This Week’s 10 Most Talked About Viral Videos | Simply Zesty


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>Another week and another set of brilliant viral videos that people have been talking about in huge numbers. Rather than sifting through the billions of videos that people have uploaded we share the 10 best virals every week form the world of marketing and advertising. This week we have a couple of classics from brands like Coca Cola and Old Spice as well as one of the best bits of marketing we have ever seen from a Belgian bank. Sit back and enjoy the best virals from the past week…

Call Me Maybe – for Choir and Orchestra

Just when we though we were all bored of “Call Me Maybe” cover versions and the whole marketing world had moved onto “Gangham Style” videos, along comes what is probably one of the best cover versions of this year’s most talked about song!

The Wrong Way To Save The Rainforest

Feeling guilty about not getting behind good or worthy causes? Don’t worry as The Rainforest Alliance created this slick vid which shows how easy it is to help its cause, with particular emphasis on what you shouldn’t do. It creates a brilliant narrative about the things you shouldn’t do to save this ecosystem, mainly leave your job, travel to the Amazon and use your knowledge of Hollywood movies to stage a revolution.

Coca-Cola Launch The “Happiness Table”

Coca Cola is known for marketing that aims to make people “happy” all over the world. We’ve covered its campaigns on numerous occasions as it is a theme that they love to share in different countries around the world. The latest is Italy where, as you might have guessed, the focus is all on food. Leer más “This Week’s 10 Most Talked About Viral Videos | Simply Zesty”

5 Lessons from Coca Cola’s New Content Marketing Strategy

Coca Cola has been part of popular culture for over 100 years and has been called a “Vision Brand“.

Its marketing and communication is purposeful and connects with its audience in a way that makes it stand out from its competitors.

Its mission is not about selling products but to create significant positive change in the world that makes the world a better place.

Coca Cola’s mission statement

To refresh the world
To inspire moments of optimism and happiness
To create value and make a difference
Recently they have realised that their marketing strategy that has worked well for them for decades needed to evolve and as such they are moving from “Creative Excellence” to “Content Excellence”

Creative excellence has always been at the heart of Coca Cola’s advertising and they have decided that content is now the key to marketing in the 21st century on a social web.

Content for Coca Cola is is now the “Matter” and “Substance” of “Brand Engagement”

So what can we learn from Coca Cola’s new marketing strategy?


Written by Jeff Bullas
http://www.jeffbullas.com/2012/01/30/5-lessons-from-coca-colas-new-content-marketing-strategy/

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Coca Cola has been part of popular culture for over 100 years and has been called a “Vision Brand“.

Its marketing and communication is purposeful and connects with its audience in a way that makes it stand out from its competitors.5 Lessons from Coca Cola's New Content Marketing Strategy

Its mission is not about selling products but to create significant positive change in the world that makes the world a better place.

Coca Cola’s mission statement

  • To refresh the world
  • To inspire moments of optimism and happiness
  • To create value and make a difference

Recently they have realised that their marketing strategy that has worked well for them for decades needed to evolve and as such they are moving from “Creative Excellence” to “Content  Excellence

Creative excellence has always been at the heart of Coca Cola’s advertising and they have decided that content is now the key to marketing in the 21st century on a social web.

Content for Coca Cola is is now the “Matter” and “Substance” of “Brand Engagement

So what can we learn from Coca Cola’s new marketing strategy?

Lesson 1: Create Liquid Content

The purpose of content excellence is to create “Ideas” so contagious that they cannot be controlled this is what is called “liquid content”.

On a social web people can easily share ideas, videos and photos on social networks such Facebook.

So create content that begs to be shared whether that be an image, a video or an article.

Lesson 2: Ensure your Content is Linked… Leer más “5 Lessons from Coca Cola’s New Content Marketing Strategy”

TED: “If Advertising Is So Great, Why The Hell Is It Largely Failing On The Web?”

TED is inspiring advertisers to go above and beyond with their video marketing campaigns with the Ads Worth Spreading Challenge. The challenge, which was announced yesterday on the TED blog, is inviting advertisers to “reinvent, inspire and engage audiences” by redefining video advertising. In his Ad Week address, TED’s curator Chris Anderson said, “If advertising is so great, why the hell is it largely failing on the web today?” Advertisers—TED is asking you to prove Anderson wrong by submitting the best video marketing campaigns you can muster up!

Advertisers, brands and anyone else in the business community are invited to submit their inspirational, creative and amazing video ad campaigns by January 10, 2011. The ten best campaigns will be selected by a panel of judges (not yet announced) and will be premiered at TED2011 and will also appear on TED.com. That’s quite a way to start of an online video campaign, don’t you think?


