Upload
katrin-buckenmaier
View
698
Download
2
Embed Size (px)
Citation preview
Viral Marketing in Russia Adapts Foreign Lessons to a Local Environment
2
• Rooted in email advertising (Hotmail), with other forms such as videos, SMS, images, games and e-books later additions
• Viral marketing is an established element of every company’s marketing strategy
• Viral videos are effects-driven and big budget as well as part of multi-channel marketing campaigns
• Most recent successes by established brands, e.g. Evian, VW, Coca-Cola
• Lower ROI than in the early stages as the novelty of viral marketing has worn off
US / Europe Russia
• Video is from the beginning the primary viral marketing medium, although interactive games are gaining in popularity
• Only few companies, and often only Western companies, use viral campaigns
• Viral videos are content-driven and play on novelty and edginess due to budget constraints
• Most recent successes by small start-ups, e.g. Travelmenu
• High ROI as significant brand awareness is achieved despite small budget productions
Medvedev’s New Year’s Speech (released in Dec 2011)
3
• 6 million views on YouTube within 3 months• Site traffic increases 5 times within 48 hours• 90% new visitors• Order volume increases 2.5 times
• Winner of multiple awards on YouTube and in Runet
• Significant additional coverage in social and conventional media in Russia and abroad
A Scientific Approach behind the Creative Process…
4
PROBLEM• The more prominent or intrusive the logo, the more likely viewers are to
stop watching – even if they know and like the brand• People seem to have an unconscious aversion to being persuaded
SOLUTION• Travelmenu only had the Logo at the end of the video, but creatively
played on the theme of ‘travel’ by imagining Medvedev on a beach holiday
Problem 1:Prominent
Branding Puts Off Viewers
PROBLEM• Keeping viewers involved depends on 2 emotions: Joy and Surprise
SOLUTION• 6 seconds into the video the Kremlin as a scenery is moved showing
Medvedev in fact giving his New Year’s speech while on vacation
Problem 2:People Get Bored Right
Away
PROBLEM• Ads that produce stable promotional states generally aren’t effective in
engaging viewers very long
SOLUTION• In the span of 1 minute, the video has 7 surprise changes, which keep
the viewer interested
Problem 3:People Watch
for a While But Then Stop
Note: Problems defined as per a Harvard Business Review article, dated March 2012.
...Ensured Travelmenu’s Viral Success
5
PROBLEM• Shock may get people to watch an ad privately, but will often work against
their desire to share the spot
SOLUTION• Travelmenu’s parody of a well-known annual political event always
stayed light-hearted while still hitting the ‘Zeitgeist’ in the run-up to the elections
Problem 4:People Like an Ad but Won’t
Share it
PROBLEM• Research has shown that sharing depends on the personality type of the
viewers• Extroverted viewers and influencers are much more likely to share
SOLUTION• Travelmenu seeded the ad with key influencers and bloggers within
Runet to achieve maximum exposure early-on thereby leading to a critical mass of viewership within only 24 hours of release
Problem 5:People Still
Won’t Share the Ad
Note: Problems defined as per a Harvard Business Review article, dated March 2012.
Spasibo!
6
Katrin Buckenmaier, Co-Founder and CEO
Corporate Twitter: @travelmenu_ruvKontakte: vk.com/travelmenu
Facebook: www.facebook.com/travelmenuEmail: [email protected]
Katrin’s Personal Twitter: @theanimagroup