An open challenge: name a single successful video campaign

A large number of the posts I see on LinkedIn Groups and other social media sites set out to promote the virtues of using video for PR and marketing and explain how to create “successful” videos.  For all those who post in this vein, here’s a little challenge: 

YouTube carries hundreds of thousands of successful videos.  Name a single successful video campaign that was designed from scratch to promote a product or service.  I’m excluding the following:-

1. Pop music videos (like Lady Gaga)

2. Amateur videos that have gone viral (like “Charlie bit my finger”)

3. Bootleg videos made by professional crews in their lunch break,  like the nosy moggy (cat lovers look away now) who sticks his head into the Ford KA sunroof.

4.  The CEO who crunches stuff up in his blender.

My grounds for excluding them is that if you sell software, or paint, or vacuum cleaners, or hot dogs, you are not going to be able to learn from or emulate any of them (unless you have more money than sense).

If anyone can name even a single valid example, I’ll eat my hat – on YouTube.

Richard Milton
Freelance Writing Services

3 thoughts on “An open challenge: name a single successful video campaign

  1. I think you have a great point here Richard, it is incredibly difficult to integrate branding and maintain viral potential.

    It is something I am testing at the moment having developed a viral video targeting the IT industry, using comedy as the viral ingredient. So far your conclusion has been proved correct, despite using faux branding. You can see the video here:

    People have become much more sophisticated consumers now – they will not just absorb content and messages because they are there, content needs to help define them and be of direct impact to them in some way.

    This theory was applied, using the comedy as a benefit, however I have found people hesitant to share it outside of the IT industry – although this was the brief – it is fascinating how people will not share content they do not think defines them – hence non IT people not wanting to be associated with something that might make them seem ‘a geek’ in other peoples eyes.

    I will be following your experiment with interest!

    • Hi Nancy,

      It’s a beatifully made video, but I’m afraid I won’t be eating my hat just yet. My challenge excludes the use of big-name draw cards as the reason for viewing. You could dress Jennifer Anniston in a gorilla costume and throw paint at her and you’d still get a “viral” effect, not because of the quality of the video but because of her name.

      Actually, for jennfier, 9 million views isn’t that hot. I see from Google’s keyword tool that on average 3.3 million searches are made on her name each month, so it’s only 3 month’s worth of searches.

      Take Jennifer out of the video, make it about the product and see how many views it gets. 🙂

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