Ford Models has successfully utilized YouTube through a multi-pronged strategy: they publish multi-lingual and internationally appealing content to broaden their audience; they offer a wide range of practical and informative video types; and they have demonstrated patience and a long-term commitment in constantly uploading new content over many years to refine their approach and build up a large archive of searchable videos. This steady, long-term effort has helped them grow a large subscriber base.

1. present

2. one hour of video is uploaded to YouTube every second.
YouTube traffic from outside US
Localized
over
4 billion videos are viewed a day

3. Years of YouTube video are watched every day on Facebook
YouTube videos are shared on Twitter
each minute
An auto-shared
100 Million
results in 6 new youtube.com sessions
(Likes,Shares,comments)
on average, and we see more than 500
Every week tweets per minute containing a
YouTube link

6. Stands out in their category because they publish
content about subject matter that is relevant to their
brand without being over-the-top in promoting the
specific products that they sell
Establishes Home Depot as a trusted
expert resource for Home repairs and
renovation projects
Humanizes a faceless corporation:
Home Depot has a long history of
featuring employees in its advertising
campaigns: The tutorials online are
hosted by the same straight-talking,
orange-apron-wearing folks who work
in their stores.
Promotes the products and tools that they sell by using
“product placement” instead of outright commercial-style
pitches.

7. +
Practical
knowledge Saving Tips
Key point of distinction between The Home Depot and other players -Not over-
designed their YouTube page
production values of the videos are not slick and overdone–they feel native to the
Internet instead of “made for TV.
Demonstrate Display your culture Direct

8. Nike
• Nike has produced a successful YouTube
strategy with its “Show Your 5” 12 campaign
• Recorded 20 professional clips
• Gave regular submitters to YouTube the
opportunity to upload their own clips.
• Entire campaign ended up with about 1,000
clips.

9. Ford Models
• 1. Publishing multi-lingual content: Broadens their potential audience to
include an international contingent. Also, by widening their appeal, they
are working the system and increasing their chances of appearing on the
lists of “Most Viewed” Channels on YouTube.
• 2. Offering a wide range of practical infotainment: From vlogs of models
traveling to exotic locations, to tips from pro stylists, to behind the scenes
videos of photo shoots and fashion shows, the content on the Ford Models
YouTube page provide valuable information to their target audience.
• 3. Patience is a virtue: Since 2006, Ford Models has uploaded over 554
videos. With so many videos produced, Ford Models has learned what
works for their brand and what doesn’t. By constantly producing and
uploading videos, they have learned to tailor their messaging and have also
created a large archive of searchable content that continues to accumulate
view
• The smart tactics employed by Ford Models have led to the slow and
steady growth of their large subscriber base but they have invested a
significant amount of effort to get to this point