Pixability, a company providing YouTube marketing software reported that the top 100 brands, as defined by Interbrand’s “best global brands”, post an average of 78 videos each per month. This is encouraging as it shows that big brands understand the importance of content. Unfortunately, more than 50% of these videos fail to reach 1,000 views. Shifting marketers’ mindset from creating ads, to telling engaging stories is hard…
One of our clients, KLM wanted to engage a young, tech-savvy audience in Asia through online videos to let them know of its travel app that allows passengers to plan, manage and share their share their journeys entirely from their smartphones. KLM was very aware that communicating solely on product features does not make for shareable content.
We invited eYeka creators on our crowdsourcing platform to show us extreme situations that could happen due to smartphone addiction, showing that KLM’s app can satisfy even the most demanding. We received 23 videos in four weeks with four videos selected for amplification. A zombie flick with a twist from Singapore, a business meeting going wrong in Indonesia, a couple’s misunderstanding in China and GPS mishaps in France.
The videos were amplified across Asia over 12 weeks by social video distribution agency 7th Chamber. The campaign achieved over 1.2 million views with 42% over-delivery on media. Including media and editorial, the campaign generated nearly 25 million OTS (Opportunities To See).
In the words of Antoine Peigner, head of e-commerce hub, APAC for KLM: “We were surprised by the quality and originality of the videos produced by eYeka’s community. The combination of crowdsourced videos and social seeding seemed to have hit all the right notes with our target audience, resulting in a very successful campaign”.
Finally, the videos had a retention rate of 80% (people watching until the end of the clip) v. an average of 60% proving that eYeka’s crowdsourced content truly resonated with KLM’s young, smartphone–loving audience. When you are looking to connect with the YouTube generation, it helps when you ask the very same people to create your content at the first place.