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After 10 months, a grand total of 102
million views, 130,000 comments and 500,000 Facebook fans, Evian is
finally putting its babies to work on TV. The ads started running in the
Los Angeles market this week and New York this summer, a change in
strategy for what had been an entirely online campaign, at least in the
U.S.
Heloise Hooton, a spokeswoman for Euro RSCG in Paris, said the video has
appeared on TV in France and Belgium, and also began airing in the U.K.
earlier this year.
That means Danone is finally putting a significant budget behind Evian's
campaign. It may also mean that the company is seeing the limits of its
online video strategy on actual sales. "While we are expanding into
traditional media in order to broaden even further the reach of the 'Live
Young' campaign, online remains a major pillar of our strategy," said
Jerome Goure, VP-marketing at Danone.
Of course, paid placement on YouTube was an important part of getting and
maintaining views, but a YouTube exec says Evian paid less to promote the
video than you'd think. Euro RSCG said it has used "minimal" paid
promotion to place the video on YouTube's home page in a given market, and
then it has let fans of the roller-skating babies take over.
Babies aside, Wieden & Kennedy had another huge week on the Viral Chart,
with more than 13 million views between Old Spice's "Odor Blocker" and
Nike's "Earl and Tiger." That doesn't include Wieden's "The Man Your Man
Could Smell Like," which had nearly 1.5 million views last week.
Those two videos made it a big week for the Viral Chart, according to the
folks at Visible Measures. Collectively, the top 10 ads brought in 21
million views, a weekly total outdone only by the week after the Super
Bowl, which had 43 million views.
It's possible we had something to do with that. Six of the top 10
most-watched ads last week -- including two videos returning to the chart
-- were "featured videos" on YouTube when Ad Age curated the home page
during the same time period.
Source: AdAge, 04/15/2010 |