What do Dove, Old Spice, and Evian all have in common? They kill it when it comes to YouTube advertising. That’s because they all follow similar marketing strategies that launch their efforts into super success.
So we decided to break down these ads to figure out what makes them viral, what features they have in common, etc. so that you can do the same.
What Does a Viral YouTube Ad Look Like
Dove – “Real Beauty Sketches”
In case you haven’t seen this ad yet, watch it here. Then let’s take a look at this video’s numbers…
Exactly 1 month after Dove’s campaign release for Real Beauty Sketches, Business Insider reported that it got over 114 million views. On top of that, it was released in more than 110 countries. This ad was uploaded in 25 different languages to 33 of Dove’s YouTube channels.
Because of that, Real Beauty Sketches got shared over 3.75 million times. That’s what a viral YouTube ad looks like.
Old Spice – “Smell Like A Man, Man”
WIth a more humorous tone, Old Spice released an awesome campaign, “Smell Like A Man, Man.” Check out our favorite video from the campaign.
Then, again, let’s take a look at the numbers.
In a study by P&G, it was found that Smell Like A Man, Man got 105 million YouTube viewings within 6 months of the launch. On top of that, it got a 300% increase in traffic to the Old Spice homepage, and 2,700% increase in Twitter followers.
In another analysis by FRIENDS Advertising, it was found that Old Spice’s overall sales doubled more than the previous year by 125%. So not only did these YouTube ads increase brand awareness tremendously, but it actually launched Old Spice into a whole other spectrum of success with their products.
Evian’s Roller Babies
Who doesn’t love delicious water, adorable babies, and roller skates? Separately these are all pretty awesome things. But when combined, the Evian’s YouTube ad did this…
“Roller Babies” has been shared 3.6 million times on Facebook, 117,900 times on Twitter, and 1,800 blog posts – Business Insider
Digital Training Academy also found that Evian’s video got over 102 million total views and over 54,000 comments and tweets. On top of that, 25% of people were more likely to drink Evian water after seeing this campaign. Safe to say this ad left an impression.
But what about the smaller guys who want to be able to advertise with these giants?
Yes, Small Businesses Can Do Great with YouTube Ads
This is where the $127,000 comes in – I know you’ve been waiting for it! What’s great about YouTube advertising is that you don’t have to be Dove, Nike, Target, or any of the other big guys to experience killer results. Meet Charli (age 9) and Ashlee (age 6).
CharlisCraftyKitchen is a YouTube channel of two girls who teach others how to bake and cook fun foods. It generates tons of traffic. They currently have over 474,000 subscribers and they’ve only been around since 2012.
And here’s where the success comes in. CharlisCraftyKitchen gets about 29 million views a month, and makes more than $127,000 a month. That’s pretty incredible considering they aren’t a huge company.
But what’s even more incredible? Only 9% of US-based small businesses currently use YouTube. So even though the numbers and proof are there, so many companies are still reluctant to invest in YouTube ads. There are two main reasons for this – they either don’t know how to capture people’s attention with video, or they don’t know how to go about YouTube advertising. So let’s settle both now.
People’s Attention Span Versus YouTube Advertising
You’ve probably heard that people have a shorter attention span than a goldfish. But this isn’t really that surprising considering all the awesome technological distractions we have. That being said, the average attention span of someone is 8 seconds… WHOA.
That’s really effected video marketing across all boards. TV commercials, for instance, now average 30 seconds – they’ve been cut in half since the 60’s when they were 1 minute long. It’s clear that our attention to visual content is decreasing.
Then how did Dove, Old Spice, Evian, and CharlisCraftyKitchen go viral? First it’s important to note that less than .6% of video ads get 1 million or more total views on YouTube… That’s critical for businesses who want to invest in YouTube. You want to do it right and you want to stand out.
So how do you combat short attention spans and turn “nothing” into something incredible? Let’s take a look at Duracell.
Batteries are super simple. Some might even argue that they’re a rather boring product. But when batteries are put in front of the right people, they are literally lifesavers. Duracell used that to their advantage in their YouTube ads. Take a look:
Surprisingly, this video starts out pretty slow. It also starts out with really dark lighting. And it’s 1:34 minutes long. So how did it get 12 million views in just 2 weeks? Their advertising efforts.
They showed this YouTube ad to top influencers (it featured Kevin Jorgenson “world-class free climber”), bloggers, and so on. It got shared like crazy because it was put in the hands of the right people. Duracell was really smart with their targeting. They went after mountain climbers who’d know Kevin Jorgenson and understand the importance of their life-saving battery. So the video was seen by Kevin Jorgenson, content marketers, and outdoor enthusiasts who wanted to share the ad with their people.
So even though batteries aren’t something that necessarily captures people’s attention in general, the way Duracell advertised and marketed the YouTube ad is what made it so successful.
When you learn from the guys who know how to go viral, follow the 10 YouTube advertising hacks (hint hint), and creatively plan your video, you set yourself up to raise brand awareness, create an insanely large following, and potentially make $127,000/ month. Let us know what other YouTube ad hacks you’d add to this article below!
Mike Arce is the CEO and founder of Loud Rumor, a lead generation company for fitness studios and independent gyms that supports their customers with sales training and techniques to grow and scale.
Mike has spoken for companies like Infusionsoft, the Better Business Bureau, ASBA, and Local First – all on the topic of Local Business Internet Marketing. He has a passion for local businesses and helping them grow. You can get fresh, updated tips from Mike here.