everyday moments, such as before a dance recital and racing event.

The consumer packaged goods marketer also posted a new mobile video to its Facebook page. It features homemade smartphone videos of individuals sharing encouraging messages with friends and family.

The video?s caption says, ?Never underestimate the power of letting someone know you're with them. Leave a message on a friend's wall today.? It also includes the campaign hashtag ?#?BeGreatOutThere.

Facebook users in need of an uplifting message can view the clip on their smartphones.

Several of the featured messages include a young girl wishing her father good luck and blowing him a kiss, a group of teens holding up a good-luck sign for their friend and a woman wishing her friend good luck on his job interview.

As of this week, the mobile video has garnered 24 million views and over 4,700 comments.

Many social media users have left comments about their ongoing difficult situations, to which the Nature Valley Facebook account responded with its own messages of support.

This strategy underscores the need for brands to personally interact with social followers and make them feel like more of a valued customer and less of a number in a sea of people.

Per the blog post, Nature Valley is pleased with the positivity shown in the digital landscape.

?The campaign?s success can be attributed to a number of factors,? said Emily Robota, research lead at L2. ?Millennials, in particular, respond much better to authenticity than to aspirational content. The #BeGreatOutThere video is low budget ? resembling a home video shot ? and features a notably diverse cast of characters.

?Furthermore, the video?s connection to Nature Valley is nuanced: instead of overtly pushing the brand's products, it promotes a general message about being and feeling great,? she said. ?It created both a highly relatable message and cast, the combination of which resulted in very shareable content (which can have a huge impact on organic reach).

?Finally, the video features subtitles. As increasing numbers of social media users access content via mobile devices, subtitles can go a long way in retaining attention and motivating the viewer to engage with content that they may otherwise have clicked past.?

Meteoric mobile video popularity
A slew of marketers in the CPG and food and beverage industries have been taking to digital video to attract younger consumers on mobile and adjust their brand images in an effort to seem more relatable.

Last fall, General Mills? Yoplait Go-Gurt brand crafted a wider audience with a campaign featuring Bob Vila and several YouTube celebrities concocting creative ways to get the last drop of yogurt out of the product?s signature tube (see story).

As mobile video proves its ability to capture a wide swath of millennial consumers? fleeting attention, marketers including Stoli Vodka are cottoning onto this tactic by consistently rolling out video-centric campaigns with a memorable twist (see story).

?It?s extremely important not only for brands to have a strong presence on Facebook and mobile video channels, but to leverage social tools in a way that strategically complements overall marketing strategy and brand image,? Ms. Robota said.

?More is not always better ? rather, there's a need for the right content to be uploaded at the right cadence and in a format that's tailored to the social behavior of the relevant audience. Additionally, promoting select content that resonates the most with a brand's target audience can be a great way to accelerate sharing, which in turn drives up organic views.?