Some brands seem to spend years struggling to produce that one viral hit. Others appear to produce perfect content in their sleep. Evian undisputedly belongs to the second category, with their latest video Baby & Me entering the online video hall of fame, not just for the number of views it accumulated, but for the huge amount of ROI it generated.
The video's virility delivered an incredible ROI of 2250%. Just 6 million paid views delivered an astounding 139 million.
'Our job is to tell a great brand story which creates desire. Digital formats amplify that story by allowing enthusiasm and excitement to spread. Baby & Me is without doubt one of the best digital stories written today' says Michael Aidan VP Marketing Danone Waters and Digital Director of the Danone Group.
A viral success explained by the quality of the creative
Alexis Thobellum, Evian's global digital manager at the time of the campaign, referenced the 'brilliance of the creative and BETC whose technical skills perfected the joyous nature of the video' on the one hand and on the other the choices Havas Media International made when designing the media plan, prioritising innovative formats on social environments.
The Ebuzzing BuzzPlayer was used as part of the campaign, specifically designed to encourage sharing, it produced a share rate of 6.6%, 30% higher than the share rate delivered by the official YouTube channel.
A video with enthusiasm at its core
After receiving over 139 million views in more than 80 countries Evian's Baby & Me succeeded in its aim to generate conversations on social networks. Ebuzzing's campaign monitoring registered over 120,000 tweets, more than 1 million shares and over 289,000 Facebook comments.
During the release, Evian took 17.8% of total video views and 28% of Facbook interactions as tracked by the Ebuzzing Labs.
The stats:
• 139 million views in 80 countries
• 6 million views purchased
• The most viewed and shared video in April
• The 9th most shared video of all time
• 120,000 tweets by 43,655 users, reaching a potential audience of 60,207,000 followers
Ebuzzing campaign results:
• 100% engaged, user initiated views
• 87% of users watched the video in full
• Share rate 30% superior to the official YouTube channel
• More than 212,000 shares from the Ebuzzing player and 4.2 million exposed to the video on Facebook
This content is provided by Ebuzzing, sponsors of the video advertising hub.