TED is inspiring advertisers to go above and beyond with their video marketing campaigns with the Ads Worth Spreading Challenge.  The challenge, which was announced yesterday on the TED blog, is inviting advertisers to “reinvent, inspire and engage audiences” by redefining video advertising.  In his Ad Week address, TED’s curator Chris Anderson said, “If advertising is so great, why the hell is it largely failing on the web today?”  Advertisers—TED is asking you to prove Anderson wrong by submitting the best video marketing campaigns you can muster up!

Advertisers, brands and anyone else in the business community are invited to submit their inspirational, creative and amazing video ad campaigns by January 10, 2011.  The ten best campaigns will be selected by a panel of judges (not yet announced) and will be premiered at TED2011 and will also appear on TED.com.  That’s quite a way to start of an online video campaign, don’t you think? Leer más “TED: “If Advertising Is So Great, Why The Hell Is It Largely Failing On The Web?””

Grand Marketer of the Year 2010: James Moorhead, Old Spice

In the 1970s, an Old Spice TV commercial opened with a shot of a woman lounging on a corner-unit sofa covered in garishly patterned cushions, surrounded by a jungle of potted palms and ethnic statuettes—a fading hippie paradise. The brunette, wearing a one-piece catsuit with bell-bottoms two feet wide at the ankles, pages idly through a magazine. “Old Spice,” the woman muses in a breathy internal monologue. “It’s a nice smell to snuggle up to.” The scene cuts to a younger woman walking through a city park with fountains—she’s the classic NYU student type, once a staple of Woody Allen’s movies back when Woody Allen’s movies were funny. “That Old Spice—wow!” she thinks aloud. “He sure knows what he’s doing!”

You could reshoot that spot today for its unintentional comic value and it would fit right in with Procter & Gamble’s current efforts for Old Spice, the seemingly ubiquitous “Smell like a man, man” campaign.


MARKETER OF THE YEAR 2010
By Jim Edwards

Photograph by Tim Llewellyn

In the 1970s, an Old Spice TV commercial opened with a shot of a woman lounging on a corner-unit sofa covered in garishly patterned cushions, surrounded by a jungle of potted palms and ethnic statuettes—a fading hippie paradise. The brunette, wearing a one-piece catsuit with bell-bottoms two feet wide at the ankles, pages idly through a magazine. “Old Spice,” the woman muses in a breathy internal monologue. “It’s a nice smell to snuggle up to.” The scene cuts to a younger woman walking through a city park with fountains—she’s the classic NYU student type, once a staple of Woody Allen‘s movies back when Woody Allen’s movies were funny. “That Old Spice—wow!” she thinks aloud. “He sure knows what he’s doing!”

You could reshoot that spot today for its unintentional comic value and it would fit right in with Procter & Gamble‘s current efforts for Old Spice, the seemingly ubiquitous “Smell like a man, man” campaign. Leer más “Grand Marketer of the Year 2010: James Moorhead, Old Spice”

Huggies, Tumblr and… Kidnapped Babies? Why You Should Pay Attention To Your Social Media Campaigns

Huggies recently released their interesting new High Chair Critics social marketing campaign by leveraging the Tumblr microblogging service, and if their front page is anything, it’s a lesson that big brands should pay close attention to who’s running their social media campaign. The first entry on the page is a reference to “the most famous babies of all time”, but for some reason, instead of showing a picture of a cute baby model, it’s a missing person poster of Chas. A. Lindbergh, Jr,, who was kidnapped in 1932. Read on for more ways to avoid messing up your social media campaign.


Posted by Neil Vidyarthi

huggieslogo Huggies recently released their interesting new High Chair Critics social marketing campaign by leveraging the Tumblr microblogging service, and if their front page is anything, it’s a lesson that big brands should pay close attention to who’s running their social media campaign.  The first entry on the page is a reference to “the most famous babies of all time”, but for some reason, instead of showing a picture of a cute baby model, it’s a missing person poster of Chas. A. Lindbergh, Jr,, who was kidnapped in 1932.  Read on for more ways to avoid messing up your social media campaign.

The key problem here is that the posts on the site seem very scrapped together, and it’s clear that one of the various anonymous writers didn’t do the extra work to ensure that the included image was in sync with the Huggies brand. Leer más “Huggies, Tumblr and… Kidnapped Babies? Why You Should Pay Attention To Your Social Media Campaigns”

“Spicing” Up the Brand Personality

If you haven’t yet seen the Emmy winning Old Spice commercials in action and haven’t quoted the Old Spice Guy at least once in conversation over the past few months, you must be sleeping under a rock (well, okay, maybe only a few fanatics are actually quoting the commercials…).

Never-the-less, the Old Spice phenomenon has created a surge of conversation around virality and brand engagement with the online audience. But let’s talk about the brand personality, because – to me – that’s one of the main things that really made this campaign go big.

