Showing posts with label Youtube. Show all posts
Showing posts with label Youtube. Show all posts

ALS Association| Ice Bucket Challenge


The Ice Bucket Challenge is now considered one of the legendary social media campaigns of all time after using a simple (but unpleasant and hilarious) challenge to raise over $115 million dollars for a disease that most people had never even heard of.
What helped propel the virality was the fact that people were publicly challenging their friends and family on social media, which made them more likely to get involved than someone asking for a retweet. 
http://www.alsa.org

Pepsi | #LiveForNow


This might be difficult for most companies to pull off unless you have a large enough budget to make room for these special effects. As part of Pepsi's #livefornow campaign, they created this incredible bus shelter in London that's designed to get funny reaction from people. This is one you really have to watch. 

Doritos | #crashthesuperbowl

Doritos utilizes two great strategies in this campaign: highlighting user-generated content and building off of the buzz from a huge event -- the Superbowl. This social media contest allows fans to submit their Doritios commercials and the winner gets their video on TV during the Superbowl, along with other cool prizes.


Samuel Adams| April Fools: Helium Beer


This is a perfect example of leveraging a holiday to create a viral piece of social content. The beer maker Sam Adams posted this video across their social media platforms, showing off their new helium beer as an April Fools prank. You have to watch the video to see why it was such a hit.

Volkswagen | Trailer Assist

BRAND:
VW
CATEGORY:
Automotive
REGION:
Norway
DATE:
January - March 2016
AGENCY:
MediaCom
MEDIA CHANNEL:
Branded Content,Online


Insight 

The market for large family cars is very competitive, and the launch of the new Passat was somewhat a challenge, as the design was not indicating this was a completely new car. 
Advanced driving assist systems, though, are main features in the new Passat including Trailer Assist. The optional Trailer Assist steers automatically while the driver is still responsible for gear shifting, acceleration and braking.  

The target audience was adult men with a family and the need for a roomy car, which often also means from time to time a need of a trailer. Passat is segment leader among family cars, and most of them are equipped with a trailer hitch. 
The agency also build on one basic insight: Most people find it difficult to reverse with a trailer and hate to do it. A system that will help them out will obviously create attention. However, MediaCom needed to demonstrate it in an exceptional way, to ensure that the target group would find it worthwhile seeing and sharing. 
Since social media to a large degree is about entertainment, and surprising videos always create a large number of viewers and involvement it decided to move along that path. 
This gave MediaCom the communication strategy and the idea for the campaign. 

Strategy 

The fight for attention is hard even for entertaining video content. MediaCom believed it had content with a potential for sharing, but in order to make it happen it had it to get it right from the start, and decided to make the content look less like a commercial thus increasing the potential for sharing. 
Most importantly it decided to focus its paid digital media towards young adult men even though the average car buyer is 40 years +. By targeting influencers rather than the actual car buyer, it expected to achieve far higher sharing and thus organic views of the video, and the car buyers would get the video from their younger colleagues and children rather than from Volkswagen directly.  
Even though it was tempting to use TV from the start, the agency decided to place TV at the end of the campaign period, to create as many organic views as possible before launching the TV ad. 
At the start it sponsored Facebook posts and placed the video on selected sites in the BeOn network. It made the content easy to share and used YouTube as the hub for organic viewing and sharing.  
The content lived up to its potential and was shared even faster than assumed. This gave a good story to use in PR, and the 250 online articles in 46 countries further increased the engagement. 

Execution 

The creative solution was to perform a stunt where the agency wanted to demonstrate an exceptional maneuvering with a trailer in reverse at high speed.  
In ordinary streets and along ordinary roads where the public should believe they observed a 100% real reverse driving with a trailer.  
In order for the illusion to be realistic, it built a trailer around a car, which it stripped for the body. This way it allowed the “trailer” to reverse with a new Passat, giving the illusion that the Passat was reversing. 
Stuntmen drove the trailer and the car and everything was recorded on video, which gave two films: One that shows the actual stunt and one behind-the-scenes film. Both produced primarily for the use in social media. 

Results 

The campaign reached the following global results initiated from a country with only five million people: 
 Created a Facebook reach of more than 55 million,   Achieved more than 28 million video views so far, 69% of these were organic.  The videos were watched in 125 different countries  Close to 1,800,000 engagements with the campaign: - 1.190.000 likes - 470.000 shares - 133.000 comments. 
 Reached 2.4 million views on YouTube, all of these were organic  The stunt was described in more than 250 online articles in more than 46 countries with more than 396 million potential readers  The campaign was launched in a post diesel gate atmosphere with a lot of negative buzz around the brand, and managed to break the negative curve  The sale of Volkswagen Passat in Norway increased 15% the following month.

