Viral Videos

What Makes Good Social Content?

 “The Internet will be the CB radio of the'90s …
You’re not going to turn passive consumers into active
trollers on the internet”
Stephen Weiswasser SVP at ABC in 1989

Copyright
2010
Proximity
Canada.
For
internal
distribu;on
only.


In 1948 ABC became the 3rd major network
to begin broadcasting.

3networks x 62years x 365days/yr x 24hrs/day =

Over 1.6 million hours of programming

YouTube has done this in the

last 6 weeks.
88% of the content is original
 Content production on Youtube

24 hours of video uploaded every minute.

Hollywood needs 23040 films a day to keep pace

Copyright
2010
Proximity
Canada.
For
internal
distribu;on
only.


YouTube daily reach:

Double prime-time audience of all

3 networks combined.
 A channel with this many eyeballs,
deserves a lot more of our attention.
The “New” Channels

Total Upload Views: 566 million Total Upload Views: 1.2 Billion

Total Upload Views: 101 million Total Upload Views: 690 Million
New Celebrities

Autotune the News

Total Upload Views: 91 Million Total Upload Views: 189 Million

Total Upload Views: 184 Million Total Upload Views: 426 Million
People will talk… in fact, its encouraged

“Some of the comments on YouTube make you weep for the

future of humanity just for the spelling alone, never mind the
obscenity and naked hatred.” Lev Grossman Time Magazine Dec, 13 2006
Be ready to talk. Be ready to listen
 Be authentic

link
Be confident in who you are
Show your talent, be discovered

link
For Brands…
It’s a little more tricky
It is a collaborative environment.
YouTube is about creation … not consumption.
There are community rules that you must understand
and respect to find “viral success”.
Brands need to find
the sweetspot… politics

disasters kids

stunts talent/
Sweetspot celebrity

technology/
pop culture
geek culture

…yet still remain true pets/animals

to the business objectives
and the brand character.
16

Copyright
2010
Proximity
Canada.
For
internal
distribu;on
only.


Viral
can
come
in
many
forms.



RESPONDING

STUNTS
 TO
 FILMS
 PERSONALIZED
 SPONSORED

CONSUMERS


Real, Riding the High brow Personal Pay what

or staged trend High quality Context You can.
Stunts: The Last Exorcism “Chat Roulette” 3,108,567 views
Stunts: Nike “Kobe Jumps Car” 4,550,597 views
Responding: EA Sports “Walk on Water” 5,326,093 views
Sponsored Content : Orbit 502,535 views
Top Advertiser: Blendtec Total Upload Views:135,767,100

link
Tip Ex: “Hunter Shoots a Bear” Link 5,558,920 views
Liquid Mountaineering: “Walk on water“ 6,235,994 views
Good creative can get a
brand into the remix world…

&
the
brand
mashup
world


Marvel/DC South Park Penthouse

+ 850,000 Views + 1,660,000 Views + 441,000 Views
There is no silver bullet
 Viral

How to evaluate Truth

Does the core message
the work. offer a visceral truth?

Insight
Are you answering
a consumer-harvested insight?

Perspective
Does your message offer a
unique/fresh POV on subject matter?

Authentic
Are you being transparent about who you are?
Does the brand have a “right” to speak on this topic?

Earnest
Is your production quality overshadowing your credibility?

Let the story deliver the message, avoid pushing hard product or retail messages.

Contro- WTF
Funny Emotional Cute Sexy
versial
What
clients
need
to
do?


Be Brave

Brief for Big Ideas: Give us the simplified intent and

the business objective. Less is more.

SEEDING: Budget to delight your influencers and most

passionate consumers to ignite momentum. (Don’t
over seed and kill your credibility)

License To Be Provocative: Your communication

should deliberately provoke a conversation amongst
your target and influencers.
What
do
clients
need
to
do?


Budget to Think real time: A proactive budget

enables reactive content.

Be smart enough to be lucky: there are no

guarantees that things will take off. Don’t be afraid to
fail, but be prepared for success.

Multiple Bets: We are a global brand and should place

bets in regions, not just Global/NA. (This will also
provide volume and relevance)
 Where has Gillette done it well?

Body Grooming
Gillette Strut
Federer Trick Shot
Body Grooming

Huffington Post Boston Herald

Gawker AP
Twitter

Perez Hilton
ADAGE
Viral Chart
Next Steps:
Reuters Facebook Media
5min.com Google Media
Post Paid search Rich Media Banners

31

 Federer
Trick
shot


BRANDED CONVERSATION DISTRIBUTION FOR GILLETTE AND RAZORS

4500
 (AUGUST 9TH – AUGUST 22ND)
4000

Daily Mentions

3500


3000


2500


2000


1500


1000


500


0

8/10/14
 8/11/14
 8/12/14
 8/13/14
 8/14/14
 8/15/14
 8/16/14
 8/17/14
 8/18/14
 8/19/14
 8/20/14
 8/21/14
 8/22/14
 8/23/14


Porter Novelli Analysis of the Social Media Landscape; August 2010

*NOTE – The above volumes for ProGlide and Fusion are not 100% mutually exclusive due to brand overlap
Strut -

33

Source: Viralcharts.com
Strut

In
all,
a
total
of
116
bloggers

helped
us
to
spread
the
word.

34

Source: Viralcharts.com
Trickshot

Results Summary

Strut
PR can increase “social content”
chances of success through…

•  A strong Social Engagement Strategy

•  Amplification
•  Media mentions (traditional/online)
•  Sustaining debate
•  Real-time Response (to consumer feedback)
PR can increase “social content”
chances of success through…

•  Seeding
•  Around Male Grooming “Receptive
Moments”
•  With Influencers (in Gillette Community,
elsewhere) who can “amplify” to their
communities
PR can increase “social content”
chances of success through…

•  Conversation Management
•  Driving Fans down the P2P with
responses
•  Mining Comments for Insights
•  Adverse Effects reporting
•  Monitoring responses
•  Optimization
Create with an audience in
mind … not a consumer.
This playground is initiative
and always on, in concert.
If we are to achieve results
never before realized, we
must deploy methods never
before attempted.
Appendix
AdAge’s 10 most watched

Link

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Link

Link

Link
AdAge’s 10 most watched

Link

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Link

Source: Visible Measures

More “Stunt” Videos
Sunglass Catch
Dynamite Surfing
Tagging Air Force One
Jumping into jeans
Jeans filled with Helium
Kobe jumps over a car
T-Mobile Dance
VW Piano Stairs
VW Slide
Hi Tec
Guitar Hero on a bike
MegaWhoosh
DC Car Jump
Gymkhana Driving
Ronaldinho nike ad
Evil microwave:
Extreme Sheep herding
Cameleon:

link