1. Humor: Yes whether planned or not, most viral videos are funny in some way. If you’re in the category of “I WANT a viral video” then I would suggest that a brand utilizes most of their budget on a Creative Director and savvy comedy scriptwriter. Failing that you may need to strap a Go pro to your forehead everyday for a chance to capture some epic event that’s newsworthy.
2. Budget: Most will come in at the low budget level, but not necessarily. Content is way more important than budget. Dollar Shave Club pulled off a low budget planned viral video with great success.
3. Provoking: A viral video often has either thought provoking or downright ‘OMG’ reactions from its viewers. Such as the poor kid featured in ‘David after Dentist’
4. Surprises: These come in many forms and lots of ‘planned’ wannabe viral videos fail under this category for obvious reasons. However those that are not planned can reap huge rewards in the viral video stakes, for example Simon Cowell’s X Factor in the UK had a huge hit with the unlikely pop star ‘Susan Boyle’.
5. Topical: Keep it current. Many will feature current trends, news, politics films and music. Unfortunately, most of us were unable to be spared of ‘that tune’ by the now overnight pop sensation Psy. The most viewed video online ever with 1,571,307,743 (btw I’m the 3 on the end, I managed to not view this video until writing this piece!) And if you’re brave enough, you can always jump on the back of such success and release the baby version for a mere 2,183,160 views.
Another viral video of 2012 was certainly topical with the release of Skyfall. A great concept coupled with a twist on an iconic tune and the feel good factor of the Bond franchise, made this an obvious choice for Coca-Cola!
On that note you have the masters of advertising who I like to refer to as the trickster, pulling off a charade with subliminal advertising. This video was released a few months ago but re-surfaced the same week of the Boston Marathon tragedy so it had instant share appeal with everyones’ mood being somewhat somber and in need of a lift. I shared it on my facebook status then I watched it again as the likes soared on my post. Only then did I realize that the video was very likely put together by the most recognized brand in the world, Coca-Cola. The funny part is that I once worked for Coca-Cola for several years and I didn’t catch it straight away. Watch the video and see what you think! It’s a conspiracy, but I’m feeling Coca-Cola made it.
So when planning a viral video, try to use a few of these elements but realistically, it takes a whole bunch of luck, somewhat like winning the lottery! Bonne Chance!
Advertising in 2013 is certainly an interesting time. With online content and constant changes to the formats of social networks to allow for better advertising opportunities for business, we’re in an ever-evolving environment. However one thing that’s remained constant in recent years is the success of a viral video on a brand.
For the past two years, my phone has been ringing daily with the request “I want a viral video”! And for those of you in advertising I’m sure you hear my pain. To the tune “we want eyeballs” and believe me, we want to create a genius masterpiece that fits that bill also! And we’re not alone. So what are the successful key ingredients that take what maybe an everyday video to suddenly turn viral?
First I’d like to clarify. What exactly is a viral video?
In short it’s a video that becomes popular online without having any traditional advertising to support it. Viral videos live online and are shared via social networks and email.
There are two types of viral video in my world, those that were planned (usually for brands and businesses), and those that were born as happy accidents with no advertising goal in mind. Such like the sweet video of the two brothers “Charlie bit my finger!”
So my phone has rang, and we’re challenged with pulling off a ‘viral’ video for the client. As the creative shop, we need to provide a killer concept that not only sounds good to the client but ultimately will send their brand into the social media stratosphere and become an overnight success.
All sounds so simple however there’s usually one problem, the nervous client! Getting buy-in on concepts is the biggest challenge for ALL creatives’ in ALL ad agencies. With brand reputations on the line, many clients are nervous to agree to anything out of left field, and so your pitch to them is key. Client trust is everything and the folks over at DraftFCB Chicago certainly know a thing or two about that. The latest video to go viral is a risqué but hilarious ad for Kmart.
Utilizing a clever scriptwriter‘s talents, the play on words is a winner all the way. Getting the buy-in on that concept was huge and hats off to the Kmart execs for putting their trust in those creative genius at DRaftFCB. An approach that paid off for KMART big time.
Stay tuned next week for Part 2: So what are the top 5 commonalities for viral videos?
Will they have your back? The right creative agency will keep your brand’s best interest in mind.