ALWAYS| Girl Emojis #LikeAGirl


BRAND: Always
BRAND OWNER: Procter & Gamble
REGION:Europe, North America
DATE: March - April 2016
AGENCY: Starcom
MEDIA CHANNEL: Online


Insight 

At puberty, girls’ confidence plummets, often because society limits girls to stereotypes. These stereotypes can even be found in subtle places – even on  their phones. 
Always conducted over 10 surveys worldwide to better understand girls’ confidence at puberty. One statistic serves as the cornerstone for the Always #LikeAGirl campaign: 56% of girls experience a severe drop in confidence at puberty. An additional statistic drove the insight for this brief: 72% of girls feel society limits them, which contributes to their drop in confidence at puberty.   
For this campaign, it needed to challenge society’s limitations and the primary target audience was girls ages 10-24. The secondary target audience included mothers of preteen girls.  
As the agency further explored the factors contributing to girls feeling limited, it discovered that girls are stereotyped in the language they use most: emojis. Girls send over a billion emojis every day, but do emojis represent them?  
While subtle, emojis are a representation of society’s bias. Starcom explored this bias in a social experiment with interviews of those most impacted: the real girls' whose confidence is in jeopardy. It turns out, unless girls only relate to being princesses and beauty-obsessed, the answer is no. In fact, 67% of girls feel that even emojis imply that girls are limited.  

Strategy 

For Always, Starcom wanted to engage with girls asking them to be part of the change and to share their ideas and suggestions for female emojis. The media strategy not only had to drive awareness of the issue but also encourage participation.  
Social media became the cornerstone and the call to action was key to incite participation, inviting girls to share ‘what emoji do you want, tell us #LikeAGirl’.  
It set out to rally girls all over the world to demand new, non-stereotypical emojis reflecting how unstoppable the girls they represent really are.  
As ideas poured in via social media, the agency was ready to help Always respond in real time with custom-designed emojis reflective of each suggestion. In the end, the idea was bigger than emojis. It was about challenging stereotypes, keeping girls confident and creating change. 

Execution 

The Always #LikeAGirl - Girl Emojis film launched on March 2, 2016, to share the movement girls in 22 markets around the world with an additional push on March 8 for International Women’s Day.  

The campaign was the springboard for the video to reach as many girls as possible. The agency seeded it across social platforms, including YouTube to drive views and Facebook to amplify reach.  
Media Placements were supplemented with a public relations push with digital and cultural influencers on YouTube and Twitter. When First Lady Michelle Obama asked to be a part of the #LikeAGirl conversation, Starcom fueled the conversation amplifying the message across Twitter where Always drove even further engagement. It then partnered with Mrs. Obama’s Let Girls Learn initiative for an experiential event to empower girls on International Women’s Day in Washington, D.C. 
Paid and earned media support lasted for four weeks post launch in most markets, with an additional three months of support in high priority markets. Each market optimised to the places and content formats that were resonating most in local culture.  
And as planned, Always responded in real time with custom designs in social showing girls’ creations for their emojis that better reflect who they are, from wrestlers to paleontologists to general badasses. 

Results 

With 48+ million video views and thousands of girls all over the world demanding change, Always #LikeAGirl - Girl Emojis film was the #1 ad on YouTube for March 2016.  
It garnered attention from top-tier celebrity and cultural influencers, including tweets from actor/activist Emma Watson, media mogul Arianna Huffington, an invitation to ring the bell at the New York Stock Exchange, and even one of the most influential women in the world, First Lady Michelle Obama. The latter led to the partnership with her Let Girls Learn initiative.  
But perhaps no reaction to the rally for girl emojis was more thrilling than a response from the Unicode Consortium, the gatekeepers of emojis, asking Always to gather and pass along all the ideas for consideration. All ideas were shared with them, per their request, as they work towards the next emoji update, affecting phones all over the world. Google even joined this mission and requested a Girl Emoji code.  
Creating change in an effort to keep girls confident. No amount of media impressions can top that.

    Best practice of site takeovers

    Check these out first 




    Cadbury Rollpack
    After the success of the Gorilla of Zingolo, and kids eyebrow dance ,they have now, with help of Saatchi Australia, managed to customize a youtube page.










    Click on the image to visit the dedicated page. You will find also a parrot who plays basketball, and a man in a dog that is shit in a giant wheel.



















