Using Virals to find new Customers?

The Trends

Megatrends...
From ads to content From consumers to users
From broadcasting to narrowcasting
•

From few broadcasters to
thousands of publishers

Online Video Advertising Landscape
Source: Nielsen -The Global Online Media Landscape, April 2009 Source: Universal Mccann, Wave 3 study, March 2008
Video advertising impact of the Internet can lift both Video Consumption is the most popular online content
brand and message recall significantly. activity. Consumers take an active part in sharing and
endorsing good content

Online Video Consumption
Global Consumption of Online Video is Exploding Maturing Markets grow in Engagement:
* Source: Nielsen -The Global Online Media Landscape, April 2009
US Online Video Consumption
2000 2003 2006 2009
*Source: Nielsen Online, page 1-8. The Global Online Media Landscape, April 2009

How do we work with brand content

The Process
CONTENT ACTIVATION ATTENTION
CREATE TEST PLAN DISTRIBUTE EVALUATE OPTIMIZE
CONTENT SCREENING NETWORK & PLACEMENTS TRACKING

What is a Good Campaign?
Brand Content should deliver an interactive, engaging and measurable brand experience
Format Video Applications Game
Content Sticky Relevant Entertaining
Reach Number of Views Number of Actions Number of Plays
Engagement Share Comment Conversation

Exercise

Video

Video
Content Cliché Concept, Good, sticky, fun Good, entertaining,
commercial relevant
Reach 2 million views (300%) 8000 views 20 million+ views
Engageme Good, lots of sharing, Low Perfect Viral, High
nt comments Social engagement,
lots of sharing, product
talk etc
Today 2500 Views Per Day 5 Views Per Day 5,000 Views Per Day

The results of a successful Campaign

An Award winner
Quiksilvers Surfing with Dynamite has been heralded as one of the most successful viral
campaigns ever:
• 20 million video views and 95% of surf site audiences reached
GoViral and Quiksilver won the Advertising Effectiveness Award due to the exceptional results
• For every £1 spent Quicksilver returned:
• £390 in additional sales revenue
• 95% of all surf websites worldwide posted the video within four days of it’s release.
• 20 million people have seen Dynamite Surfing online.

Summary

Conclusion
Use video
Create good content
Invest in distribution
Combine seeding and push
Optimize and evaluate