Evian

Viral videos that worked and ones that didn’t

1. Viral videos that worked – videos that made users aware of a product or drove interest in the product

Evian rollerbabies – http://www.youtube.com/watch?v=XQcVllWpwGs

Smirnoff Tea Partay – white guys rapping – http://www.youtube.com/watch?v=PTU2He2BIc0

Blendtec – will it blend? – http://www.youtube.com/watch?v=oRr7N7A4Wc0

Durex – Get it On – http://www.youtube.com/watch?v=t5sTBrs4fhQ

2. Viral videos that didn’t work — videos were remembered for the video itself and not for the product it was meant to market.

Megawooosh

LED Sheep Art

Synchronized Dance in Train Station

Kids Moving Eyebrows to Music

Numa Numa Guy

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Friday, March 26th, 2010 viral videos 1 Comment

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Tuesday, March 23rd, 2010 digital No Comments

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 analytics, Branding No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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