Babies on wheels
She instinctively thinks of the uber-popular American video 'Roller Babies', see below. In it you see an army of babies in filthy rompers making all sorts of cool moves and indulging in college roller-skate acrobatics, accompanied by the old-school hip-hop classic 'Rapper's Delight'. In July 2011, 'Roller Babies' was listed in the Guinness Book of World Records as the most viewed online video advertisement ever. A party for sender Evian in America, you would think. On the contrary, the mega-successful viral caused a major dip in sales in America from the moment the viral was released in July 2009. 28 percent in the first two quarters, 26 percent in the third and 19 percent in the fourth.
https://www.youtube.com/watch?v=XQcVllWpwGs
Diaper advertising?
Not surprising. Here too: what is the link between spring water and boys in rompers? 'Roller Babies' looks much more like an advertisement for diapers. 'Stays in place under any conditions, even when your baby is doing the craziest antics on roller skates'. Or the viral could have been an advertisement for a brand of roller skates. 'Even baby can do it on our skates.' 'Live young' is the pay-off of Evian. And that should explain the link to the roller-skating baby invasion. Why not have someone take a sip of spring water at the end? To at least make the link to the sender. But no, too easy. The brand should be completely out of the picture, think advertising people. When making the viral, they mainly pay attention to fun.
Fun instead of sales. Videos must have a high level of azerbaijan mobile phone number list cuddliness and be as shareable-fähig as possible. To guarantee as many views, likes, RTs, shares and other soft KPIs as possible. More important than that people at least remember who the sender is and what the video is about. Fun is paramount when making an online video. Surprise, something remarkable, wow. Only then will people share the video, is the underlying idea. And that's certainly true, Akpinar agrees. People like to share surprising and remarkable content. That gives them social status. We share stories or videos in which a brand is too emphatically jubilant or with a too pregnant sales approach less eagerly: 'imagine that friends or others in your network think that you might work for that brand.'
Translate your brand to viral
That's why advertisers focus on what Akpinar calls ' soft sell ' when making an online video . That soft sell increases the ' share rate ', someone's 'willingness to share ' and ' ad evaluations' . On the other hand, you have ' hard sell '. Good for ' brand-related outcomes ', such as ' brand evaluations ' and willingness to buy. Isn't that what you want to stimulate when you make an expensive online video? That works when you make a brand an essential and self-evident part of your online video, Akpinar advises. And when your video is a translation of your brand or product characteristics or a concretization of the typical brand or product distinction. In such a way that it does not come at the expense of the fun and entertaining nature of the video.