from creative idea to viral success: how 3 brands made their content social

From Creative Idea to Viral SuccessHow Three Brands Made Their Content Social

Dan Greenberg, CEO, Sharethrough •  @mrDAG •  http://www.dan.ag

Joshua Brandau, Media Director, Pereira & O’Dell •  @JoshBrandau

Guaranteed video views. Maximized sharing.

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Social Video is Growing Up

Zac Macaulay@ Photoshelter

Muscle Milk - “Sexy Pilgrim"

Campaign Goal Build buzz and generate viral

traction for Muscle Milk’s “Sexy

Pilgrim” video during Thanksgiving

week.

Performance Details

75+website and blog features

3,500,000video views

89%video

completion rate

Lego - “Brick Thief”

Campaign Goal

Seed the Lego “The Brick Thief”

video throughout Sharethrough

Network; encourage editorial seeding

for additional viral pick up.

Performance Details

#5AdAge ViralVideo Chart

1,700,000video views

TrendsYoutubeHonors

Captain Morgan’s - “Workout”

Campaign Goal

Distribute Captain Morgan’s

“Workout” video across web on

Facebook and Twitter Apps, Social

Games, and Sites/Blogs targeted only

to adults 21+.

Performance Details

80%+Video

Completion670,000video views

#8AdAge

Viral Video Chart

The New Rules for Social Video Advertising

The New Rules for Social Video Advertising

Provide Value

Be Experimental

Long Term: Community, Short Term: Meme

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2

3

Content

Provide Value1

BeExperimental

Smileyfish Photo

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3Long Term: Build a CommunityShort Term: Create a Meme

The New Rules for Social Video Advertising

Provide Benefit

Be Experimental

Long Term: Community, Short Term: Meme

Video Content is a Hyperbole of the Brand

Un-Brand (Sometimes)

4

5

Content

Brand

1

2

3

Video Content is a Hyberbole of the Brand4

Un-Brand (Sometimes)5

The New Rules for Social Video Advertising

Provide Benefit

Be Experimental

Long Term: Community, Short Term: Meme

Video Content is a Hyperbole of the Brand

Un-Brand (Sometimes)

Broaden Your Demo: Everyone Shares Now

Know the Psychology Behind Online Sharing

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2

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4

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Content

Social

Brand

More the Merrier Ted Klassy @ FlickRiver

Broaden Your Demo: Everyone Shares Now6

Know the Psychology Behind Online Sharing 7

The New Rules for Social Video Advertising

Provide Value

Be Experimental

Long Term Goal: Community, Short Term: Meme

Create Videos That are a Hyperbole of the Brand

Un-Brand (Sometimes)

Broaden Your Demo: Everyone Shares Now

Know the Psychology Behind Online Sharing

Maximize Distribution: Free, Paid and Shared

Pay for Media that Earns Media

Demand Transparency

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Content

Social

Brand

Distribution

8 Maximize Distribution

Content: Viral Sharing

Influencers: Seeding

Editorial: PR

Paid: Video Distribution

Copyright 2010, Visible Measures Corp.

Pay For Media that Earns Media9

9

Demand Transparency10

The New Rules for Social Video Advertising

Provide Value

Be Experimental

Long Term Goal: Community, Short Term: Meme

Create Videos That are a Hyperbole of the Brand

Un-Brand (Sometimes)

Broaden Your Demo: Everyone Shares Now

Know the Psychology Behind Online Sharing

Maximize Distribution: Free, Paid and Shared

Pay for Media that Earns Media

Demand Transparency

1

2

3

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5

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10

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Content

Social

Brand

Distribution

THANKS!

dan@sharethrough.com @mrDAG •  http://www.dan.ag

joshua.brandau@pereiraodell.com@joshbrandau