2. What are we going to see?
25 P&G Brand’s presence on Youtube
Some channels are global, some local
Some channels are always-on channels , some
are one – off’s only created for a promo or
contest
For some brands you don’t find any channel (as
Ace or Dawn)
And … those channels are really different one
from the others as most of them are using their
brand equity
5. The
Participation Advocate/buy
Advocate: ( ratings and
reviews, blogging) and
buy the product
pyramid Co-create create new pieces of content
taking on some of the brand content. Ex:
Neutral Customer reviews posted on the
channel
Create/Co-Create
Share interacting or
gaming with brand
content
Play/Interact
Share (share and
comment on brand
Share/Comment content or when the
brand encourages
participation via charity)
Opt-in actively
search for brand
content, Tutorial
and ad library
Opt-in/Click/Like
11. Duracell Direct
(UK)
http://www.youtube.com/user/DuracellDire
ct?ob=5
Duracell Official Pointers
(global)
http://www.youtube.com/user/DuracellDire
ct?ob=5
Pointers to :
Website
Twitter
Facebook
(Reciprocity on the other digital)
Duracell
Official(UK)
http://www.youtube.com/user/OfficialDura
cellUK?ob=5
Pointers to :
Website
Twitter
Facebook
(Reciprocity on the other digital)
We have tried to rank the brand weanalysedfollowing the Channel views ( each time somebodyentersyourchannel) the total uploadviews ( everytime one videouploacecAs wecansee, Old Spiceis the big champion in all the categories . Wecanseethat 7 to 9 brands are the same in the top ten in all categories . What are the differencebetween all the categories ?
There is 5 levels in thispyramid :1st one isOpt-in actively search for brand content that would be translated for youtube as Tutorial and TVC’s library 2nd one Shareis actually the small step after just opt –in which is when customers are liking or commenting or brands videos Then we have Play/ interact which is interacting / gaming with brand content . In you tube could be video contest launched where the customer have to vote for the best one by example Co-create is the next level . It’s when the customers are create new piece of content with already existing content . In the you tube context , you can find customer review rebroacasted by the brand, or TVC spoofs etcThe last level is Advocate . That’s where the brand is encouraging favorable reviews of their product via the channel or encourages good ratings So nowwe are gonnaseewhich brand is in whichbucket and for eachbucketwewillseewhatweconsirededbeing the best examples.
Asopt-in levelis the basis level of participation , wewillfind all the brands in this part as they all propose eithertutorials or tvclibraries or both .Here are two brands which are doingitperfectly
Asyoucansee Braun channelisreallybranded . You direcltyseewhereyou are . You candirectlyfindprevioustvc’s and tutorials on the channelYou don’t have the possibility to interactwith the brand or directlybuyproducts but the upper banner islinked to braunproductswebsite .It’sdone by categories and you have the possibility to buyproduct on the website
Wella channelisreallyeasy to find on youtubeYou canfindtutorialsadverts and expert advices to use the best Wella Pro seriesproductsInteresting point isthatyoucanchooseyour country on the top of the page . Once country picked , you land to your country YT page with a big pointer to the local fb page !!!!
At a first sightdownychannelcouldonlyseem as a vitrine for the brand with new initiatives , commercials and tutorialsBut the high rating number of views and subscriber made us want to look a bit further . Wethensupposedthatit has been brought by the «Mike on the window promo». Comedian Mike Birbiglia is putting the freshness of Ultra Downy April Fresh to the test by living and sleeping for a week behind a Macy’s store window in New York City. We used the event to pitch Downy as the latest sleep aidthatnamedhimself the worst . Footagewas put live on Facebook and the highlightswereposted on Youtubedriving high view count. Customerswere able to ask questions to mikedirectly on Facebook and try to getfilmed and seethemsleves on youtubehighlightsIt looks likeeven if the video has been removedfrom the channel the videoisstillcounted.
