The anatomy of a successful YouTube marketing campaign seems hard to fathom: while ad agencies long to find that secret sauce to take an online video to the top of the charts, few succeed. This week’s YouTube marketing champion uses a tried and tested formula: cute babies, and a bizarre situation.
The video, which ranks 3rd overall on YouTube this week (after two Michael Jackson videos), has racked up nearly 3 million total YouTube views at the time of writing.
Meanwhile, Ad Age’s viral video chart (which uses Visible Measures‘ web wide video tracking to rank online ads) ranks the clip in 2nd place on the wider web this week, being beaten to the top spot by the return of Air New Zealand’s “body paint” ad. That ad uses a more provocative hook: young cabin crew and pilots with their uniforms painted on.
The differing rankings are explained by Visible Measures’ methodology: the company tracks 150 video sites (including YouTube), and tracks multiple postings of the same clip. Their numbers count the Evian babies ad racking up 1,845,389 views so far this week compared to 3,978,561 for the resurgent Air New Zealand ad. Third place goes to the Internet Explorer projectile vomit ad, despite the fact that it was removed by Microsoft after a negative reaction by viewers.
With the addition of outbound links on videos, YouTube has increased the potential value of these campaigns: in this case the skating baby video links to Evian’s “Live Young” site.
Reviews: YouTube
Tags: skating babies, youtube
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