“YouTube Marketing”
Post a link to your article for in-class discussion next week, with a brief summary of the content of the article. Review and comment on the articles of two other students by the end of the week. (Week 5)
Give 1 successful case study on how a brand uses YouTube.
How is the brand using YouTube effectively?
What was their original Challenge, Approach, and Result?
http://static.googleusercontent.com/external_content/untrusted_dlcp/www.youtube.com/en/us/advertise/content/onesheet-success-orabrush.pdf
ReplyDeleteThe brand of OraBrush is using YouTube effectively by using Promoted Videos on YouTube to help promote their more light-hearted approach to curing bad breath.
Their original challenge was TV infomercials to educate people about bad breathe but it became a complete flop, they approach was to make YouTube a direct response vehicle for them by using an Ad format: Promoted Videos and call-to-action overlay, their result of using the Promoted Videos on YouTube Impressions: 1.43 billion, CTR: 0.24%, CPC: $0.03.
This is a perfect example of marketing through social channels. OraBrush used the power of content, which has more to say than advertising. The content is what drove the people make this material a successful tool in making it viral.
DeleteI like the fact that you chose a company that had a bit of trouble starting off with their 1st method of advertising and then explored other options and finally figured out what was needed of them to become successful in the advertising of their product.
Deletehttp://www.youtube.com/user/HomeDepot
ReplyDeletehttp://mashable.com/2009/06/01/youtube-brands/
Home Depot
The focus of their videos is to promote "How to & DIY projects" and educate consumers on the products that they have as well as how to accomplish those at home fixer uppers that you don't want to have to pay a professional all of that unecessary money to do. I think that they are successful becuase they are showing easy solutions without all the extra money and contracts and everything else that goes with remodeling from simple repairs to more advanced and complex projects, they are also educating people on the products & services that they offer in their stores as well. In 2009 they were said to have been doing outstanding since they started the youtube tutorials and I think that now with the economy you find people are doing a whole lot more projects for themselves which is probably boosting HD's sales even more.
That's actually really interesting that they do this. I love doing stuff myself but always have to rely on ehow and what not. Knowing that Home Depot does stuff like that is actually really cool and can see a huge use for it.
DeleteThis is good way for Home Depot to boost their sales. People just want to keep it simple and inexpensive especially with the economy's downturn. The instructional videos on youtube is serve as an after sales service to its customers, providing more value to what has been purchased at the store.
DeleteI think it's great for home depot to be involved with youtube. I sure there are millions wanting work on their homes or create some fixer uppers that could find some creative way to go about it!
DeleteI also love DIY projects. It just saves more time and money. I think Home Depot is relating to the Blue collar individual and understand that economics is everything.
Deletehttp://youtu.be/Fotp-wAzdzo
ReplyDeletehttp://www.wired.com/techbiz/media/news/2006/04/70718
The article is about Marc Ecko, a popular urban clothing that ran a viral campaign by uploading a with a video tagging the Air Force One. It is a short video with grainy quality, which even looked amateur that shows 2 men vandalizing the plane with a “Still Free” graffiti. As the public discovered that it turned out to be a hoax, it seemed so real even to the authorities that they even investigated on this matter.
All this, in fact, was staged. The actors were hired while the plane was rented and painted to look like the real Air Force One. It may not be your usual ad material for a clothing company but it surely created an impact on the brand, advocating free speech. Also, Ecko is known for its graffiti prints , putting some sense into the viral campaign.
This is very interesting! I have never seen this video before. Im sure the fact that is seemed so real, got alot of attention form people! Very smart way to entice your viewers.
Deletehttp://mashable.com/2009/06/01/youtube-brands/
ReplyDeletehttp://www.youtube.com/user/Quiksilver
This article goes over 5 companies that use youtube successfully. I'm only looking into their first company though which is Quiksilver & Roxy.
The article claims their success to all their videos of people surfing. They show cool angles and video that the articles states were once only available if you were to buy a surf or skate dvd. They're promoting their product in a cool, young way which is attracting a customer base much wider than they use to.
Surfing and skating is definitely something more visual so I can see why they would want to use youtube as a way for advertisement to keep consumers interested.
DeleteI like that they chose to advertise their brand on YouTube because their are so much of the youth and teens that are always surfing the web and watching the channels on YT that it helps boost sales tremendously. And if you think about it majority of the population of the world that spends spends spends even though it may or may not be their money is the youth, so it gets the company name and its products available out there.
Deletehttp://www.businessinsider.com/youtube-business-2010-2
ReplyDeletehttp://www.youtube.com/user/HarvardBusiness
This article speaks about how such a powerful tool such as YouTube are allowing tons of millions of people view, share and interact with videos posted by companies and individuals. My second link is how schools world wide are reaching out to their students and prospects. I used Harvard Business as an example of how they speak about the schools program and have live lectures posted free on youtube. This is a great way for students, teachers and parents all across the globe to feel like they are apart of the schools learning experience and virtual tours.
YouTube will continue to push all sorts of boundaries with it's hundreds and millions of supporting fans.
http://www.youtube.com/watch?v=eQtai7HMbuQ&feature=player_embedded
ReplyDeleteIt's the updated Tipp Experience. I think it's a very creative way to use youtube as an advertisement. It's up to date with technology. It keep the audience interactive. It keeps a lasting impression.
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ReplyDeletehttp://www.youtube.com/watch?v=iYhCn0jf46U
ReplyDeleteThis is a dove commercial, that has been around for the past few years. It depicts an average looking woman who is airbrushed and styled into a beauty icon. It is short and very self explanatory, it conveys an important message. This video is a campaign for real beautyand has been seen more than 10 million times. It is a good example of a company that creates an image for its brand through cause marketing.
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ReplyDeletehttp://www.youtube.com/watch?v=5qvJS0zXEuw&list=PL7AA48536A987862B&feature=plcp
ReplyDeletePuma has been using you tube to involve people who do sports and see the events that puma hosts . This usually has people watching the events for those who do sport.
http://www.youtube.com/user/frenchconnection
ReplyDeleteFashion retailer French Connection refers to its highly stylized YouTube channel as "Youtique." Considering the design concept, branding and content, the company makes good use of YouTube. There are videos that discuss fashion trends, fashion tips, as well as its television commercials. The design of the channel incorporates links to its online store, Twitter, Facebook, email newsletter and blog.
I had a chance to research more on the French Connection. I love the branding in this. I didn't know about them before but just seeing there videos got my attention
DeleteI think Nike does a great job with you tube marketing, Nike Lunches online marketing ads all the time. I've notice that I see Nike ads on you tube that I don't see on TV. Nike understands young people and that the online video fab is huge and still growing young teens sit and surf the web more hours then they watch TV.
ReplyDeleteTide has done a lot of marketing on Youtube. They were one of the first business to realize is a great way to get consumers attention. They even created funny skits to enhance more views.
ReplyDeletehttp://www.youtube.com/watch?v=GNz4A1rMTnA