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Evian Roller babies

Marketing

Brand Intelligence: Creating content that goes viral, gets sales and attracts loyal fans

Many brands are scratching their heads wondering how they can create content that is of interest, engaging and relevant to their consumers - content that can increase brand awareness and make customers loyal to their brand.

In this day and age, brands want to be heard. They want to stand out from the crowd. They want people to view their content and become loyal fans of the brand.

Last week at The Digital Content Summit 2016, a debate amongst some delegates emerged about whether viral ads can increase sales and are good for business.

History has shown not all viral videos lead to an increase in sales.

In 2009, Evian made the ‘Roller Babies’ ad, which went viral, even making the Guinness Book of Records that year for being the most viewed ad of all time.

The ad, as the name suggests, featured babies dancing on roller blades to the song Rapper’s Delight and was part of Evian’s ‘Live Young’ campaign.

You might think having a viral video that millions of people have viewed and shared would increase sales. Sadly, this was not the case for Evian. In 2009, recession hit Europe and the US hard and Evian lost market share and had sales decline.

Nevertheless, Evian did not give up with this ‘Live Young’ message and in 2013 it was ready for a comeback.

Evian realising the popularity of the dancing babies, launched the ad ‘Baby & Me’, which features adults of various ages and races dancing in front of a mirror which reflects back a baby image of them.

The video also went viral – however, this time it had the effect of increasing sales.

What kind of messages about content can other brands learn from this?  I would say to produce content that focuses on the brand values of the company and is consistent.

Evian achieved this by delivering fun and humorous roller babies videos that reflect one of the brand’s core messages: ‘Live Young.’

Although recession hit in 2009, the video was remembered and when the time was right, Evian was able to produce another message consistent with the brand’s values, which this time increased sales.

Another video which went viral and achieved amazing sales results was Dove’s ‘Real Beauty Sketches’.  Also released in 2013, sales were said to have increased to $4 billion from $2.5 billion in the first year of the campaign.

The ad’s aim was to show women they were more beautiful than they thought they were.

A police sketch artist drew an image of the women based on how they described themselves. The artist then drew a picture of the women as other people described them. This picture was always better than what the women thought they looked like.

These ads get people to think beyond a bottle of water and a bar of soap. They both in different ways have a feel good factor.

Although getting a video to go viral is difficult, brands that are producing content that is considered trustworthy, based on their values and consistent are creating an environment that might be considered more favourable to buy from.

Jo byline