Youtube is often seen as a channel for hosting videos, and what clients like to call – “viral videos”. Most brands, however, have underestimated the power of putting creativity to branded Youtube channel. Perrier’s new campaign is a perfect example of a great use of Youtube channel.
Perrier has been positioning themselves as sexy, edgy, playful, and fun. After the interactive Dita von Teese Perrier mansion campaign they built last year, Ogilvy Paris recently launched another interesting campaign for Perrier again, and this time, they use video content to tease for actions. Below is the channel journey for this campaign.
1) You will see the video below shared by your friends or blogs, with annotation button on video that takes you to Perrier’s Youtube page.
2) You land on Perrier’s branded Youtube page, showing you the amount of people who have viewed the first video.
3) “Sexier” videos will be unlocked for certain number of views, therefore, the more you share it, the faster you will see the content.
4) Your friends will see you sharing it, and they will do the same from step 1.
This is a very clever mechanism connected to their Facebook fanpage, it’s quite obvious that they’ve been working quite closely with Youtube to develop the page.
Agency: Ogilvy & Mather Paris