Youtube marketing examples

Youtube marketing examples
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I. Video marketing content for you!
From a towel-wearing man dispensing advice on YouTube, to a snobby
mustard refusing Facebook fans, it's pretty amazing to think about all the
incredible viral marketing that has come out in the past half decade. I
thought it would be fun to take a trip down memory lane and review a
handful of the best examples over the past 5 years.
2009
Ashton Kutcher Reaches 1 Million Twitter Followers
The social Roger Bannister of his day, Ashton Kutcher proved his tech
savvy by becoming the first person ever to break the 1 million follower
barrier.
This was a key moment in social media history. It helped legitimize a
growing social network and showed just how much popularity and
influence Twitter could have. Unfortunately, it also contributed to the
Video marketing. Free pdf download examples Page 1

practice of gaining as many fans and followers as possible without
considering if they were the right fans and followers first.
Mad Men Yourself
To help create buzz around the third season of Mad Men, AMC
launched Mad Men Yourself, an avatar creator that allowed you to make
a stylized '60s version of yourself. The site received half a million
visitors in the first week and the Season 3 premiere saw record
ratings. Perhaps the most impressive part about this campaign is it's still
going strong five years later, receiving updates with every new season.
Paranormal Activity
Five years later and I'm still amazed that a small independent movie with
a $15,000 production budget was able to become one of the most
profitable movies of all time. Its success was due in no small part to a
fantastic viral marketing campaign.
The movie was initially released to a small number of cities; however,
after the goose-bump inducing trailer, a call to action appeared
prompting fans to "demand" the movie play in their city.

Through a partnership with Eventful, Paramount created a petition
system. If a city reached a certain number of people demanding the
movie, it would play in that city.
If there's anything that piques people's interest, it's not having access to
something.
Volkswagen: The Fun Theory
In Volkswagen's The Fun Theory, the brand used a series of
experiments to find out if you could make people healthier, more
environmentally conscious, safer, etc., if you made a mundane activity
more fun. In addition to piano stairs and the world's deepest trashcan,
the brand invited creative people to come up with their ways of making
boring things fun.
It's difficult to tell how a campaign like this can specifically affect sales,
especially when the branding was so subtle – almost as if it was an
afterthought. However, it did create a nice parallel between the brand
and the idea that innovation can make people happier and their lives
more enjoyable.

Also, whether intentional or not, it was a fantastic case study that proved
how easily you can positively affect human behavior by taking an
everyday activity and making it more fun.
2010
Ben Folds: Ode to Merton the Chatroulette Pianist
Although it seems like the Chatroulette fad was eons ago, it's really only
been three years since the video chat site exploded in popularity. During
this time, the improvising piano player known as
Merton created the highest rated video on YouTube by singing to
whoever popped up in his chat window.
Many viewers commented that he looked a lot like the singer/songwriter
Ben Folds. In an ode to the original, Folds performed an improvised
Chatroulette performance in front of a live audience at one of his shows,
becoming a viral success in and of itself.
(Warning: NSFW Language)
The example demonstrated that celebrities and brands could piggyback
on Internet trends to achieve their own success.
KLM Surprise
In a fantastic example of a surprise-and-delight style campaign, Royal
Dutch Airlines used Foursquare checkins and Twitter to identify
passengers waiting for their flights. Then KLM
representatives stalkedscanned the passengers' profiles to find out more
about them and presented them with thoughtful gifts.
The act itself would have been fine, but having a camera crew around
with them while they did it was a crucial piece of the promotion. This
example shows that not only do you have to use effective marketing to
appeal to your consumer, you also have to market your marketing.

Old Spice Man Responses
Riding the wave of success from Isaiah Mustafa's brilliant portrayal of
The Man Your Man Could Smell Like, Old Spice brought the character
to the social world with Old Spice Man Responses. The brand
uploaded 185 videos to YouTube over the course of two days,
responding to comments on various social networks with the same
quirky wit featured in the commercials.
I could go on about the millions of impressions and views, but the real
legacy of this example is that it will go down as one of the most
memorable social media-related campaigns ever.
2011
Internship.com and Charlie Sheen
Back when Charlie Sheen had one of the most entertaining meltdowns of
all time, the folks at Internships.com pounced. The man himself invited
pretty much everyone in the world to be his social media intern when he
tweeted out this message:
How successful was the endorsement? The website saw 74,000
applicants in the first 48 hours following Sheen's first tweet and over
1 million unique visitors during the length of the campaign. So... pretty
successful.
Take This Lollipop
At some point in your life you've probably heard the wise advice to
"never take candy from a stranger." This microsite asks you... no, dares
you to do just that. Using Facebook Connect, Take This
Lollipop accesses your friends list, photos, address and any other
relevant information it can find to scare you.
The app then makes a video of a frightening looking man in a dark, dank
basement stalking you on his computer. What's interesting about this
campaign is that instead of appealing to an emotion like humor or

