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Airbag spot     a short story of Peugeot Polska viral videoPaweł Stempniak | Stempniak.com | questions? stempniak.pawel@gm...
So you have a good     content with viral     potential.     Of course, you never know if it will become     viral, until ...
You put it on the     interwebs and...     ... wait until it spreads itself?Paweł Stempniak | Stempniak.com | questions? s...
You put it on the     interwebs and...     ... wait until it spreads itself?                                              ...
Peugeot Poland had a great piece of   content. It was a short spot for   social campaign:                   You can find i...
So what did we do?  26 Feb, 10:40  Video is uploaded on PP fanpge  you can find it here:  http://on.fb.me/ZBUnot          ...
So what did we do?  26 Feb, 10:40  Video is uploaded on PP fanpge                                          21,400 Facebook...
Slow organic proliferation    26 Feb, 15:00    Reaction counter:    about 30 shares    less than 10 comments    about 20 l...
Influential person leverage   Than we emailed ONE influential   marketing blogger - Natalia   Hatalska.   Just to let her ...
Influential person leverage   Soon, many Facebook users   influenced by Natalia started to   share the story.   The number...
Influential person leverage   But is was only the beginning.   Since she has many influential                             ...
Paid media   We also helped our viral video with some   paid media support.   We spent 50$ for sponsored story with our   ...
Results   The post reached 231.000 users with:   893 likes   60 comments and   605 sharesPaweł Stempniak | Stempniak.com |...
Results   The post second best (interactivity index) in February 2013 in automotive   category according to Sotrender.com ...
Conclusion   Having great piece of content and publishing it in your own media (fanpage)   is not enough.   What you need ...
Thank You!   Paweł Stempniak   Digital Strategist   stempniak.pawel@gmail.com   ABOUT ME   Digital Strategist and Social M...
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How video goes viral on Facebook - Peugeot case study

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Peugeot Poland had a great piece of content. We published it on YouTube and on Facebook Page. But this was not enough for the video to go viral. So what did we do? See the slides to find out.

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How video goes viral on Facebook - Peugeot case study

  1. 1. Airbag spot a short story of Peugeot Polska viral videoPaweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com
  2. 2. So you have a good content with viral potential. Of course, you never know if it will become viral, until it is viral.Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com
  3. 3. You put it on the interwebs and... ... wait until it spreads itself?Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com
  4. 4. You put it on the interwebs and... ... wait until it spreads itself? No!Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com
  5. 5. Peugeot Poland had a great piece of content. It was a short spot for social campaign: You can find it here: http://bit.ly/13VIUabPaweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com
  6. 6. So what did we do? 26 Feb, 10:40 Video is uploaded on PP fanpge you can find it here: http://on.fb.me/ZBUnot 21,400 Facebook Page with engaged community (ca. 4000 Talking About This).Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com
  7. 7. So what did we do? 26 Feb, 10:40 Video is uploaded on PP fanpge 21,400 Facebook Page with engaged community (ca. 4000 Talking About This). Was it enough?Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com
  8. 8. Slow organic proliferation 26 Feb, 15:00 Reaction counter: about 30 shares less than 10 comments about 20 likes Still not a viral video after 3 hours after publishing.Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com
  9. 9. Influential person leverage Than we emailed ONE influential marketing blogger - Natalia Hatalska. Just to let her know about the video (with link to the post on the fanpage). No asking for sharing. She DID share it on her fanpage. Just because she found it worth sharing. THAT WAS THE TEST OF A VIRAL VIDEO!Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com
  10. 10. Influential person leverage Soon, many Facebook users influenced by Natalia started to share the story. The number of shares from her fanpage quickly grew to 50.Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com
  11. 11. Influential person leverage But is was only the beginning. Since she has many influential Artur Kurasiński bloggers as friends, they started to Influential Tech/Marketing share it on their profiles and pages. blogger Paweł Tkaczyk Influential Branding/Marketing blogger Paweł Nowak/MyApple.pl Publisher of MyApple.plPaweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com
  12. 12. Paid media We also helped our viral video with some paid media support. We spent 50$ for sponsored story with our video. The results were stunning. Over 6000 people interacted with our video. 5666 watched the video. So the cost of reaching engaged user was less that 0,01$ (exactly = 0,0079$)Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com
  13. 13. Results The post reached 231.000 users with: 893 likes 60 comments and 605 sharesPaweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com
  14. 14. Results The post second best (interactivity index) in February 2013 in automotive category according to Sotrender.com Full raport here: http://www.sotrender.com/pl/fanpage-trends-category/201302/samochodyPaweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com
  15. 15. Conclusion Having great piece of content and publishing it in your own media (fanpage) is not enough. What you need is: Earned Media Paid Media +Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com
  16. 16. Thank You! Paweł Stempniak Digital Strategist stempniak.pawel@gmail.com ABOUT ME Digital Strategist and Social Media practitioner. Owner of independent digital communication consultancy after 7 years of experience of working in digital, PR and fullservice agencies (MSL, Euro RSCG). Working with Peugeot Poland Marketing team on their Social Media/Digital activities.Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

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