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Entries from Digital Intelligence tagged with "youtube"

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Case study: How Orabrush got 16m YouTube views on a $500 budget


In this case study, Orabrush made smart use of YouTube to create buzz around the brand and generate sales. The dental brand's YouTube video generated 16 million views with a budget of just $500. After 2 years the results are 160,000 followers of the ads on YouTube, 43 million views and 1 million brushes sold online

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Brand: Orabrush |Media: YouTube | Country: Spain |Sector: Oral Healthcare| Format: YouTube Video

View the first YouTube commercial | View the case study 'How they went to Walmart' | View the infographic | Read the Google Blog


Digital Vs TV spend: Cadbury's online video advertising gets 4 times more ROI than TV


Cadbury's "Chocolate Charmer" online advertising campaign provided ROI almost 4 times higher than their TV campaign. The chocolate brand ran a cross-media campaign for its Dairy Milk brand, covering TV, online ads and YouTube promoted videos. Despite only investing 7% of its budget in online, the brand saw the sector generate 20% of the sales. This case study from Gfk NOP highlights to growing power of online advertising in the marketing mix.

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Brand: Cadbury’s | Media: YouTube, TV, Social Media | Agency: Fallon London | Country: UK | Sector: FMCG

11/08/2012  |  Full story...

YouTube Case Study: Coca-Cola ‘security camera’ ad gets 5m YouTube views in one month


This heart-warming video from Coca-Cola continues the beverage giant’s ‘Happiness’ brand message, turning the negative perception of security cameras into something much more positive- boosting customers perception of Coke in the process. Historically, Coca-Cola has understood better than most that if you make people feel good while watching your advertising, it rubs off on your brand. The video has racked up over 5.4 million YouTube views and 44,500 ‘likes’.

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Brand: Coca-Cola | Media: Video, YouTube | Country: Global |Sector: FMCG | Agency: Landia

YouTube case study

11/08/2012  |  Full story...

The shortest ad ever- OCD ‘1 second’ videos create YouTube buzz on a $0 budget


The International OCD foundation reached tens of thousands of people with a series of one second long videos, aimed at helping viewers experience the symptoms of obsessive compulsive disorder (OCD). Rather than explaining the effects of obsessive-compulsive disorder at length, they used a 1-second text-only ad to demonstrate the frustrations people with OCD experience first hand. The ad is too short to read in one viewing so, as the title explains (and even challenges) “You may have to press play more than once …”

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Brand: NHS |Media: YouTube ads | Country: Israel |Sector: Healthcare | Agency: McCann Digital | Format: YouTube Video

YouTube video Video Case Study

11/08/2012  |  Full story...

Case study: Ace uses soap-opera style mystery to create awareness and triple sales


The Brazilian campaign saw detergent brand Ace use consumer insight and an integrated use of media to reach 8.7 million people in less than three months. Ace created a campaign in soap opera style, an episode with 5 different endings, presenting five suspects for a great mystery: Whose is the grubby bra? The suspects defended themselves. The mystery was heated trough placement in TV shows, films on Facebook page and consistently engaging digital content. It also led to word of mouth in Twitter, blogs, radio stations talking about it and parody. The campaign reached 2.3 million people on Facebook with more than 60,000 fans and 227,000 visualizations on YouTube.

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Brand: Ace | Language: Portugese (Brazil) | Format: Marketplace Ads, Facebook Premium Ads, Facebook Pages| Agency: Leo Burnett Tailor Made

Facebook case study | YouTube advert


Video viral case study: P&G’s ‘Olympic Moms’ ad gets over 4m YouTube views


Procter & Gamble embarked on the company’s biggest campaign in its 174 year history, using its Olympic sponsor status to push an emotive message celebrating mothers worldwide (a key demographic for the FMCG brand). P&G’s ‘Best Job’ video has taken off since launching April 17. More than 4m people watched the video on the main site, which has been seeded in different languages to appeal to different territories.

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Procter & Gamble | Media: YouTube, Viral, Video | Country: Global | Sector: FMCG personal care | Objective: Build brand equity, drive trial | Format: Viral Video »

11/08/2012  |  Full story...

Viral marketing case study: TNT’s ‘dramatic surprise’ becomes second most shared YouTube ad of all time


In April 2012, Belgian TV channel TNT posted this ad on YouTube, getting 23m views in just one week and becoming the second most shared video on the website. Published on April 11, the 'A Dramatic Surprise On a Quiet Square' video campaign has clocked a whopping 30m views and 250,000 likes with a fortnight. This case study takes a look behind the success...

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Brand: TNT | Media: YouTube, TV, Social Media | Agency: Duval Guillaume Modem, Belgium | Country: Belgium | Sector: TV, Media

11/08/2012  |  Full story...

