Uploaded byFM Signal
Case Study Google
YouTube is the #1 online video site and the 4th largest site on the internet with over 100 million US visitors per month and 420 million worldwide visitors. The document discusses how Google used YouTube to promote Barack Obama's 2008 presidential campaign, which leveraged Obama's momentum and focused on optimism and refreshing the brand. It details how Obama's YouTube channel had over 4.8 million views compared to John McCain's 1.6 million views, showing Pepsi chose the right context. The community responded to the campaign with over 104,000 submissions in 18 days, showing how a splash can be made without a viral hit.
More Related Content
Case Study Google
- 1. Case Study: GoogleEileen Naughton, Director, Media Platforms Google
- 2.
- 3.
- 4.
- 5.
- 6. Size Matters YouTube…100M US visitors per month 420M worldwide visitors per month … the #1 Online Video Site #4 largest site on the internet 20 hours of video uploaded every minute 5.9B video streams each month 40% of all video views online Sources: comScore VideoMetrix; comScore MediaMetrix; Internal Logs
- 7. Dear Mr. PresidentCampaign: The Concept Focus on optimism Rebuild and “refresh” brand Build awareness and inspire millennials around the inauguration Leverage Obama’s momentum Refresh Everything
- 8. Pepsi Chose TheRight Context… 4.8M Views of Most Popular Obama Video vs. 1.6M Views of Most Popular McCain Video 28,750+ Subscribers to Brand Channel www.youtube.com/barackobamadotcom www.youtube.com/johnmccain 83,000+ Subscribers to Brand Channel
- 9. … and TheMost Active YT Audience Massive audience and high engagement for Millennial target 60% Of all subscriptions, comments, videos favorited, and votes (contests) 50% Of all site uploads and videos shared
- 10.
- 11.
- 12. refresh everything ChannelUsers submit text messages to President Map reflects submission location Users submit videos to President Launched seed content with 20 videos, then 5 celebrity videos in the following week Two call-to-action videos inspired users to submit
- 13. Pepsi At TheRight Place, Right Time
- 14. Not Your AverageBanner Ads
- 15. Reaching Millennials Anytime,Anyplace Sponsored Channel Text Ad on YouTube Google Network Placement: huffingtonpost.com YouTube Google Content Network
- 16. The Community Responded Over 104,000 submissions in 18 days
- 17. Make A SplashWithout A Viral Hit
- 18.
- 19.
Editor's Notes
- #15 The takeover was powerful, meaningful, and drove considerable views and impressions. But targeted media also brought the program to users across various sites. These weren't your average banner ads. This campaign was driven by some incredible rich media units – that kept both the campaign and the user top of mind. Video ad units distributed their key videos – generating awareness by allowing users to watch video within an ad unit. Two rich media units allowed for users to participate and submit directly from their destination, no need to access YouTube or pull out their cameras. This video upload unit was PIONEERING, and received great industry press, and others are following suit. We anticipate much more of this to come n the future....