Over the last few years, the internet has become the number 1 marketing tool for many a major brands. Each day social networks are bombarded with videos trying to make their own viral mark. The few who manage to actually go the distance are not necessarily the ones with the best product or brand, but rather the ones who goes at it from a different angle.
A great example of this is the multi billion dollar brand, Dove’s “Real Beauty” campaign.This is one of, if not the most, successful viral campaigns to come out of the last 3 years. Dove speaks to women’s age old problem of self acceptance. They based their idea, which they though might just resonate with most women. And so it did, within a matter of days, the video went viral – making Dove one of the most talked about brands for 2013. http://www.youtube.com/watch?v=XpaOjMXyJGk
Australia Metro Rails changed the face of public service announcements forever with their “Dumb Ways to Die” campaign. This campaign deserves an honourable mention just for the gutsiness it took in using the perfect mixture of humour and violence to draw attention to this very real and serious problem. This cutely animated video, needless to say, went viral faster than you can say “light your hair on fire”. http://www.youtube.com/watch?v=IJNR2EpS0jw
And then of course there is the ground breaking Evian “Live Young” campaign. Let’s face it, who does not love those dancing, rollerskating, cheeky little babies! The first of these, broke the Guinness Book of World Record for most watched video on Youtube, and raised the bar for those to come. Relying mainly on word of mouth and social media campaigning, people flocked to their screens and phones, to view these ridiculously amusing ads. Now it has become an internet favourite, and continues to treat viewers to new baby ads each year. http://www.youtube.com/watch?v=pfxB5ut-KTs
From these three examples alone, one must gather, that as the proverbial saying goes to “think out of the box” makes a huge difference. To achieve global success with marketing videos sometimes require you to shift focus from your product as a whole, to the human factor that makes it work.