Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence.
Key points
1) Viral marketing is a word-of-mouth marketing but in digitally
2) Effortless to transfer to others people
3) Scales easily from small to very large
Showing posts with label Video Marketing. Show all posts
Showing posts with label Video Marketing. Show all posts
Please click the photo below, enter your birthday and watch the funny video on YouTube by Heineken.
Is it so funny? This is a new Heineken's video ad! (Taiwan special version)Heineken has been making waves in the ad world. This time, Heineken have a private page on YouTube and they made this funny "flash" video on YouTube. This ad has quickly racked up 3 million views (including the original one) due to a clever campaign with additional content on Facebook and YouTube.
“The video focuses on the man’s interactions with all the guests, which are all pretty epic. We see him give an eye back to a rather salty looking sailor, get in a mock duel with a gunslinger, and even shoot some hoops. My favorite had to be the mock karate battle, which had some pretty slick moves to get possession of the Heineken bottle. In the end, our star joins the band on stage, adding in some jazz (yaz) flute, and getting the party really started.” January 14, 2011 | Author Social Trooper
I’m Here is a creative collaboration between Spike Jonze and ABSOLUT VODKA, acknowledging the brand’s position as a pioneering and culture-shaping brand. Now, I’m Here, is globally released on www.imheremovie.com.
I'm Here is a love story about two robots living in Los Angeles. The sad-eyed robot librarian Sheldon leads a lonely and methodical life, until he one day meets Francesca, a creative and free-spirited female robot. Robot romance develops and the story is just as beautiful as it is unpredictable.
On www.imheremovie.com, everyday has 5,000 viewers sign in and enjoy the movic. Although the ABSOLUT's product don't appear in the movic, people see its brand name. Also, it get lots of media coverage and linkage to its company website. Therefore, it is a successful integration between PR event, video and online marketing.
Viral video marketing campaign is so common now, especially for targeting young customer. Most company uses this method which wants to achieve the brand, product or service awareness.
But how to achieve and how is a success viral video marketing campaign? Let start form some explanation
Viral marketing means spread a message of products or services which let customer has awareness, just like using word-of-mouth which is a common method. And now can use a social media tool – Facebook to share.
Video marketing means use a video to speak out a product or services though different channels which most use the youtube. If the heading of video is related to SEO wording which can enhance the video be seen when people searching.
An a viral video marketing campaign simple expansion is using a video which the content is about product or service then spread or share in a short time different online platform, such as facebook..etc.
The important elements of a success viral marketing campaign with video are creative and can make the buzz which word-of-mouth marketing. If have a good or bad buzz that the campaign for awareness is success. And how to handle if occur bad buzz that need related to the marketer or PR response. Then use Facebook to share video to friends or fans which can increase the speed of spread, such as my previous post, Budweiser. However, the production cost of video may be higher.
Finally, in my own view of this assignment for viral video marketing that has a very important element should be included that is Creative. A creative video which make audience have a smile or surprise, most related to lifestyle and a easy remember slogan will be enhance the success.
For example:
Kee Wah Bakery is a Hong Kong Traditional Chinese Bakery Brand. And have a Slogan “Hong Kong have own Souvenirs” for their ad which is creative. If the marketing of Kee Wah posting their TV ad in youtube (already posted but lower rate of view and in Chinese version) with english version and send e-mail or or using facebook spread out to foreign customer.
Also using the keyword of “Hong Kong gifts” or “Hong Kong souvenir” for the heading of video in youtube and invitie to subscribe. Then may increase the sales of their products.
Before making your video for marketing, there are few things you should do.
1. Defining Your Target Audience – Your target should be defined and well-known, because there is nothing worse than blind marketing. Nowadays, billions of video uploaded to the Internet everyday. Therefore, you should fit to your audience need and interest in order to get there attention.
2. Defining Your Message – What are you trying to tell your viewers? Your brand, new product or etc. Find it out and ensure that you are giving your viewers EXACTLY what they want.
3. Being Unique And Authentic – The more unique you can be the more you will get noticed and form buzz. So that you can get a viral (seen millions of times) effect. It will be a new and memorable experience for your viewers if you can do something that makes you stand out. Try to focus on your most effective traits and characteristics and incorporate them into your videos.
Because Youtube is the largest video sharing website now. It has the most traffic and the highest amount of users in it. It is a definitive place for getting your video for the public though this tool.
And why video marketing on Youtube better than traditional TV channel ?
Video marketing on Youtube works better than TV channel because it is cost free. And most people spend time on internet more than sitting in front of TV now.
