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Sarah Wood is Founder and Operations Director at viral video marketing agency Unruly Media.
I've been asking Sarah about what makes a social video campaign successful, measurement of campaigns, and how she sees the market developing in future...
Beatbullying’s The Big March campaigning for children’s rights took place this week and was a huge success with 850,000 pledging their support and asking Government for help to protect all children and young people from bullying, violence and harassment.
It was the World’s first virtual online protest attracting support from children, young people, parents, teachers and celebrities, as well as global brands, including Facebook, Google, MTV and AOL, to name just a few.
The campaign highlights the power of viral campaigning – a modern phenomenon which has the potential to make your message go global - reaching millions of people, delivering increased brand exposure, new data, more clients and a partridge in a pear tree!
Old Spice's popular viral videos have been winning the company accolades all summer — including an Emmy nod this week. Now it looks as if something a little more powerful contributed to the company's strong sales figures this year: coupon offers.
As soon as Old Spice stopped offering coupons for the products touted in the viral "The Man Your Man Could Smell Like" ads, the company's sales bounce disappeared. If Wieden + Kennedy's lauded creative can't move product, the campaign could serve as a warning to those seeking viral video glory online.
Earlier this month, social media darlings around the internet were singing the praises of Old Spice, with Mashable claiming that the now infamous campaign was the "future of marketing" and that the agency involved, Wieden + Kennedy, had set a "standard marketing experts will admire and follow in the years to come."
Now, various marketing blogs and online news sources are reporting that sales have "fallen by 7%." But, with barely a week gone since Mr Old Spice conversed with "everyone" on YouTube, is it simply too early to predict ROI from the campaign?
Looking at the numbers, it seems the original analysis of the drop in sales may be flawed, given that it's somewhat premature to announce a verdict about the campaign's success or indeed, failure at this stage.
A moment of silence was surely had at fraternities nationwide this week: the website BrosIcingBros has been shut down. The internet meme known as "icing" may be responsible for a recent spike in Smirnoff Ice purchases across America, but the brand could only turn a bling eye for so long.
Smirnoff let the icing phenomenon have a good run online. But eventually all good memes come to an end.
Marketing on social media can be a lesson in frustration, since each social network has its own strengths and limitations. But really effective campaigns use those rules to their advantage. And Ikea's most recent Facebook campaign did just that.
By turning Facebook's tagging system into a contest, Ikea achieved one of those elusive social media goals — they got their campaign to go viral. For the cost of a few items, the company raised awareness, engaged with consumers and helped publicize the launch of a new store.
What makes a great viral video? This is a problem I’ve been coming up against recently, especially as there’s always the simple risk that when trying to do anything viral: it will either work or it won’t.
This is something I’m going to try and explore across a couple of blog posts in the next month or so, as the subject is so huge and complex, but a good starting point seems to be to showcase some of the best examples of viral advertising that currently exist.
In 1968, Andy Warhol made a prescient prediction: "In the future, everyone will be world-famous for 15 minutes". Thanks to technology and the internet, 15 minutes of fame is within just about anyone's reach. Unfortunately, thanks to social media, extending that fame beyond 15 minutes is a tough task.
In fact, most 'internet celebrities' don't even get 15 minutes. It's more like 15 seconds. But that doesn't mean that the internet and social media haven't produced some big successes. They have. And here are five of the biggest.
If you haven’t seen the Jill and Kevin wedding entrance dance yet then now’s the time to take a look. There are a few things to takeaway from it, to understand why and how it went viral.
Uploaded less than two weeks ago as a way of sharing it to friends and family, the five-minute video is one of the biggest viral hits of the summer. It has attracted more than 13m views on YouTube alone, and has been rated by no less than 66,000 people (it has a five-star rating to boot).
To loosely follow on from a previous post, it’s not necessarily advisable to ignore innovation and creativity under the current global economic conditions. However, when faced with this kind of negative environment, thinking up imaginative ways to engage with users through existing channels can sometimes become a bit stale.
Here, I’ve compiled a few different examples of relatively recent online campaigns that caught my attention through their resourcefulness and that follow six identifiable 'I's'.
User reviews come in many shapes and sizes, but typically people either love or hate a product. It’s normally a simple black and white issue, as few people bother to leave reviews for mediocre products.
It turns out that this either/or thinking is plain wrong, and there is a third factor to consider: irony. And tongue in cheek reviews stand a better chance of going viral, at least judging by the success of the Three Wolf Moon T-shirt.
The t-shirt, which features three wolves and one moon, has become one of the top sellers on Amazon, thanks to some classic one-liners and other more detailed reviews, with most written with an industrial-sized dose of irony.
One lazy Friday a few weeks ago we rolled out an experiment by displaying all mentions of ‘Econsultancy’ on Twitter onto our homepage. It received a lot of attention, and some people thought we were nuts.
Now Skittles.com has gone one better by turning its entire site into a massive social media experiment. It is possibly the bravest move I have yet seen, in terms of a global brand getting into bed with social media and social networks.