There is a lot of conversation of using video to drive up sales. One of the most successful campaign is the Dove's campaign of "real beauty". http://www.youtube.com/watch?v=iYhCn0jf46U
The campaign achieved huge success only on youtube, the video of evolution has several million hits, let along the hits on other source.
For a video to be successful, it should be fun but also bear some meaning of the brand and a deep message it wants to convey. LV's journey video is another success: http://www.youtube.com/watch?v=A4d-7lxMr6c
This video is actually the other marketing campaign of LV. LV has a competition for film school students to create commercial to represent LV.
This relates well to the Domino's videos we spoke about in class, and the Toyota facebook campaign. I think this viral/self-perpetuating form of advertising is much more cost effective when done well, but much harder to actually create successfully. How much time and energy are put into the 'flop's before a successful campaign takes hold? I wonder whether this new form of advertising through Web 2.0 actually generates better returns on marketing investments?
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