Crt/tanaka Video Marketing Case Study


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How to include creative video content that meets marketing goals? This is a case study of how CRT/tanaka, an award-winning PR agency helped Network Solutions with an integrated video campaign that increased sales by 500%, generated significant online buzz and was ranked by Mashable as Top Seven Twitter Marketing Campaigns to Learn From." Pretty cool eh?

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Crt/tanaka Video Marketing Case Study

  1. 1. Picture Perfect: Measure the Power and Influence of Your Video Content Presented by: Priya RameshManaging Director, Social Media CRT/tanaka Oct 2, 2012
  2. 2. Game Plan• What’s the big deal about videos?• Why YouTube should be your best friend?• Measurement best practices• Case studies• Q&A
  3. 3. The Video Consumption Landscape • 43% more Americans watch online video content on an average day now than a year ago (100+ million). • The average viewer watched 239 videos in 2011 (up 37%). • Google Sites, driven primarily by, ranks #1 with 21.9 billion video views. • The average number of minutes per video view rose from 5.0 to 5.8. Source: comScore, 2012 U.S. Digital Future in Focus
  4. 4. Why YouTube is a Marketer’s Best Friend? • Exceeds 800 million unique users per month • Over 4 billion hours of video are watched each month on YouTube • 72 hours of video are uploaded to YouTube every minute • Traffic from mobile devices tripled in 2011 • 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute • 100 million people take a social action on YouTube (likes, shares, comments, etc.) every week Source: 2011 YouTube Press Statistics
  5. 5. 8 Key Metrics for Videos1. Total views2. Unique visitors3. Target impressions4. Average view time5. Engagement rate (comments and shares on Facebook and Twitter)6. Referral traffic7. Brand lift8. Sales impact
  6. 6. Video Measurement ToolsFREE: YouTube InsightsAnyone with a YouTube account can view•Views & Popularity – where your video views are coming from•Discovery – how people discovered your video•Demographics – age and gender of your audience•Audience Attention – which parts of your video are “hot”•Community Engagement – how many times viewers rate,favorite or comment on your videoSUBSCRIPTION-BASED: Visible Measures•Robust•More holistic measure of paid, owned and earned media
  7. 7. Case Study: Go Granny Video Campaign
  8. 8. Campaign Overview • Network Solutions and Go Daddy have long been competitors in the domain registration space. However, their brand images could not be more dissimilar. • Network Solutions is a small business champion intent on offering resources specifically geared to small business owners, including web hosting, e-commerce solutions and web design. • Go Daddy, on the other hand, is well-known for its racy commercials featuring female stars like Danica Patrick and Candice Michelle. • Historically, Go Daddy has generated significant attention with its Super Bowl commercials. For Super Bowl 2011, the team at Network Solutions was not content to stand by. The company wanted to step into the arena and create a counter-campaign to parody Go Daddy ads.
  9. 9. Key Objective Develop and execute a Super Bowl campaign in three weeks that directly spoofs Go Daddy ads, while maintaining Network Solutions’ image as a small business champion for entrepreneurs seeking serious online solutions.
  10. 10. Strategy• Given the popularity of You Tube, CRT/tanaka considered internet video to be the ideal medium for a counter-campaign.• Network Solutions and CRT/tanaka developed a concept around Go Granny, “the original domain girl” and created a series of mockumentary vignettes.• Seeking to generate media interest, Network Solutions enlisted Academy Award winner Cloris Leachman to play Go Granny.
  11. 11. Strategy Continued• To poke fun at Go Daddy without alienating its small business audience, Network Solutions chose Lisa Stone, the respected co-founder of BlogHer, the largest online community for women. Stone starred alongside Leachman’s Go Granny in the video, providing a contrast between GoGranny and a serious entrepreneur who knows what it takes to start and grow a business online.• Stone delivered the brand’s message: Get Serious.
  12. 12. Key Tactics • Twitter Engagement – Go Granny took her sassy personality to drive traffic to the video in Twitter. Followers found @Go_Granny hysterical as she took over Twitter for three one-hour long tweetcapades on the Friday, Saturday and Sunday of the Super Bowl weekend. – During the tweetcapades, @Go_Granny‘s tweets were carefully targeted to win the attention of influencers like @GuyKawasaki and @ScottMonty under the premise she was inviting people to her Super Bowl Party. The team of powerful mommy bloggers at BlogHer participated in the tweetcapades as well, tapping into their extensive networks.
  13. 13. Key Tactics Continued• Media Outreach – During this high-traffic weekend, the media relations team at CRT/tanaka was challenged with positioning Go Granny as a counter- campaign to advertising, social media and entertainment outlets to generate media mentions.• Monitoring – CRT/tanaka used Radian6, IceRocket and Google Blog searches to monitor the campaign. The team compiled detailed reports of all online coverage of the campaign including blogs, online media, video aggregator sites and Twitter.
  14. 14. Go Granny Steals the Superbowl• More than 500% increase in .CO sales• More than 72 million impressions throughout the year• 97% positive sentiment on YouTube• Mashable ranked Go Granny as Top Seven Twitter Marketing Campaigns to Learn From
  15. 15. Go Granny Trending on Twitter (DC)Results continued:Total Impressions: 49,879,767 • Twitter: 19,990,790 • Blogs: 21,190,381 • Video: 8,698,596 • #GoGranny became a trending topic in Washington DC. • Top influencers who tweeted about Go Granny included – Beth Kanter (375,937 followers) – Guy Kawasaki (318,247 followers) – Gina Trapani (123,543) – Brian Solis (84,452 followers)
  16. 16. Media Coverage Blog Title UMVs Examiner 8M LA Times 3.4M NY Mag 2.5M Washington Business Journal 1.5M UPI 990K Media Bistro 490K Business Exchange 420K Richmond Times 360K AdAge 280K Search Engine Land 250K
  17. 17. Additional Resources 2012 U.S. Digital Future in Focus: 2012/2012_US_Digital_Future_in_Focus YouTube Press Statistics: eMarketer: 75d47f881651943c21c5ed4 Video and Inbound Marketing: hubspot-case-studies
  18. 18. Agency Snapshot $11.6 million in fees Five 75 Practice Areas Professionals Corporate/B2B Interactive/Social Media Five Consumer Health Locations Lewis & Neale Richmond (HQ) Washington, D.C New York Los Angeles Norfolk
  19. 19. Awards • Best Agency to Work for in America – Holmes Report • One of Five Best Mid-sized Agencies in Nation – PRWeek • One of the Three Most Admired PR Agencies in U.S. – Holmes Report • #1 Most Creative Agency in America – Inside PR • Creator of one of “The Greatest PR Campaigns Ever” for the launch of Windows’ 95 – PRWeek • “Lifetime Achievement Award” for Liz Claiborne “Love is Not Abuse” – SABRE Awards • Creator of three of the “Top 20 PR Campaigns of the Decade” for Coors, Windows’ 95 and Liz Claiborne – Inside PR • Torch Award for Business Ethics – BBB • More than 325 national and regional awards
  20. 20. National Clients (Partial List)
  21. 21. Thank You! Priya Ramesh Managing Director, Social Media, CRT/tanaka Twitter: @newpr @crttanaka Hashtag: #prmeasure Email: