How Corning broke the rules in online video - and won

Describes the viral success of an online video by Corning, a global glass manufacturer that wanted to reposition itself away from its historical association with Pyrex glass cookware, a brand it sold 15 years ago.

How Corning broke the rules in online video - and won

Geoffrey Precourt Warc

When Corning, a company that makes glass, decided to experiment with marketing via online video, it seemed to break every rule:

  • Shorter is generally seen as better. But Corning's online-video debut came in at five-and-a-half minutes.
  • No one lets a corporate logo run on screen throughout the entire video. When Corning did exactly that (the logo sits in the upper right-hand corner throughout the video), the creative team at its agency was "horrified."
  • Platforms like YouTube are seen as a strictly consumer play....

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