    YouTube Falling Apart

    Ads are destroying YouTube, or so it seems with this current ad from Acciona. A Spanish sustainable energy advertisement makes YouTube break into pieces.
    acciona
    Once you go to the YouTube channel the page starts falling apart. 
    http://www.youtube.com/experiencere
    Agency : McCann Erickson
    Brand: http://www.re.acciona.es/



    24-hour Human Clock-Sprint, mobile phone operator








    sprintyoutube2.jpg


    As part of its 'Now Network' campaign, Sprint has staged a homepage takeover on YouTube using user-generated videos to create a unique human clock


    Designed to highlight the relevance of Sprint's network to people's lives the campaign is part of an integrated effory to build buzz around the launch of its new Palm Pre smartphone. Selected participants used their web cam to capture a 3 second clip of themselves displaying their assigned number. The videos were then edited together throughout the day into a digital clock that showed the exact time (for example 12:37), and changed with each passing second.

    The ideal fit for YouTube, the ad doesn't just demonstrate the central idea of 'now', but does so in a way that chimes perfectly with the platform's look-at-me community of contributors. Better still, the groundbreaking format is the first time user-generated content has been incorporated into masthead advertising on the site. It's just part of the wider picture, however; tailored homepage takeover ads are also set to appear on Yahoo, AOL,ESPN.com, WSJ.com, People.com and CNET in what is billed as Sprint’s most extensive web campaign to date.

    More than 11 million unique users visit YouTube’s US homepage in one day, and the new masthead ad formats are encouraging experimentation and seeing good returns - 14%interaction rates, according to YouTube, compared to the industry average of just under 5% for similar-sized units.

    The ad lives on after Takeover day too; it's now available as a widget at sprint.com/nownetwork, along with a host of other content intended to reflect the idea of 'now'. Goodby Silverstein & Partners are responsible for the creative.

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     Wario Land: Shake It!

    Nintendo and YouTube collaborated to promote Nintendo’s latest Wii release Wario Land: Shake It!. The very unique site got about 1.3 million visits in one week time and blogs likeWiredKotakuJoystiqGameSetMatch and over 800 others wrote about the ad. The idea of trashing a site is not new though, check HemaClub Internet: Le Duel & Le Défi,Nationale VacaturebankThe Good FightJumperCarhartt and Netdisaster


    Honda Let it shine on Vimeo


    BRAND OWNER:Honda
    CATEGORY:Automotive
    REGION:EMEA
    DATE:Apr 2009 - Dec 2008
    AGENCY:Wieden & Kennedy
    MEDIA CHANNEL

    With the launch of Honda’s Insight hybrid car, the automotive brand wanted to make a big impact without a huge environmental impact.
    It created Let It Shine – a 60 second TV spot which at first looks like a huge LED screen, but you soon realise the animation is being created by hundreds of car headlights. A matrix of hundreds of car headlights was created and animated with each set of headlights acting as a pixel. The ad was a huge viral hit and Honda wanted to leverage this in an online environment. It teamed up with high definition video hosting site Vimeo to create an experience which went beyond the borders of the usual flash player box, taking the traditional 
    page takeover to a new level.People who went to Vimeo to view the Honda ad can press play to see the video and the whole page around the video also transforms.Just as the ad shows action taking place over a whole night until sunrise, so the background of the page goes completely black, blocking out all of the usual page inventory and comments.The animations created in the desert with the cars leak out into this expanded space. As dawn breaks in the ad, the background of the page also goes through the sunrise colours. Visit
    http://vimeo.com/4281939 to see the experience.
    The work echoes that of Nintendo’s Wario YouTube ad, where the violence of the game knocks all of the comments and buttons off the web page.



    PSA ad on cyber-bullying by National Crime Prevention Council.




    http://www.youtube.com/oceanking97


    EA Sports Push with Joy



    E




















    A Sports Push with Joy






    Samsung 3D takes over YouTube with game

    Samsung is taking over You Tube with a game. The game-take-over starts with a film of the 3D projection on the Beurs van Berlage. Then it slowly takes over YouTube. The game is nothing special (click on as many butterflies as possible  and win a 3D LED TV), but the take-over makes quite good eye candy.




    Samsung 3D YouTube - June 2010






    http://www.youtube.com/Samsung3devent




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    Shahrukh Khan gets candid while discussing Ra.One! Watch him share the behind-scenes experience live, at:
    http://www.youtube.com/raonemovie




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    Louder is Better
       

    [CLIENT]
    Virgin Radio
    [AGENCY]
    Buzzman
    [PRODUCTION]
    Film : Iconoclast Web : Lumini
    [CREATIVE DIRECTOR]
    Georges Mohammed-Chérif
    [ART DIRECTOR]
    We Are From L.A.
    [PLANNER]
    -
    [PRODUCER]
    Laurent Marcus, Julie Bourges




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