Case study: Tipp-Ex's ‘Hunter and Bear’ return with time warp YouTube viral


In 2010, Tipp Ex’s A Hunter Shoots a Bear’ viral was one of the first (and still the best) interactive YouTube virals ever. This follow up offers a ‘timeless’ new twist on the formula, and racked up over 9m YouTube views in less than a month. In the first season of the adventures of the Hunter and the Bear, the tagline asked viewers to "White and Rewrite THE STORY." Back for a second season, the tagline this time invites viewers to ‘White and Rewrite HISTORY’.

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Tipp Ex | Country: US | Sector: FMCG | Objective: Build brand equity | Format: Video Viral, Social Media »

11/08/2012  |  Full story...

The new Old Spice? Dollar Shave Club viral video gets 3m YouTube views in two weeks


This witty Old Spice-style video ad from the Dollar Shave Club might just shake-up the shaving industry and give Gillette something to worry about. The viral video posted on YouTube garnered 3 million views and 32,000 'likes' within two weeks of going live in February 2012.

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Brand: Dollar Shave Club | Media: YouTube, TV, Social Media | Country: US | Sector: FMCG

11/08/2012  |  Full story...

Online video tips for content – Longform videos boost web marketing effectiveness

Video is a key tool for boosting brand equity and the latest online video tips for content prove the impact that longform video content has on web marketing effectiveness. The key takeout from new research? Don’t stop you’re online video at 30 seconds.

JoAnna Abel, VP of Marketing at FreeWheel was interviewed by Beet.TV to discuss the report:

10/08/2012  |  Full story...

Apple-Google break-up continues: YouTube app removed from iPhones

Apple's forthcoming iOS 6 operating system will no longer include the YouTube app, a feature that has shipped with the iPhone since the device debuted in June 2007. The move marks another milestone in the growing division between Google and Apple, as competition between the technology giants becomes more intense. As Google has pushed into the market with its Android software, now the most-used smartphone operating system, the relationship between the two companies frayed.

09/08/2012  |  Full story...

Case study: Procter & Gamble takes Olympic sponsorship to 34 brands

Procter & Gamble's Olympic sponsorship is set to generate an addition $500m in sales according to its CEO. This case study looks at how the FMCG giant is using the digital channel to push its umbrella Olympic message across 34 of its brands. In announcing the firm’s positive Q2 results, Proctor and Gamble CEO Bob McDonald has cited P&G's Olympics sponsorship as an example of its "scale brought to life". Covering 34 brands and 4m stores over six months, this umbrella campaign should yield $500m in incremental sales, and a payback 50% higher than single brand efforts, he predicted.

08/08/2012  |  Full story...

Video viral of the week: KLM plays airline matchmaker with ‘Meet and Seat’

KLM’s quirky ‘Meet and Seat’ passenger matchmaking campaign has already drawn many plaudits. Now it’s ramping up awareness with a number celebrity endorsements on YouTube. See why it’s our video viral of the week here…

07/08/2012  |  Full story...

Video report- the growth of the connected TV

While traditional TV is still the major player in most US households, DVRs now appear in 44% of homes, up almost 80% since 2007. This report and video from Nielsen looks at the rise of connected TV, and how it will impact marketing in the future.

06/08/2012  |  Full story...

'Map of the internet' shows size of web giants

Google, Facebook and YouTube are the biggest sites in the world, followed by the likes of Baidu and qq in China, according to a new graphic looking at global web use. The map, depicting the size and relationships of the biggest 350,000 websites in the world, was created by Ruslan Enikeev. He measured 2 million links from 196 different countries to create the interactive graphic.

03/08/2012  |  Full story...

TV on the web and YouTube – New marketing approaches

YouTube makes its play in Europe to become a mainstream TV channel provider. The UK has been selected for piloting a series of special YouTube channels, with the country’s leading TV production houses commissioned to create the programming. News provider ITN, and entertainment creators Maverick Television and Hat Trick Productions are a few of those lining-up the initial investments. It’s a new marketing approach for YouTube as a media property and one that offers new marketing approaches for brands looking to use TV on the web and YouTube in particular. For YouTube’s parent, Google, this is also a fundamental shift into content creation and broadcasting.

03/08/2012  |  Full story...

Digital Intelligence July 2012

Digital Strategy data - Digital Intelligence July 2012

As the first 'social' Olympics gets underway, some over-zealous sponsors are already feeling the wrath of Twitter users, and this month we look at why brands are succeeding (and failing) at the games.
July was another tough month for Facebook, as its ad revenue growth dipped and shares fell. The social network has come under fire for allegations that bots are creating fake 'likes' - ramping up the prices for ads. Can Facebook stem the flow of bad publicity and turn its mobile growth into profits? We've got Zuckerberg's latest attempts at monetisation below, including job boards, a 'want' button and social search ads.

