Celebrities and product placements in YouTube videos posted on Twitter can boost engagement, according to a report on videos from top brands in Q4 2014. The top video was from UPS showing golfer Lee Westwood creating a replica golf putter with a 3D printer, receiving over 1,400 retweets and likes. Videos featuring NBA star Lebron James returning home also performed well. Products featured in videos, like Gillette razors and Nintendo games, increased engagement when posted on Twitter.

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Celebrities and Sexy Products Spark
YouTube Buzz on Twitter
By Bridget Quigg – February 20, 2015
69 0 3 28 0
What do NBA star Lebron James, golfer Lee Westwood, and the video game Zelda have in
common? They’ve all helped spark engagement for brands in YouTube videos on Twitter.
Brands putting time, money, and effort into high-quality
videos to share on Twitter should consider celebrities and
product placements to get fans engaged, according to our
Twitter Benchmarks
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product placements to get fans engaged, according to our
Q4 2014 Twitter Benchmark Report data.
The following the is a round-up of the top 10 YouTube
videos from the Interbrand 100 Top Globals Brands on Twitter by engagement per follower
in Q4 2014.
Celebs All Day
Let’s start off with our top performer, UPS, and their 3D printer outing with British pro golfer
Lee Westwood. Did you know that UPS offers in-store 3D printing? Now, you do.
This video follows the process of creating a replica of Lee Westwood’s putter. Westwood’s
impressed, and so are UPS fans, with 1,420 retweeting, favoriting, or replying to a Tweet of
the video. This video takes both the first and sixth places on our top ten list.
Just behind Westwood and the dazzling putter, we have King James and his return home to
play basketball on a public court in Akron, Ohio. This “first home game” leaves you rooting
for Ohioans everywhere and feeling the heart tug that a hometown hero can bring.
The video takes up the second, third, and fourth slots on our top 10 list, amassing 2,047
Q4 2014
Download
”
See create replica of putter with 3D printer in
:
@TheUPSStore @WestwoodLee #PING
#3Dputting http://t.co/HcCzDvvJ1O pic.twitter.com/Gu9y7NpuPC
— UPS (@UPS) October 1, 2014

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favorites and 1,140 Retweets. Yes, Sprite is featured, but the camera is pointed at James and
his adoring fans to give Sprite’s #obeyyourthirst campaign the win.
Next on our list of “celebrities” is management and technology consulting firm Accenture’s
Chairman and CEO Pierre Nanterme. In their fifth place video, he talks about the Accenture
Hybrid Cloud Solution for Microsoft Azure, getting a good amount of positive sentiment in
the form of 117 Retweets and 614 favorites. Apparently, Accenture knows what its Twitter
audience wants, fresh information served up in an authoritative, but friendly, style by
Nanterme.
Products Made Provocative
As we found in our analysis of winning imagery on both Facebook and Instagram last quarter,
Gillette’s Flexball razor playing piano keys wowed followers, earning Gillette the seventh spot
”
”
. walking to his on Sept 25th. Watch it go down:@kingjames #FirstHomeGame
http://t.co/41DAup1ZDs #ObeyYourThirst pic.twitter.com/pfO3aL1uBm
— Sprite (@Sprite) October 28, 2014
When do you transition to an enterprise-grade cloud platform to enable new
capabilities, economics & innovation? http://t.co/n0YFHlZD0y
— Accenture (@Accenture) December 12, 2014

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on our list.
Meanwhile, Nintendo fans – devoted, adoring, and enthusiastic – loved a more than 30-
minute update on The Legend of Zelda: Majora’s Mask 3D, and other Nintendo news. The
video came in eighth place, with 1,925 total engagements and replies filled with positivity,
including “TAKE MY WALLET, TAKE IT NOW. MUAH I KISS IWATA!!!!” Iwata is Nintendo’s
reigning CEO and his team’s work on a 3D version of Majora’s Mask has everyone excited.
The last two high-engagement-per-follower videos on our list come from SAP and Cartier.
SAP’s video about “A New Way to Run Your Business” enjoyed a modest total of 213
engagements but that counted for enough of their 144,000 followers to make our list.
”
”
Composer Son Lux shows a new way to move with our Fusion ProGlide w/
Tech. …
#Flexball
https://t.co/cSQhzbdvKY
— Gillette (@Gillette) October 14, 2014
3D! New details on upcoming & games! Check out the latest
awesome Nintendo Direct here:
#MajorasMask #WiiU #3DS
http://t.co/1DBKEb9kk4
— Nintendo of America (@NintendoAmerica) November 5, 2014
Complexity is bad. Simple is good. But what's the value of Simple? SAP has the answer.
#runsimple http://t.co/QNsxNHF7pf

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And, last on the list, jewelry and watch maker Cartier shared a charming video of playful
panthers knocking Cartier gift boxes down from the clouds above Paris to land under the
Christmas trees of unsuspecting inhabitants. Cheerful holiday music plays and the
Cartier maintains its image as an international, sophisticated, luxury brand. The video earned
them 221 engagements in Q2.
Your Experience
Have you posted many YouTube videos on Twitter? Which tactics or content worked best
for you? Leave a comment and let us know if celebrities or product placements brought you
similar or different results.
”
”
Get everything you need to analyze the metrics that matter
Twitter Benchmark
— SAP (@SAP) October 20, 2014
Get swept away in a festive world above the clouds. Watch the new Cartier
film
#WinterTale
https://t.co/NulclmmPhx
— Cartier (@Cartier) November 17, 2014

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Bridget Quigg
Hello, fellow Marketeers. My job at Simply Measured is to tell Kevin and Lucy how
awesome they are at running the blog. Because, they are.
Twitter Benchmark
Report | Q4 2014
Download

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