Category Archives: Campaign

Why you must have a product/brand representation on YouTube

Looking at the recent comScore statistic of video hosting sites, YouTube has now passed 100MM viewers per month and grabs 43% of the market. Not only is YouTube the dominant video publishing site on the Interent - it is also the dominant video search site. Anyone looking for your brand or product on YouTube should [...]

Against the call for regulation on bloggers and dark viral campaigns

I spent the last two days at ad:tech Sydney and have come back highly inspired. There are a few blog posts in the pipeline - here is the first. On Tuesday I attended a panel on "Effects Of Transparency: Cash For Comment And The Dark Marketing Debate" by David Lee and Julian Cole. They presented [...]

Online celebrity advertising

One generally accepted valid approach towards producing a video ad that will go viral online is to approach a person that has already achieved a reputation on YouTube for their quirky, interesting, sexy, or otherwise attractive videos and use them in the video ad. We have such an online video celebrity right here in Australia: [...]

Dark viral videos and Witchery

Wikipedia defines viral marketing as "marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes, analogous to the spread of pathological or computer viruses." Some recent marketing campaigns have taken their "viral" aspect to its extreme and are not even mentioning a [...]

Super Bowl Ad Season

In the previous blog post, I wrote about the top 10 ads of 2008 and the huge impact Super Bowl ads achieved. The 2009 Super Bowl season is about to start and we have a new phenomenon: a trailer for video ads. According to the great ads blog, DreamWorks Animation and Pepsi SoBe Lifewater announced [...]

Popularity of Commercials & Top 10 video commercials for 2008

YouTube is a great barometer for the success of commercials - even if they were originally perceived as TV commercials. YouTube's view count indicates how many people have watched the video and since YouTube's visitors are in general the same audience audience as the target audience of most TV commercials, YouTube's metrics provide a great [...]

Controversial Campaigns

As we keep monitoring viral video and social marketing campaigns, we come across interesting phenomena. Today I'd like to point out three controversial viral video marketing campaigns and their effects: Motrin - In November, McNeil Consumer Healthcare published a video ad for their pain killers, which addressed mums carrying their babies in slings. The ad [...]

How to have success with social video

Daniel Flamberg recently posted an article through iMedia which summarises the experience gained from a social video marketing campaign. Their target audience were 25-35 year-old mostly mail IT guys in SMEs, which indeed hang out on social video sites. They published a sequence 3 videos, which were a mix of live action video showing work [...]

Christmas Video Ads

We are approaching Christmas and the video ads are starting to get into the feel of it, too. A beautiful ad, kept very much in the tradition of a peaceful Christmas, was released by Stella Artois yesterday. I am not sure if we will see the ad on TV here in Australia, but since there [...]

Monty Python leads the way

MontyPython opened a channel on YouTube on the 13th January 2006. It may not have been run by the real guys initially, but in 2008, they decided to do something with the channel. They decided to stop fighting the crowd's uploading of key clips of their famous productions and instead provide the clips themselves, in [...]