The important point is quick response, have feedback of the content of video or promoting service or product. Then the marketer can modify the content of video in a short time.
What the tips of company when using Youtube for video marketing?
- Keep the company profile in Youtube account real and updated
- Invite and add your business partner or potential customer to subscribe
- share video with e-mail
- using Social Media platform to enhance the share speed : twitter, Facebook
For a company, using Youtube platform for video marketing to promote their product or services is a common tactic now. So correctly using the Youtube platform that can enhance company image and sales. However, the production cost of video may be also higher.
Did you see a panda appear in supermarket or hospital?
Panda Cheese is a product of Egypt .The funny thing is people who say no to Panda Cheese, a naughty panda shows up and ruins their nice day.
Over millions of the click rate on Youtube until this moment.The key message is “never say no to panda”, it is simple and clear that people understand and remember easily. Lovely character and funny story line can lead to more popular and become a topic to discuss.
Marketers should always develop creative and humor advertisement, and design how to spread via online channels. Facebook is a best way to promote due to relatively low cost and time unlimited.A good example is I got this video via Facebook, since my friends posted it in the wall.
As we know, Coca Cola andPepsiare thecompetitors, theyoftencreatea number ofoffensiveadvertising, becausethose adsare always bebanned,therefore, YouTubewillbecomethe best channelfor these ads.
These offensive advertising most of them are created by Pepsi and the number of views is always over a million times. In fact, will theseoffensivesadvertisingaffecta choice of consumer? Not really. But these types of ads are really success in the viral marketing.
The several advertising as below, I believe that you must watch the one of them. Is it interesting and remember this?
Yakult is one of famous brand in Hong Kong. When you think about this brand, what does this brand impress you most? I am sure to tell you that it's creative advertisement.
Let's see one of it's advertisement to recall your memory
When you find this video in youtube, you can see high click rate for it. Why the click rate of this video is so high? The reasons are creative and funny. Lots of company like to use creative advertisements to generate the awareness from the publics. As people like to share the happiness to others via social network places, creative ideas make their advertisements successful through viral marketing.
Yakult also post it's videos in their page and allowance you to click the share button to share their video to your friends in facebook. Also, It has it's brand page in facebook. You can click the like button and share it with your friends. If you are interested in Yakult, you can find the information of Yakult as below.
“Mr. Daisuke” is not a superstar but it just a normal person like you and me. He is interested to try all innovative products and love to share the feeling and ideas after testing.
His video have no beautiful background, no any sound effect, or any famous idol. there are a common boy to share his experience during the recording vido . But it attracts 600,000 person-times to read and 30,000 people to subscribe for his video.
Some audiences would like to try or buy the products after watching his video.
It is because people believe his comments are reliable and neutral . It is no point for him to advertise with his pure background. It seems that it is a bit danger , because there would be a negative impact to the product when his comment is bad. That’s proving that it is not easy to control the influence of the power of " word of month "
Two years after the worldwide success of “The Roller Babies”, which click rate is over 15,000,000 via Youtube and Facebook, and became one of the best viral video last year. Those babies are cute, do you think so?
In 2011,Evian also offers a new “Live young” experience: The “We’re All Babies Inside”, an interactive music video.Evian would like to show people how it affects on the body and claims its water supports the body's youth.
In this film, men and women are wearing a t-shirt printed with babies in different poses, appear one by one to the beat of the music, creating the illusion that the babies are dancing. Their individual style and their personality embodying the new strap line of the brand: “Live Young”.
Evian successfully spread their messages via online channels but how?
First, millions of people have watched the video within 3 months. Second, Evian well used babies be a younger image, match their key message “Live young”. Third,it included “humor” element into the video, most people will interest and share with friends via online channels.
Also, Evian finds a new way to increase sales that those t-shirt which shown in video can be bought online. I am interested to buy one since the print looks cute. Do you want one? Let check as below link: http://www.shop.evian.com/
I am going to introduce one of well known brand of Bakery - Koi Kei Bakery and how they use viral markeing to promote their product?
Most people like to take the advice from trust sources. When you decided to buy the product, you would seek the advices from your friends or search the comments in websites.
Have you ever heard the name "Cailan"? He is one of famous gourmet. Koi Kei Bakery have invited Cailan as their spokesman and have a a series of video to promote their products.
Koi Kei Bakery select Cailan as their representitive. because Cailan act as the quality sign of their product. In their webpage, they post lot of photos, video of Cailan. People can also review the comments of Cailan in Video one by one and It can give more confidence to the comsumers buy their products
There are also some unexpected comments for Cailan's video. It also help to disturbute their brand name via social network place like facebook or forum.