So, what makes a great brand personality? (let’s see)


by Kristin Parrish

If you haven’t yet seen the Emmy winning Old Spice commercials in action and haven’t quoted the Old Spice Guy at least once in conversation over the past few months, you must be sleeping under a rock (well, okay, maybe only a few fanatics are actually quoting the commercials…).

Never-the-less, the Old Spice phenomenon has created a surge of conversation around virality and brand engagement with the online audience. But let’s talk about the brand personality, because – to me – that’s one of the main things that really made this campaign go big.

So, what makes a great brand personality? (let’s see) Leer más ““Spicing” Up the Brand Personality”

Old Spice Parodies Not Recommended For Political Campaigns

If you thought Cisco’s Old Spice copycat campaign was bad, just wait ‘til you see Daniel Freilich’s new Vermont Senatorial campaign video. The description of Freilich’s Old Spice campaign video says that the candidate is showing off his “fun side” with this parody clip, which has accrued over 17,000 views since it’s upload last week, most in the last twenty-four hours. But I’d be willing put money on the fact that most of these viewers are laughing at Freilich and not with him. Who thought it would be a good idea to parody a men’s deodorant campaign in a campaign for political office?

As I’m not from Vermont and haven’t been following their Senatorial race very carefully (OK, I haven’t been following it at all), I don’t know what kind of a candidate Freilich is or whether he has any chance of winning. However, what I do know is that in the past there hasn’t been any precedent of a political candidate winning based on a viral YouTube video.


Posted by Megan O’Neill

Daniel Freilich Old SpiceIf you thought Cisco’s Old Spice copycat campaign was bad, just wait ‘til you see Daniel Freilich’s new Vermont Senatorial campaign video.  The description of Freilich’s Old Spice campaign video says that the candidate is showing off his “fun side” with this parody clip, which has accrued over 17,000 views since it’s upload last week, most in the last twenty-four hours.  But I’d be willing put money on the fact that most of these viewers are laughing at Freilich and not with him.  Who thought it would be a good idea to parody a men’s deodorant campaign in a campaign for political office?

As I’m not from Vermont and haven’t been following their Senatorial race very carefully (OK, I haven’t been following it at all), I don’t know what kind of a candidate Freilich is or whether he has any chance of winning.  However, what I do know is that in the past there hasn’t been any precedent of a political candidate winning based on a viral YouTube video.  Leer más “Old Spice Parodies Not Recommended For Political Campaigns”

Viral=¿Ventas?

Cuando leas mis notas, tienes que tomar en cuenta que mi conocimiento en las áreas más técnicas de la publicidad es básico, y hay cosas que me siguen resultando misteriosas de entender.

Hace unas semanas hice una pregunta (que tenía tiempo incubando) a un profesional de la creatividad .

Verás: a todos nos gusta un vídeo viral. Nos causan risa/rechazo/sorpresa, a veces nos ofrecen conocimiento (hasta de cosas que no nos interesan), pero jamás nos dejan indiferentes. Basado en eso, lo enviamos a los amigos. Compartimos el enlace en el Facebook, lo pasamos al primo por email, lo comentamos en blogs o en Twitter.

Como una enfermedad real, el viral corre, corre, y corre. Llega de un extremo a otro del planeta, se vuelve un clásico, a veces se le ven las costuras, y se vuelve material de burla o lo que no se debe hacer al hacer un viral. Es más, hay cosas que NO fueron pensadas para ser llamados virales, pero se convierten en eso mismo al entrar al ruedo de Youtube.

¿Acaso Tom Cruise se imaginaba que su fulano acto de brincos dignos del Cirque du Solèil en Oprah lo iba a ver hasta los ciegos? Creo que yo hubiera pagado para entrar de manera ilegal en América -y también en el plató de Oprah- para ver este descacharramiento de amor en vivo y directo

Pero hay algo que no me aclaran por completo los más contundentes case studies, el ROI, los GRPs o lo que sea, y esa fue mí pregunta al profesional:
¿Un viral hace subir las ventas?


Cuando leas mis notas, tienes que tomar en cuenta que mi conocimiento en las áreas más técnicas de la publicidad es básico, y hay cosas que me siguen resultando misteriosas de entender.

Hace unas semanas hice una pregunta (que tenía tiempo incubando) a un profesional de la creatividad .

Verás: a todos nos gusta un vídeo viral. Nos causan risa/rechazo/sorpresa, a veces nos ofrecen conocimiento (hasta de cosas que no nos interesan), pero jamás nos dejan indiferentes. Basado en eso, lo enviamos a los amigos. Compartimos el enlace en el Facebook, lo pasamos al primo por email, lo comentamos en blogs o en Twitter.

Como una enfermedad real, el viral corre, corre, y corre. Llega de un extremo a otro del planeta, se vuelve un clásico, a veces se le ven las costuras, y se vuelve material de burla o lo que no se debe hacer al hacer un viral. Es más, hay cosas que NO fueron pensadas para ser llamados virales, pero se convierten en eso mismo al entrar al ruedo de Youtube.

