Branding

Evian baby viral video has much higher ROI than Etrade baby superbowl ad

The Evian baby viral ad (red spike) got almost as much search volume as eTrade’s Superbowl ad of 2009 (blue spike). But Evian paid millions less by skipping the expense of airing the video on traditional media; instead they just posted it to YouTube for free. But notice that in both cases the effect was ephemeral (not long lasting) — notice the narrowness of the spike. Interest in the viral video also subsided quickly. But at least Evian didn’t waste millions on producing and airing it — thus achieving a massively larger ROI than Etrade who paid to make the ads and then air it at great expense on the Superbowl for the last 3 years.

etrade-baby-vs-evian-baby

Etrade Baby Ad

Evian Baby Viral Video

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Wednesday, February 24th, 2010 Branding, analytics, search No Comments

Brand Gravity attracts new customers and keeps current ones in orbit

If you think of your brand as the accumulated reputation in the eyes of your customers then you understand that some brands (a very few) have brand gravity — gravitational pull that attracts new customers and keeps current customers in “orbit.” Other brands which resort to shouting messages at target consumers have no gravitational pull; instead they fling unwanted debris (ad messages) at planetary passers-by. But instead of being attracted to the brand, these passers-by do everything they can to avoid getting hit by the debris.

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Thursday, January 8th, 2009 Branding 2 Comments

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Dr. Augustine Fou Bio