What if more brand marketers would listen to their targets better? If they would mash-up the long tail power of the internet and branded online videos? It might offer them some powerful weapons of mass affection? In this article, some interesting facts & figures about Heineken, thanks to online video metrics partner ViralTracker and MetrixLab.
We are always trying to give marketers new insights about virals and smart social marketing. Cases that might inspire them to jump in. A year ago, Heineken International launched it’s social responsibility campaign Know The Signs in several markets, including some online videos that were ment to become viral weapons of mass affection…
Due to the fact that this was no short term campaign, but a long term brand program, London hot shop Ruby agency teamed-up with social marketing agency SocialMedia8 and decided to create 3 branded online videos for Heineken.
The videos were seeded towards Heineken fans, bloggers, other many other video portals and social networks across the 10 target markets. Tracking was being done by online video metrics company ViralTracker.
What Heineken learned from ViralTracker? Which online video created the highest reach (free media) among the targets. Which online video was the most popular and engaging to their target audience. What were the cost per contact of the online videos.
Another learning: Due to great creativity of the video content and smart natural seeding, the costs per contact of the videos dropped from € 0,10 (average for paid seeding of clip views) to € 0,03.
And many other insights, like i.e.: Can the long tail power of the internet, help us to gain awareness with branded online videos for a longer period? Also for 180 or 365 days? And maybe even much longer?
We had frequently seen great online videos that did well after 500 days, if the initial social media planning and seeding had hit the VSPOT.
We discovered that the reach and engagement of Heineken videos kept growing. Even long after the natural seeding had stopped. We saw a second and a third viral wave in the campaign. Igniting without any helping, plugging or pushing.
And today, even when the videos were in the wild for over 365 days since the launch of the campaign, the videos are being watched around 10,000 times a day!
But beyond reach, free media, viral effect and engagement of online videos, there were more learnings. The online campaign, including the online videos, pushed Heineken’s aided awareness +11% and the brand preference +6% among the exposed target audience. Stdu done by MetrixLab.
So I do realize that the affiliate and performance marketers have embraced the internet to increase leads and sales, and love the internet to drive offline and online Business Objectives.
However, this case proofs that online video can also increase Brand Objectives. So in the future, we’ll try to give you more BOBO insights.