Evian Takes Viral Mega-Hit Roller Babies to TV
In July 2009 Evian, the world famous French brand of mineral water launched its viral video Roller Babies. After 10 months and 102,000,000 million views, 130,000 comments and 500,000 Facebook fans further, Evian is finally putting its babies to work on TV.
The ads started running in the Los Angeles market this week and will run in New York summer of 2010, a change in strategy for what had been an entirely online campaign, at least in the USA.
Heloise Hooton, a spokeswoman for Euro RSCG in Paris, said the video has appeared on TV in France and Belgium, and also began airing in the UK earlier this year.
That means Danone is finally putting a significant budget behind Evian’s campaign. It may also mean that the company is seeing the limits of its online video strategy on actual sales. “While we are expanding into traditional media in order to broaden even further the reach of the ‘Live Young’ campaign, online remains a major pillar of our strategy,” said Jerome Goure, VP-marketing at Danone.
Of course, paid placement on YouTube was an important part of getting and maintaining views, but a YouTube exec says Evian paid less to promote the video than you’d think. Euro RSCG said it has used “minimal” paid promotion to place the video on YouTube’s home page in a given market, and then it has let fans of the roller-skating babies take over.
The same approach some of our SocialMedia8 clients have taken. We have launched several series of online videos for i.e. Nike and Heineken, which we ignited into the social space by natural and paid seeding.
Next we watched our ViralTracker dashboard to see which of the online videos would become a viral weapon of mass affection. The most popular viral video, was next aired on TV, in the markets where the viral video had created the most awareness and engagement.
So may we conclude that a new content strategy was born? Brand managers, consider these steps:
1. you create a set of compelling online videos
2. you seed them into the social space with a big bang
3. you watch your viral tracking dashboard with eagle eyes
4. you take the most viral video out of your campaign
5. you broadcast that popular viral on TV in the right target markets
6. you adapt your creativity based on the success format you have discovered
7. you change your content digital strategy based on learnings
8. you first earn massive attention online with your videos
9. you know that your next TV commercial will be a success upfront
10. you have created your shift in marketing reality yourself
11. you do not need to air your movie – game trailers on TV, online will just do the job
12. please don’t send me your consulting fee, this advice was for free
13. wanna make me happy? see this ViralTracker video demo
Do you know more viral weapons of mass affection that made it to TV commercial? Please share them below. Together, one day, we might be able to convince a few brands and agencies to tap into this new strategic approach…
Source: Advertising Age
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Great step list! Really in depth information about the viralization of the new world. congrats for the post, and if it gets less than 50 retweets i’ll be disappointed!
Haha Alex thanks. Hope you are right with the retweets
Cheers
Igor