¿Acaso Tom Cruise se imaginaba que su fulano acto de brincos dignos del Cirque du Solèil en Oprah lo iba a ver hasta los ciegos? Creo que yo hubiera pagado para entrar de manera ilegal en América -y también en el plató de Oprah- para ver este descacharramiento de amor en vivo y directo

Pero hay algo que no me aclaran por completo los más contundentes case studies, el ROI, los GRPs o lo que sea, y esa fue mí pregunta al profesional:

¿Un viral hace subir las ventas? Leer más “Viral=¿Ventas?”

Don’t DI-lete: Weekly China Digital Influence Update

Seen sand painting online? Well, Liu Yan (DI, SH) has seen something she thinks is even more impressive: water ink art. She hasn’t seen this turned to commercial use yet and thinks it would be great for a brand that wants to be seen as being “with the times”.

刘燕(DI,上海)建议我们看“水影画”,这是一种比沙画更震撼的瞬间艺术形式,而且目前尚未发现比较成功的商业运用,比较 适合一些追逐时尚感和艺术范儿的品牌采用。相信你看了后,也一定被震撼到!


dont_di-lete

Seen sand painting online? Well, Liu Yan (DI, SH) has seen something she thinks is even more impressive: water ink art. She hasn’t seen this turned to commercial use yet and thinks it would be great for a brand that wants to be seen as being “with the times”.

刘燕(DI,上海)建议我们看“水影画”,这是一种比沙画更震撼的瞬间艺术形式,而且目前尚未发现比较成功的商业运用,比较 适合一些追逐时尚感和艺术范儿的品牌采用。相信你看了后,也一定被震撼到! Leer más “Don’t DI-lete: Weekly China Digital Influence Update”

10 Tips For Advertisers To Go Viral On YouTube | Nice article | Recomendado

When it comes to advertising with videos on YouTube most companies are going about it entirely the wrong way. A lot of advertisers are stuck in the 30-secong television ad mentality and don’t know a thing about creating a promotional video that will go viral on the web. YouTube’s Hunter Walk gave a presentation to advertisers at Cannes and emphasized the importance of creating strong YouTube advertisements. He offered up a lot of great tips for advertisers and we’ve compiled them, along with some great viral advertising examples, to help your company create great advertisements for YouTube.


Posted by Megan O’Neill

Evian Roller BabiesWhen it comes to advertising with videos on YouTube most companies are going about it entirely the wrong way.  A lot of advertisers are stuck in the 30-secong television ad mentality and don’t know a thing about creating a promotional video that will go viral on the web.  YouTube’s Hunter Walk gave a presentation to advertisers at Cannes and emphasized the importance of creating strong YouTube advertisements.  He offered up a lot of great tips for advertisers and we’ve compiled them, along with some great viral advertising examples, to help your company create great advertisements for YouTube.

Make Content, Not Commercials

One of the most important things that Walk stressed in his presentation was the idea that advertisers need to stop thinking in the commercial mindset and start thinking about producing compelling content.  An informative video that explains the benefits of your product and how it works just won’t cut it anymore.  You need to tell a compelling story or show something that is so funny or unique that viewers just can’t help but share your video with their friends.

When coming up with a concept for your promotional video, take a hint from some companies that have run successful campaigns.  Let’s take Kia’s new Hamster Commercial for the Kia Soul as an example.  This certainly isn’t you average commercial.  It’s a music video, featuring Black Sheep’s ‘The Choice is Yours’ and a bunch of giant hamster.  Now, this clip is clearly an advertisement for the Kia Soul, but the very fact that it has giant hamsters rapping and riding through the streets in giant toasters, cardboard cars and dryers make it incredibly viral and compelling content.

Note that the company doesn’t skimp on the branding at the end.  After all, branding is always important in advertising.  However, add just enough information about your product to get your name out there and don’t over-do it or you may bore your viewers.

Evian’s Roller Babies campaign is another great example of creating great content, rather than plain old commercials.  When you watch this clip you know that it was made by Evian, but you aren’t thinking about Evian while watching.  You’re thinking about the fact that these babies are dancing!  Try to be transparent in your videos—you want viewers to be entertained without thinking about the fact that they are watching an advertisement.

Think About Long Term Strategy

When coming up with a concept for your viral video advertisements, think about the long term.  One of the best ways to gain recognition is by creating a series of videos with a single concept or character.  This way viewers will get to know your campaign and be excited when a new video comes out.

One of the best examples of this is Old Spice’s current campaign.  The Old Spice campaign is made up of a combination of television and web advertisements and has gone massively viral on YouTube and beyond.  Check out a few of the videos from the campaign. Leer más “10 Tips For Advertisers To Go Viral On YouTube | Nice article | Recomendado”