Getting the Internet viewing and sharing public to do the work for you when it comes to video marketing is a great way to ensure your campaign generates the best results.
The easier you can make it for people the better, if they can do it by just watching the content and your content is good then the battle is already won. In the past few weeks two online campaigns have executed this perfectly by utilizing two of the most popular things on the Internet: puppies & pornography.
Lets start with the puppies, and a brilliant marketing concept from Pedigree created to raise awareness of their dog adoption programme. The idea is simple: create a short film full of cute puppies, the type that gets viewed, shared and tweeted every day.
The twist? The Google Ad-revenue goes directly to the charitable concern. That means that the more views the video gets, the money the re-homing organization receives. The more puppies you watch, the more puppies get help.
It's a brilliant idea for a charitable video campaign that requires very little from the viewers themselves. By taking advantage of an obvious trend on YouTube the creators have opened up a world of possibilities for other charities hoping to take advantage of YouTube revenue.
#SHAREFORDOGS
Onto pornography, the next and very separate campaign that is both creative and good for the planet.
Little known American day of lumber celebration 'Arbor Day' was celebrated in a rather unusual way by popular X-rated site PornHub. The site encouraged America to "Get Wood" by watching specific content on the site.
For every 100 views of said content PornHub promised to donate a tree. A simple message and concept but one that lead to over 11,000 tree donations - racking up over 1 million views.
That's not too shabby at all and again required very little from the viewers, except to get involved as they normally would. The possibilities are endless for online video and taking advantage of viewer behaviours is just the tip of the iceberg when it comes to creating different approaches to video marketing and creative campaigns.
YouTube and other video sites have been around long enough that we can start to predict trends and audience reactions, making for much more imaginative and clever marketing opportunities.