Google and Apple's rivalry has intensified, as the £159 Nexus 7 goes on sale to undercut the iPad. Leaked videos and reports suggest Apple will respond with a majorly revamped iPhone and iPad Mini this September - we've got the video below, (possibly) offering the first glimpse of the iPhone 5.

Top data this month looks at ad spend growth around the world, with digital leading the way in all territories. We also compare mobile ad revenues from Facebook and Twitter, and have the latest infographics on social media ROI along with the best times to post brand messages on Facebook and Twitter - can you guess the top weekly time slot to reach your audience?

Read June 2012

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Google boosts social media with Wildfire buy

Google has bought social media management tool Wildfire for $250m, as the firm looks to rival the likes of Facebook and Twitter. US-based Wildfire was co-founded four years ago by Victoria Ransom and Alain Chuard. The firm is focused on helping brands optimize their presence across various social networks. It offers a software platform that integrates directly with Facebook, Twitter, YouTube, and LinkedIn. The terms of the purchase were not disclosed.

02/08/2012  |  Full story...

YouTube adds "Face-Blur" tool to protect privacy

YouTube has launched a new tool letting users "blur" the faces of subjects before uploading them to the website.

24/07/2012  |  Full story...

Tips for food marketers using brand website: Low cost video

Think about how you can use low cost videos to illustrate key steps within a recipe or professional techniques for common jobs such as slicing onions or peeling vegetables. To make these cost effectively use simple “soft studios” such as kitchens you already have built in the office, use non-celebrity chefs and host them on YouTube. Keep the videos short and quick to load so that a user can watch whilst they are preparing the recipe. Remember as well to make sure the video is formatted for phone or tablet, this is what they are likely to have in the kitchen!


YouTube Playbook for marketing– creating and optimizing online video content

YouTube Playbook

Are you creating online video content? Are you optimizing online video effectively? Are you wanting to build strong always-on online content? If so, then the latest tips come in the form of this YouTube Playbook for marketing managers.

The YouTube Playbook that has been produced by YouTube’s owner, Google, and pulls together best practice examples from across the globe and across dozens of industries. It explains the processes to really help your YouTube strategy fly, and here at the Digital Training Academy is part of our deep dives in video content design.

The Playbook is split into a number of practical sections that illustrate how you can make an always-on video strategy that delivers real value.

• How to use and develop a successful branded YouTube channel?
• How to design content and program calendars?
• How to optimize the content so it is discovered through search?
• How to build a community through YouTube and engage with consumers?
• How top integrate branding and calls to action that work and deliver real value.
• Using analytics with YouTube so that you can tell when you are winning and real optimize to deliver the highest ROMI.

Read full report: YouTube Playbook for brands and agencies


Measuring social media buzz: Most user chatter about companies ‘happens on Twitter’

Companies in the Fortune Global 100 were mentioned a total of 10,400,132 times online during a month-long period, with the majority of these mentions appearing on Twitter, according to a new report. The Burson-Marsteller Global Social Media Check-up 2012 examined the Fortune Global 100’s use of popular social networking platforms including: Twitter, Facebook, YouTube and, for the first time, Google Plus and Pinterest. This year, Visible Technologies provided data on social media users’ discussions of companies online.

18/07/2012  |  Full story...

Autodesk buys smartphone video app Socialcam for $60m

Software maker Autodesk has bought social-video service Socialcam for about $60 million to expand in consumer markets. Socialcam offers a smartphone application and Web-based service that lets users capture, edit and share videos. The application, available at Apple’s App Store and Google’s Play Store, has been downloaded more than 16 million times since it was introduced in 2011, Autodesk said today in a statement.

18/07/2012  |  Full story...

McVities Facebook campaign gets fans sharing cake coupons

United Biscuit’s cake and biscuit brand McVities has launched a ‘Bring Out The Cake’ campaign, designed to get Facebook fans sharing coupons to promote the brand’s cake range. The firm is working with to manage the digital coupon element of its national campaign created by independent marketing agency, RPM.

Watch the YouTube ad here:

18/07/2012  |  Full story...

Digital Vs TV spend: Cadbury's online video advertising gets 4 times more ROI than TV


Cadbury's "Chocolate Charmer" online advertising campaign provided ROI almost 4 times higher than their TV campaign. The chocolate brand ran a cross-media campaign for its Dairy Milk brand, covering TV, online ads and YouTube promoted videos. Despite only investing 7% of its budget in online, the brand saw the sector generate 20% of the sales. This case study from Gfk NOP highlights to growing power of online advertising in the marketing mix.
More on this Case study

More on this case study:
Brand: Cadbury’s | Media: YouTube, TV, Social Media | Agency: Fallon London | Country: UK | Sector: FMCG

14/07/2012  |  Full story...

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