When it comes to choosing a creative agency for your advertising, branding and design needs, personality fit counts for a lot. After all, you’ll be working closely with these people in high stakes, deadline-driven situations. The fit can be determined almost instantly when you meet them in person, but in the mean time, how do you narrow your search? Keep in mind the following:
1. Size vs. Value: The bigger you go, the more cooks you get in the kitchen. This can be a good thing: many of the large multi-service advertising agencies have a team of strategists and creative directors that can provide great ideas and insight. You’ll be paying for that expertise and it takes time to get your message heard by a large team. Keep in mind that even the large agencies usually still outsource the animation work, so you’ll be paying a mark-up on those services. You can go directly to an animator to get the work done, but generally you’ll be providing a lot of the prep work, from strategic planning to copy writing and audio. Medium-sized creative firms generally offer strategic branding and campaign services, experienced producers and a team of creative minds who are all used to delivering the whole enchilada quickly and to budget. Smaller agencies may impress you with lower pricing, but beware they have the adequate resources to handle the full project. They often outsource much of the work to keep overhead costs down, and can get caught if their go-to partners are busy with other projects.
Do you want to be the first? Your project could be a win/win or a big mistake.
2. Guinea Pig Pitfalls: It’s easy for creative companies to become experts in a particular style or step in the creative process. After all, doing good work leads to more of the same work. So when you’re shopping around for a creative partner, make sure they have a solid track record of doing the kind of work you need. They may lower their bid for the project because the work would provide a nice addition to their portfolio or could be a strong case study for them. Maybe this is a win/win. Or maybe you’re gambling with your limited marketing dollars.
The best creative agencies don’t just tell you what you want to hear.
3. Timing is Everything: Is your timeline realistic with the expectations you’re setting for the work? This question is valid when planning any project really, but in the creative world, a misalignment in timeline expectations happens a lot. A creative agency can turn around a really complex project quickly, but not if you need time for them to incorporate your notes and test it with a market sample. They’ll likely say yes to the project, but be open to considering any recommendations you get regarding adjusting the scope to maximize quality and effectiveness. The best of the best pride themselves on making great creative work for their clients – that also drives bottom line results.
Start shopping around early so you’ve already vetted creative agencies before your boss drops that fantastic ‘we-can’t-afford-not-to-take-advantage-of-this-opportunity!’ campaign idea on your desk. You’ll be glad you did.
These are just a few of the reasons why using animation to advertise for your company may be the right option. The message that you want to convey to your audience and the product or service that you are selling are the deciding factors for the creative path you want to take.
1. Be anything you want to be: The distinction between ordinary and exceptional is imagination. It’s amazing what can be achieved when the creative process isn’t stifled by limitations. No idea is too big when you have an animator to help you bring your visions to life. Your audience can travel through the world, time and space. Abstract and practical concepts can be made captivating and palatable to diverse of audiences through the art of animated storytelling.
DECEMBER 4, 2012 – Vancouver, BC – Rachis Inc. uncorked champagne last week at their Gastown studio to celebrate the Canada Media Fund award for Rachis, their multi-platform wine tasting system. Rachis (pronounced RACK-iss, from the latin meaning ‘spine’, or the branched stems which gives a grape bunch its shape) is already shaking up the wine world by demystifying the tasting experience and democratizing wine ratings.
Rachis is an accessible digital method to explore the world of wine based on a vast range of preferences. A fundamental re-conception of conventional evaluation, Rachis has the rigour to become the professional wine tasting standard. At the same time, its ease of use and depth welcome enthusiasts to develop their tasting acumen and vocabulary.
“There is not a single app aimed at the wine tasting novice, and Rachis will fill that gap,” said Isabelle Lesschaeve, PhD, Director-Consumer Insights and Product Innovation, Vineland Research and Innovation Centre. “The visual interface makes an otherwise orthodox tasting process engaging, entertaining and pleasurable.”
Rachis Inc., is a joint venture between local creative company Global Mechanic Media and Saskatoon-based sommelier and tourism industry consultant Tim Ouellette. The principals—oenophiles themselves—conceived Rachis to create a comprehensive, sharable database of all the wines in the world.
“We’re really excited about what this means for wine lovers”, said Tim Ouellette, Rachis Founder. “We will finally have a place to go to get recommendations based on our individual palettes, with a point system that actually gives useful information.”
“It’s perfect timing for this. Wine science, technology and design have all come together to create something really valuable for both wine consumers and the wine industry.” said Bruce Alcock, Founder and Creative Director at Global Mechanic.
Tina Ouellette, Executive Producer at Global Mechanic Media: “The real value in this project lies in the database. Yes, you’ll be able to taste wine like a professional; yes, you’ll be able to save and browse your opinions. But having access to wine evaluations with real depth and consistency – as opposed to the blogs and simplified star-rating approaches out there—then being able to share and compare them? It’s the massive reach of social media, but with a base of immensely rich data under it. We believe it will change the culture of wine. Globally.”
Rachis will launch in the fall of 2013 in both English and French. Other language versions will follow as wine drinkers enter their tasting notes and scores all over the world. Cheers to that!