nostalgia, it used fear as a motivator, which, as it turns out, is quite
powerful.
2012
Dollar Shave Club
Addressing a common pet peeve with humor is always an effective way
to connect with your audience. As a man, buying razors is an annoying
process. Dollar Shave Club sought to remedy that with a razor
subscription service. But it wasn't the service itself that made it a
popular water cooler topic, it was the waythe service was marketed.
In a hilarious, near-stream-of-consciousness-style monologue, founder
Michael Dublin extolled the virtues of Dollar Shave Club and it was an
instant hit. DSC is a private company and hasn't released any revenue
numbers, but it does have over 200,000 customers due in no small part
to this brilliant video.
This video also shows that you can use profanity in your marketing,
provided you have the right audience.
Dumb Ways to Die
Marketing something... I'll just go ahead and say it, boring, like public
transportation safety, can be very challenging. Reminiscent of The Itchy
& Scratchy Show from The Simpsons, this public service announcement
campaign by Metro Trains in Melbourne, Australia became a viral
sensation.
Why was it so successful? Well, it's cute, catchy, and violent – three
factors that always get people's attention.
Honda Pintermission
Pinterest is a great platform to find new crafts, exercise routines, life
hacks, and general inspiration to do something really fun and different

with your life. Unfortunately, some people spend so much time on
Pinterest, they never realize any of their pinned aspirations.
Honda set out to change that by offering Pinterest users $500 to pursue
their goals. This campaign stood out to me because in addition to being a
great piece of marketing, it also produced a fantastic content series. And
in a place like the Internet, where good content is king, adding that
aspect to any marketing is a big win.

Tipp Ex: Hunter and Bear's 2012 Birthday Party
Back in 2010, Tipp-Ex, a European whiteout manufacturer, launched a
choose-your-own-adventure YouTube channel involving a hunter and a
bear. By typing in a command, you could instruct how the hunter should

handle the situation. It was a viral success, and two years later, they
made another one.
2013
Dove Real Beauty Sketches
What may go down as the viral campaign of 2013, Dove once again
challenged our perceptions of beauty. With Dove Real Beauty Sketches,
the brand invited a group of women to sit down with a sketch artist and
describe themselves to him. The brand then asked strangers to describe
the same women. The artist then showed the pictures side by side
showing the negative perception many women have about their own
looks.
The brand wasn't pushing a specific product. It was making a statement
and a powerful one at that. What I most love about this campaign is that
it shows if you make a fantastic piece of content, people will do the viral
marketing for you. If there's one thing you can take away from reading
this blog post, please let it be that.
Grey Poupon Society of Good Taste
Since Pages have existed, brands have been trying to acquire as many
fans as possible. However, Grey Poupon decided to go against that
practice and actually reject people who weren't "sophisticated"
enough. The Society of Good Taste used Facebook Connect to access a
rather large amount of data from your profile to decide if you "cut the
mustard."

If your grammar was too poor, photos too scandalous, or friends too
unseemly, you might not make the cut. This alternative approach proved
to be extremely successful to the tune of 100 million impressions and
fan increase of 3000%.
Final Thoughts: A Pet Peeve
In closing, I would just like to address a big pet peeve of mine. Don't
start off brainstorming by saying, "let's create a viral campaign" or "let's
make a viral video." That's like an NFL team saying let's have a
championship season. I appreciate your optimism, but you're not a
champion unless you're raising the Super Bowl trophy above your head.
The same story goes for marketing. A campaign isn't viral until afterit's
hugely successful and everyone is talking about it.
This is only a small sample of viral marketing executed over the past
five years. What are some of your favorites in recent memory?
II. Video marketing tips
#1: Make your title count
Just like a headline to a blog post,
video titles can pull powerful
traffic. There are two main reasons
why the title is so important. One,
a great title can instantly grab a
viewer’s attention.
Two, when you use the appropriate keywords in your title, you are more
likely to show up on search engines when people are searching for your
topic. And remember Google owns YouTube, so there’s a story
connection between video and searching.
#2: Provide excellent content

Take some time to think about your ideal viewer. What do you know
that they’ll find valuable? What can you teach them? “How-to” videos
are extremely successful because not only do they offer great value to
your viewer, but also you’re able to showcase your knowledge and skill,
thus positioning yourself as an expert. This is key as you continue to
grow your brand.
#3: Include your URL in your video
When you edit your video, take advantage of the different editing
features. One easy feature is to add a text box to your video. This is
where you can display your website address and it’s a great way to get
exposure.
Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she
used a text box in her video to display key information, including her
website URL at the end of her video. Smart move!
#4: Take advantage of video’s branding opportunities
For branding purposes, have your company logo displayed prominently
somewhere on the screen. You can do this at all times, or during key
times in your video.
In the image below, notice how the company logo is displayed in the
upper-left corner. You can display your logo throughout your video or
only at key times.
#5: Always provide an HTML link

When you post on YouTube, you have the option to write a short
description of your video. Always start with the link you want to drive
your viewers to so you don’t miss this key opportunity.
Here’s a snapshot of the description boxes from one of my YouTube
videos. Notice the placement of my website URL (it’s the first thing
you want to put in the box!) and the keywords I used in my title as well
as the description.
#6: Go beyond YouTube
Most people post their videos on YouTube. In addition to this, make
sure to always embed your video on your own website. This will
increase the amount of time people spend on your website and help grow
a captive audience.
Also, Google’s algorithms consider how many times a video is viewed,
and embedded video views you receive get added to the ‘views’ tally on
YouTube. This is important for showing up in Google search results!

Youtube marketing examples

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