Tag Archive for: YouTube

A seasoned agency recognizes that media consumption nowadays is more than just the initial viewing experience: it’s all encompassing. Your audience wants to engage, comment, share, and experience it. The ability to tap into this insatiable consumer behavior is what makes creative viral digital campaigns.


In other words, a few small changes in how you’re approaching your audience and the creation of an interactive campaign could leave you rolling in thousands of free and easy impressions.

So what changes can you make to produce campaigns that are powerful enough to reach unprecedented audiences?

A West Jet Christmas Miracle

In 2013, Canadian company West Jet went from bargain airline to leader in the industry after releasing a video that quickly became an Internet sensation. On Christmas Eve, the company sponsored a real-time gift-giving event in two different airports to spark buzz.

To complete this goal, West Jet had to get creative to foster positive brand image from customers.

Always is Always Innovative

To drive conversation, Always took a negative stereotype about girls and molded it into a positive branding strategy.

Cardstore Has A Breakout Moment

Cardstore by American Greetings posted a video 2 years ago called #WorldsToughestJob that has almost 27 million views. People were interviewed for a job with “unlimited hours” and “no breaks” on top of an increased workload on holidays … but the audience didn’t find out what the job was until the end.

At the end, it was revealed that they job was in fact being a mother. Since they do so much you should probably get them a card … from Cardstore.com, of course.

Jet Blue Wins Big

Recently, Jet Blue created a viral campaign, which shined a positive light on crying babies during flights. The advertisement was so successful it earned them the 2016 Grand Brand Genius Award from Adweek.



With every creative and innovative campaign, consumer expectations get higher and higher. Do you have what it takes to go viral?


[Image Source]

Facebook recently made an announcement that is bound to shake the content marketing world: the social media giant plans to host videos directly on their site. At first glance, this may seem like a small functional detail, but the effects it carries could drastically influence content creation going forward.

As of today, most video content is hosted on YouTube. Content creators and publishers use it as a platform and hosting space for everything from ads to makeup tutorials. For the last couple of years, Facebook and YouTube have worked together synergistically to spread viral content. This made absolute sense in a less mature social media landscape: a growing social network got excellent, free content and an established video hosting site received views, and therefore, revenue.

However, this relationship is currently on the rocks. Facebook announced that it would now allow users to publish video content directly. In return, the site is looking to reclaim the revenue that YouTube has been collecting on their behalf. By offering 55% of their ad revenue to content creators (the same as YouTube), Facebook is making a major move into the realm of video content. This change comes at no surprise given that by 2017, it’s anticipated that nearly 70% of Internet traffic will be from video.

For content creators, this means yet another unique channel for video publishing. More importantly, this also means another set of decisions to consider before publishing content. Rather than being able to leverage YouTube and Facebook simultaneously, marketers will increasingly need to consider the demographics of each site to maximize engagement. While only the largest publishers may be affected short-term, this move by Facebook signals how much, and to what borders-defying extent, social media may evolve in the coming years.


Friday June 26, 2015 will go down in history as the day the Supreme Court ruled in a split decision that same-sex marriages would be legal nationwide. Millions took to the Internet to express their support of the decision, with #lovewins trending on Twitter shortly after the ruling was made public. Many well-known brands joined in on the celebration with the own creative responses. Check out some of our favorites below:

  • Ben and Jerry’s: In honor of nationwide marriage equality, popular ice cream brand renamed its Chocolate Cookie Dough ice cream flavor to “I Dough, I Dough” for Summer 2015. Additionally, proceeds from sales of this flavor will go to the Human Rights Campaign, which is a leading nonprofit organization advocating for LGBTQ rights. Ice cream and a good cause – what’s not to love? [Source]
  • MasterCard: Popular credit card company took to their Twitter to tell the story of a same-sex couple that won tickets to go see brand spokeswoman Gwen Stefani in concert. Pretty adorable, especially alongside their caption, “True love: Priceless”.
  • Uber: In a more understated way to show support, Uber added rainbow tails to the virtual cars on its mobile app. The rainbow flag has long been a symbol of LGBTQ rights, and is a low-key way for Uber to applaud the Supreme Courts’ decision and show their support. [Source]
  • YouTube: Shortly after the decision was announced, YouTube revealed their ProudToLove spot as a celebration of the video-sharing site’s long message of tolerance and equality. The video, which has received over five million views in less than one week, mixes both personal clips of individuals coming out on YouTube with political news footage. Pro-tip: have a box of tissues handy when clicking through to the video.

Inspired? Check out even more examples of the love shown on the web. Shout out to SCOTUS for making us extra-proud to be Americans this July fourth weekend!


Image Sources: Uber, White House

With Tom Brady’s appeal happening as we speak, and the All World Quarterback’s Golden Globe-worthy performance in Ted 2 just days from release, I couldn’t help but think about what it would be like if Ted, and not Tom’s attorney Jeffrey Kessler, were representing him today.

Let’s just say that although Tom’s legal interests may be somewhat compromised, I feel confident that this little ball of Southie belligerence would finally tell Goodell to his face what we’ve all been thinking. (Warning: don’t click on this link if you are offended by extremely rude, off-color insults barked with a Wicked Boston accent.)


Okay…let’s get this away from L Street and back on Boylston. This little fantasy of mine got me thinking about how far we’ve come in content marketing (yes, I’m making a rough transition, but stick with me).

Remember when YouTube hit? You would have thought the entire paid media business was lost overnight to a cheap digital camera and some editing software. The ability to create engaging, nimble, smart content has been democratized, whereas what hasn’t changed is the power behind truly well done, strategic brand communications.

For example, consider Under Armour’s short film “Tom Brady’s Wicked Accent.” If you aren’t one of the 1.5 million folks who watched this hilarious piece, here’s the gist: it’s a three-minute Under Armour ad that people love to watch over and over again.


Basically, Tom Brady goes into a Dick’s Sporting Goods somewhere near his hometown of San Mateo, CA (naturally, he heads to the Under Armour section). The Funny or Die gag unfolds as the sales clerk and shoppers have fun with Tom’s accent. Of course, the joke is that he has no accent whatsoever, and his squeaky clean, nice-guy image unravels to the point where Tom drops an angry F-Bomb on the entire shenanigan.

As mentioned, the piece was viewed 1.5 million times on YouTube alone, and shared and talked about many, many more. The inbound marketing experts will point to this sort of success as proof that traditional brand advertising is dead… after all, there was no media buy.

However, on closer examination, just how non-traditional was this? Let’s see: Big-name star? Check. Hundreds of thousands in production cost? Check. Big reach? Check. PR-campaign behind it? Check.

You see, even though this is a great example of a successful “viral” video, it’s far from catching lightening in a bottle. Under Armour’s success wasn’t abandoning the tenets of good, solid brand work, it was simply making the most of the deployment channels at its disposal.

The lesson? Consumer-facing brands like Under Armour must continue to tap into the emotion and insight of their brands, while layering on more sophisticated ways to harness this reach. It’s something we call Brand/Action marketing at CBC, the combination creating powerful brand communications with the pragmatic, ROI driven practices of inbound marketing programs.

It’s not a choice between old and new—it’s just smart marketing in 2015 and beyond.

Now if the studio can just find a way to sell deflated footballs signed by Tom and Ted at this week’s opening, I think we may have all the elements for an amazing success…

— Len Cercone