Creation of viral video. A safe bet!

 

The effect is viral and their potential in Digital Marketing. Place a bet on the creation of viral video, in producing effective video and find out how to transform the internet users into a powerful marketing tool.



The Web plays today a central role in our lives. A tool only available to a restricted number of people, the Web has evolved such that it became widespread and easy to access, in most of the developed countries. In the Mainland, the your access has increased from 2.4% to 62.9%, in the last 14 years. For this to happen, greatly contributed to the technological evolution is felt, especially in the last decade, as well as the increased supply on the part of the providers of access to the internet, which has grown exponentially, making it possible to the great majority of consumers at affordable prices, in the use of this service, particularly in our country. Currently, about 52% of Portuguese households have internet access.

Due to the evolution of the Web and above all to the way in which it is used, the communication went on to be in real time, and consumers are going to be in direct range of the owner, without the existence of any intermediary in this process. With the emergence of Web 2.0, Viral Marketing has been gaining importance and began to be chosen by the companies, as a channel of communication to use to advertise their brands, products or services.
Viral Marketing is, as its name indicates, to propagate messages such as these if they were a virus, whatever its medium (video, text, image, etc.) It is, thus, created a network intangible assets, nevertheless powerful, of potential consumers.

There are several examples of brands that have invested in Viral Marketing campaigns, and that they saw your bet rewarded. The success of such a campaign can be measured in several ways. In the case of a video broadcast, for example, through YouTube, the number of views is a good indicator of its popularity. The sales of the product or service, during and after the broadcast of the campaign, there will also be a great indicator of success.

In Portugal, although this technique of communication is not yet widespread, there are already some interesting cases, in particular at the Sporting Club of Portugal. With the aim of promoting the Gamebox, an annual ticket to watch the games of the club, in the season 2007/2008, he was made a micro-site that the supporters of Sporting clube de portugal came to visit, and which contained a video where they were asked to put your phone number in a small form. After this action, a call pre-recorded and done in real time, of the then team coach, Paulo Bento, was received by the adept in question, explaining that his presence in the stadium, it was critical to motivate the team, at the time that was approaching, and this presence is essential to the performance of the club.

The uniqueness of this campaign became a phenomenon of the media on the national, not only among the club's supporters, but in the general population. According to the website of the newspaper Media & Advertising, have been estimated at 150,000 calls until the end of the month of August in the year in which this action took place (2007).

Another case, much of the media at the time, was that of Old Spice, a brand that belongs to the vast portfolio of Procter & Gamble, and that it has various ranges of products dedicated to the care and personal hygiene, the male. His first film, titled “The Man Your Man Could Smell Like”, released in February of 2010, via YouTube, had as initial objective to promote a gel-bathroom of the brand. However, the success of this first film was such that other products were covered by this type of communication, and new videos were made.

The initial promotion had surprising results. According to data published by the Old Spice, videos of these actions viral of the brand were seen, approximately 105 million times; your profile on the social network Twitter had an increase of followers in the order of 2700%; the interaction in your page of Facebook has increased by 800%, and there was an increase of 300% in traffic to their official page. And most important of all, the brand sales have also increased, and in June 2010, after being published two new films, these came to grow up to 107% (as provided by Nielsen)!

See our portfolio of video, where you can find many examples of videos produced by the regime design agency.





 
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