Nowthatwe have seen the 1 st levelwe are going to the upperlevelwhichissharewhere the brand isencouragingcustomer to like / comment / or sharetheirexperienceswith the brand iecharityit ‘s the first digital bond between the brand and the customer
We havefoundseveral brand channels for DuracellDuracell Direct = oldSelling site promotingDuracell Direct Duracell official global and UK : Main content tvc and initiative drivenFocusing to US channel high promotion to the Power thosewhoprotectyou program . For eachduracell pack boughtbattery donation is made to them ( linkwith the charity. With the remix of «forgetyou» thatbecame «thankyou» of Cee-lo . The encouragmentis made directly on youtube and the comments to this initiative are pretty positive . Customer are sharing theybought the batteries for the specialpromoti
Nowwe aregoing to playlevel. The biggestplayfonctionnalityused by the brands for playis more eithervideocontestswitheither the brand asking the costumer to createtheirownspoof or the brand asking people to vote on brand content
Veryinteresting to seethat for Gucci despitetechnicaldifferencestheiryoutube and facebook pages are almost the same. It really high branded and invitingwith a bigspolight on the new Guiltyvideodirected by Franck miller and featuringRachel Evan Wood and Chris Evans withbehind the scene and making of content.Here the game ( getcloser )isclearlylink to facebook as you have to tag (ignite) one of yourfriend to show them «how hot they are» and by providing digital extras as screensavers…
Official Old Spice Channel was full of onlytvc ( but including Old spiceresponsesadverts ) . To rebound on the man youcansmelllikesuccess a «challenger» to the Isaiah has been brought ( Fabio from the Harlequin books ) . Theyarguedagainsteachother via FB and youtube and the consumerswereasked to vote ( Isaiah won btw)
Lenor Romania :contectWe went into the area of Fashion as mentioned and created 5 online videos with a plot: 2 ladies, opposite characters as we have 2 different scents (the Misterieuse and the Intriguante). We build their full personality and surrounding decorum: different apartments, different attitudes, different gestures vs the man in her lifeTo make it more digitally relevant we have for each video and ending (note, the man and her interactions with him are kept for the ending to drive some mistery which was the communication umbrella character of our new scents). How does it fit digital? Give power to the people: she sees the video, clicks on her favorite character, answers a basic question from the video and therefore sees the ending of the video from the perspective of the character she prefers. She can also then chose to see the other ending or share the video and enter the competitionObjective: we needed as a communication objective to establish variants distinctivity so we use what works (online contest: enter for a chance to win a designer’s dress) but created a video with a plot so she goes and lives the whole Lenor brand sensorial experience through the videosTo make the whole story round, the total 5 videos act out as a full picture: basically there are 2 parallel romance stories that come together in the end when the characters meet there loved oneThe contest is simple: just a raffle as the key objective is to make people involved in the category and exposed to the differentiation messageAlso if you buy the product itself you double your chances to win in the raffle (this was a simple add on since e-commerce is still work in progress in Romania)No pointers for facebook and vice versa . Looks more likestorage place
From April 2 through April 18, 2010, Pantene received 140 one-minute videos of hopefuls telling the brand why they should be the World's First Reality Hair Star. America voted on their favorite videos, and Pantene evaluated the submissions to narrow it down to 12 semi-finalists on April 26. On May 12, the semi-finalists were flown to New York City for an in-person test shoot that included a consultation with Pantene celebrity stylist Danilo, a makeup and wardrobe styling session, an interview with Grey advertising executives and an audition on camera.The World’s First Reality Hair Star has staredin the Live Pantene Reality Ad airing in May 2010. The winner will also receive a two-day, one-night Rock Star Experience trip for two to a city of winner’s choice
Verybranded one-off page created for the tip top contestSIMPLE CONTEST MECHANISM:Girls post short clips showing how they perform Everything Tip Top song.They ask their friends to vote for them (-> Facebook, WOM, etc.).Everyone votes for the best song!So content iscreatedwith the brand .
Advocate: ( ratings and reviews, blogging) and buy the productInYoutube that can be translated by posting neutral customer reviews on the channel or relay FB or twitter comments directly on the channel
Highbranded page consisting on tvclibrary and tutorial by make up artists . But ( and thatiswhereadvocacy lies) customerreviews for expotvwebsite are posted on the channeltooMeaning the brand is confident enough in the quality of itsproducts
Highlybranded page too for Gillette. On the advocacyside the have a full place on the youtube page where people are able to post direct comments to reviewproduct + facebookcomments are directlyintegrated.To do thiseverycustomerthatappliedreceived a progliderazor and wasinvited to post theirreview on youtube, twitter or FacebookHereagainthat shows the high confidence that the brand has regardingitsproducts .You canalsofind a Youtubeplugin on FB page No youtube pointers on Facebook page but opposite valid
