What determines the success of an online video campaign has been debated not only by us here at Preview Networks, but by industry experts alike. Although there is no one secret ingredient which makes a video go viral (check out this Ted talk video on why), good content spreads like a virus, whether you intended it to or not. Good content triggers are different for everyone but chances are if you make something informative as well as entertaining, it will catch on.
Relevancy of the video content to your brand helps link the cognitive side with receiver involvement (Source: Wright, P.L.). In other words, this could help determine whether a user might actively share the video or not. Not only that, but relevancy in terms of alignment of the brand need with the audience reached and context provided by the publisher, increases the chance the right person at the right time is seeing your video (Source: Gigaom).
The Evian Baby advertising campaigns are an excellent example of this. According to Evian, there is a history of its brand being connected with babies which dates back to 1935. Evian was first recommended as the perfect water for babies in France back then, and still to this day it is the number one water used by mothers for the same reason due to the pH-neutral mineral composition (Source: International Business Times).
Evian’s “Roller Babies” campaign in 2009 currently holds the official Guinness World Record for most viral video of all time (Source: Business Insider). This year, they are back with their “Baby & Me” campaign and if the views on YouTube and mentions on Twitter are any indication of this year’s campaign success, Evian is well on their way to another viral video success.
Preview Networks is delighted to have been involved in contributing to the campaign’s audience relevancy and reach outside of YouTube on premium publisher sites in 11 different countries in addition to a dynamic image creation on top of the custom player created specifically for YouTube. A combination of on and off YouTube syndication strategy ensured the campaign received maximum exposure. However, at the end of the day sometimes great content speaks for itself.
About Preview Networks
Preview Networks is a content marketing platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth. Acquired by Rightster in February 2013, our combined offering strengthens video distribution, marketing, and monetisation services globally.