How do you think for the video? Let's see.
Youtube
Recently, Heineken through Wieden+Kennedy launched its new film, The Date, via its YouTube and Facebook pages. It tries to find fresh ways to flatter the Heinken drinker and showcase the man’s spectrum of skills.
In the video, we can see the pair enter a restaurant via a secret entrance, kicking off a series of encounters between the duo and a colorful cast of characters. The hero saves his girl from a near accident leaving the kitchen, only to impress her with his skills. Finally, they get and enjoy pairs of Heineken.
I like the story line and characters most since Heineken tries to create great creative adventure as a man should have. The film helps to improve brand image and motivate people emotion. This engages people want to have Heineken and enjoy an exciting experience with Heineken.
However, it seems focus on men’s market only but not women’s.
I discovered an interesting and surprise video about a world-wide well known brand – Budweiser which a best sell beer in USA. They are using many video for their marketing to promote the product (Bud Light and Bud ICE) though youtube. It is over a thousand videos about Budweiser in youtube since 2006 and accumulate over a ten million view of their video.
You may ask why they using youtube to promote their products?
Because their target customer is youngster which like searching and browsing information form internet.
And they partner with a popular Chinese video-sharing site, Tudou.com (土豆網) for a user-generated online video contest. The contest encourages users to suggest ideas for their advertising form 2010.
Let see the reference as below which they over a million views in youtube.
After seeing two of these video, you may think the content of video make you have a smile after that. But some people may argue the content which have porn or sex issue that will affect their family or child.
However, Budweiser is success which they create a noise around their product.
No doubt that video is one of the best tool for viral marketing, but not all videos go viral. Let me show you few distinct similiarities of most viral videos.
To be unique, memorable or funny:
The video that is interesting and entertaining are much more likely to be spread. The below Cadbury's video is one of the best example. The video through these kids funny facial expression and memorable background music make this video goes viral.
Make your description clear and specific:
To best promote your video, you'll want its text description on YouTube to be accurate and interesting. Use descriptive keywords and language that people will find when they search for videos like yours. And use the correct categorizations on YouTube so people will find it.
Try a series of similar videos to build interest:
Sometimes a series of videos works great. The Blendtec Will it Blend? videos are a perfect example.
Do you remember the genius Mr. Red, shy Mr. Yellow and sweet Ms. Green? They are all M&M's characters. I think most of you can remember their video, in the Internet or at TV. Why M&M’s video success? There mainly are two reasons.
1.Unique characters – M&M give each character a unique attribute, appearance and even hobbies. It makes the audiences easier to identify and differentiate their video. Also, the unique character usually easier to cater audience’s attention.
2.Crossover – M&M’s video always link with others which their audiences interested in, for example, the hot and famous movie. It can catch the audiences eyes, and get advantage from the crossover events or characters.
The goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time.
This isa KoreanLotte’s 2% bottled wateradvertising,the messageof the story conveyedto thepublicityis overstepthan that of the product itself. When the Lotte upload this video on the YouTube, the viewers began share this video thought so many different types of social networking service such as Facebook, email and their own blog.
Wall’s have been making sausage since 1786 and provide perfect and tasty sausage to people.
Recently, Wall’s introduced a miniature talking dog, called Alan, as outlet for men’s feelings to being served Wall’s sausages. Alan will be lending a 'voice' to men who find it difficult to express moments of appreciation.
Wall’s well used a talking dog character as part of an integrated campaign to create a new generation of fans of the brand. Actually, most people like Alan, is lovely and funny character. A memorable character helps brand establish a positive images and remember easily. Wall’s did it successfully.
Unfortunately, I want to try Wall’s but unable to buy in HK now.
I put video marketing very simply, it is about putting video content and distrubing it widely in the internet in a very focus and structured way. And the way that works, it is because something call Universal Search.
Univeral Search is introduced by google in 2007. It means when you search for something in google, the results come up are not only web pages, including videos. Below is the example, If I type "Ironman" into google, after few web pages, there are two videos clips placed in the middles of page one. If you click on the videos, you can see the latest "Ironman" movie trailer.
I guess you may ask why google is so keen on video?
It is becasue google bought youtube for 1.65 billion US dollars in 2006 and google awares there is explosion and popularity of online video.
Let me show you some statistic:
1. More than 1 billion videos viewed on youtube every day.
2. More than 20 hours of video uploaded to youtube every minute.
3.Businesses spend more on online advertising than on TV.
