How many views does Evian baby have in Youtube?
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 (YouTube)), and tracks multiple postings of the same clip. The
hat’s at least part of the thinking behind Evian’s new advertising campaign, which has taken off on YouTube, thanks to a troupe of infants breakdancing and roller-skating across the screen. The campaign, called “Live Young,” broke last week and has gotten more than 2.8 million views on YouTube in the U.S., and another 2.3 million internationally. Sources: http://blogs.wsj.
