While we generally cover online video from a viewer’s perspective, today I’d like to make a few points on marketing with video after taking a gander at Lenovo’s latest project. As you probably know, for the last several years both Mari & I have guided a variety of tech companies in their online outreach strategies. And I’ve found outsourced (and often overpriced) professional “viral” video projects (aka commercials) rarely pay dividends. That’s not to say companies shouldn’t go down this path. However, they need to determine beforehand what their goals are and who their audience is… and then how to reach/meet them within their prescribed budget. And, if they ultimately decide on video, expectations must be tempered – because there’s no guarantee it’ll go “viral.”
An interesting case study is one former client/employer who began a video project, running tens of thousands of dollars. The company never had a clear idea what the goal of the video was, and the project was greenlighted solely because a board member was fired up on the idea. So an agency put together a humorous and profane video (NSFW) which might have had the teen and college crowds chuckling. However, the company pitches premium products and research indicates their customerbase is aged 35-55. See the disconnect? Eventually the company did too, and killed the video (as I suggested) before blowing through their entire budget.
Related, companies need to perform some due diligence. I figured that’s now the case, given the new economic realities. But at CES I saw a well-funded company employing a team of “viral video experts” on site. Upon researching their product, I discovered they see as much traffic as a medium sized blog and the average video is only viewed a couple hundred times. Probably not worth the thousands of dollars being invested. (Good on them for bilking the ignorant?)
Back to Lenovo’s video (above)… I’m under the impression this was outsourced (and probably at significant cost), which may not talk to their target audience and won’t move much product. (Assuming, that’s their goal.) Compare with what I believe was an internally produced Lenovo video, on a shoestring budget, that saw a huge positive response across the blogosphere. It’s all about ROI. How can you get the most bang for your buck in conveying your message? And speaking of investments, the most overproduced “viral” video (which I thoroughly and repeatedly enjoyed) has to be Samsung’s Omnia unboxing:
While the blogger spoof is quite entertaining, it didn’t tell me a thing about the Samsung handset. And, in fact, I’ve yet to see even one Omnia in the wild.
Aliph also deployed a highly produced Jawbone series last year which I found utterly ridiculous and juvenile when pitching a premium, adult product. And here’s a Mio GPS video which no one watched.
Dave, Brilliant post… Now, at meetings, I can just refer to this post instead of trying to prove my point in my own words.
Yeah, amongst the uninitiated these videos seem like a great idea. If the goal is brand/name recognition, the company will be more pleased with the results. But I’ve yet to see any concrete evidence that humorous/silly/edgy web videos effectively and significantly increase sales. There are many other more effective ways of investing tens of thousands to engage the online community. And again, any company going down this path really needs to quiz whatever marketing agency is making the pitch to see how their prior efforts have benefited prior clients.
If the goal is authenticity and open communication, as many “Web 2.0” or “Social Media” strategies are, these professional videos miss the mark. I’d much rather see a video produced internally. Which starts a conversation, rather than a polished monologue of a commercial.
i think that these large companies think “viral” but the end product becomes very refined and the obviousness kills the viral aspect…
i like the second video…
Wait. Wait. You guys say you hate viral advertising, but love the 2nd viral video?
Viral advertising works- and there are case studies of viral advertising selling a product, you just need an agency that knows how to do it (see 2nd video in post).
Diggles, you had me until you said see that Samsung video. Have you see one Omnia anywhere? Didn’t think so.
And I didn’t say viral video doesn’t work, I’m saying companies need to evaluate the costs and the realistic potential return on that investment. (And perhaps what else they can accomplish online for the same money.) Of course, most companies have no clue and the firm making the video is usually the only one that comes out ahead. By the way, would love to see those case studies. Links?
Dave, yes. Too many companies have been throwing money into virals without realistic evaluation. I agree. But I still think the Omnia video is good. And, it says omnia all over: in the title of the clip, on the box, the device raises up in the video, and a miniture dude even lights up the name ‘omnia with a flaming arrow! How does that not mention omnia?
As for case studies, I’m sure they’re hard to find- only because so many people do virals wrong. But here’s one: http://www.theviralfactory.com the site is flash so i don’t have a direct link. but click on ‘work,’ then ‘case studies’ then click on ‘Sony Playstation: Giantology’ I think it’s a pretty compelling argument.
What about Blair Witch Project? Cloverfield?
I win?
Never! ;)
Regarding seeing Omnia, I didn’t mean seeing/hearing it in the video. I meant have you ever seen the phone out in public, as in does anyone own one? Then again, maybe that’s isn’t entirely fair since it’s not readily available from a cell carrier in the US. Making their viral video marketing even more puzzling.
Not so sure about Cloverfield. But everything about Blair Witch, including their shoestring viral marketing techniques, was a huge success. Of course, they were one of the first. And again, I’m not saying viral marketing can’t be an effective tool – I’m very specifically saying CE tech cos (my area of expertise) need to carefully evaluate what they’re investing against what they hope to accomplish.