2. History
• 2004: Beginning of video media
• 2005: First video is uploaded to YouTube
o Apple Releases first video iPod
• 2006: Google buys YouTube $1.65 billion
• 2007: Upstream & Livestream videos debut
• Fast Forward to 2012:
o More than 184 million U.S. internet users watch 36.9 billion online content videos in
2012
o Half of U.S. internet users have watched product videos
o Internet video is now 40% of online traffic, reach 62% by 2015
o Videos shared 1,200% more than plain text
3. Sociocultural Factors
• Mobile
• Impulse Buying
o Geofencing
• Visual Stimuli
o Drive Engagement
o Increase Shareability
o Info Stands out
o Visuals Processed Quickly
o Create Reactions
4. Case Study: Old Spice
• Current Campaign: “Mom Song”
o Popular Campaign: Manhood
• YouTube: Old Spice “Captain Quarters” Channel
o 406,000 Subscribers
o 252,000,000+ Video Views
• Vine: Joined March 13, 2013
o 15 posts
o 12,000+ followers
• Instagram:
o 159 posts
o 21,000+ followers
• Facebook
o 2,000,000+ likes
5. Old Spice: How to Build On Success
• Partner with corporations
o Twitter: Twitter Amplify
• Consumers encouraged to post personal videos to Vine and Instagram pages
o Engage with consumer
o Develop stronger relationship
6. Case Study: Oreo
• “Daily Twist”: Social Media campaign created buzz for 100th birthday
• YouTube: Oreo Cookie Channel
o 44,488 Subscribers
o 34,701,294 Video Views
• Vine: Joined April 4, 2013
o 42 posts
o 15,750 followers
• Instagram:
o 368 posts
o 142,000 followers
• Facebook
o 35,894,719 likes
7. Oreo: How to build on success
• Encourage Viners and Instagrammers to post personal Oreo videos
• Create conversation with consumers
o Have voting poll on next video
• Hold Contest Video Contest
o Users generated videos
o Winner is posted
8. Applicable in Other Industries
• Oreo:
o Retail industries: Kohl’s, Target
o Create videos on how to use products
• Old Spice:
o Razor industry should mimic Old Spice viral videos: Gillette, Schick, Dollar
Shave Club
o Create emotion: Shock, Humor, Awe
9. It’s here for good
- Videos make the most impact on
consumers
- Shorter videos are more likely to be
viewed and reposted
- Will be prevalent in manufacturing, real
estate, and technology industries
- Smartphone growth playing a major
factor
10. How to be Successful
• Twitter Amplify
• Digital Billboards with Vine Videos
• Have one brand voice/message across
multiple media outlets
o Brand Recall
