Content For MMC Group's 3 Clinics - Case Study
In the medical aesthetics industry, a brand's visual identity plays a pivotal role in establishing trust, communicating values, and connecting with diverse audiences. For a medical brand with multiple clinics targeting varied markets like the Lower Mainland’s MMC Group, the challenge lies in crafting a cohesive yet nuanced visual narrative that aligns with each clinic's unique identity. In this blog post, we'll explore how MMC Group used video production to generate social media content and website banners that aligned with each of their three brands.
MMC Group's portfolio comprises brands targeting different demographics and offering unique services. SkinArt, located in Burnaby, targets a youthful audience seeking trendy aesthetic treatments, while RAAC in Richmond caters to a more affluent clientele with its luxurious offerings. On the other hand, MMC Clinic serves a mature audience, predominantly Chinese-speaking, seeking medical services.
Creative Decisions: To effectively convey the essence of each brand, I made strategic creative decisions tailored to their target audience and brand identity.
For SkinArt MD, characterized by its youthful and energetic vibe, I employed dynamic camera movements and fast cuts to mirror the excitement and vibrancy of the brand.
Conversely, for RAAC, I opted for stable and smooth camera movements, focusing on the luxurious treatments and drawing inspiration from high-end jewelry and fashion brands.
In contrast, for MMC Clinic, I adopted a more reserved approach, using traditional camerawork and stable shots to evoke a sense of stability and trust, catering to its mature and primarily Chinese-speaking clientele.
Educational Background: I studied marketing at UBC Sauder School of Business and interviewed at companies like L’Oreal for brand management roles. This equips me with a deep understanding of brand strategy. Additionally, this knowledge allows me to align my creative filmmaking decisions with my clients' business goals, ensuring that the content effectively resonates with their target audience.
Conclusion: Effective videography goes beyond capturing visuals; it involves understanding the intricacies of each brand and tailoring the content to resonate with its target audience. By making strategic creative decisions informed by brand identity and market demographics, we can create compelling videos that effectively communicate the essence of the brand. At Sep Nia Creative, we're committed to helping brands like MMC Group tell their unique stories through the power of visual storytelling.
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