Wednesday, May 23, 2018

Hey Rudy, Mars brand manager has some "sweet" marketing advice

 

Here's what everyone's watching on YouTube this week.

 
Backstreet's back, alright! 2018's newest squeal-worthy reboot is the Backstreet Boys' brand new single
Backstreet's back, alright! 2018's newest squeal-worthy reboot is the Backstreet Boys' brand new single

9,404,172 views

Facebook Twitter Google+ Linkedin MailTo

Ads That...Strike Passion Points

Curated by Rebecca Duke
Senior Brand Manager at Mars Wrigley Confectionery
Ads That...Strike Passion Points Curated by Rebecca Duke | Senior Brand Manager at Mars Wrigley Confectionery
Ads That...Strike Passion Points Curated by Rebecca Duke | Senior Brand Manager at Mars Wrigley Confectionery

When we launched MALTESERS® in the U.S., we knew we had to differentiate ourselves from other chocolate treats to get noticed. Part of our plan focused on reaching a younger generation that was spending their time on YouTube. We looked closely at the type of content this demographic was watching and noticed there were a few key passion points that stood out, one of which was music. We leveraged the combination of music and popular influencers on YouTube to create our own music video that communicates our brand message of "Look on the Light Side." When trying to grow consideration and interest, it's important to develop ads that are tailored to the content your audience is interested in—whether that's ASMR or Esports. You can even take it a step further by planning around the specific content your audience is already watching. Check out some of my favorite examples of how other brands have tapped into what makes their consumers tick.

For more tips on how to best connect with your audience, check out the YouTube Effectiveness Guide.

Facebook Twitter Google+ Linkedin MailTo
 

One last thing: Everything you need to know about "everything you need to know" videos

 

It's some of YouTube's most popular content: videos that tell you everything you need to know about a particular product. These videos give consumers the full scoop on new phones, video games, movies or makeup, among many other hot items, before they buy. Mobile watchtime of product review videos from the past two years is equivalent to 50,000 years! (Google data, U.S., Jan–Jun 2015 vs Jan–Jun 2017). And this trend is only getting bigger: "everything you need to know" videos have doubled in mobile watchtime over the past two years (Google data, U.S., Jan–Jun 2015 vs Jan–Jun 2017).

What does this mean for brands?
YouTube creators can be powerful allies when you're launching a new product. If a credible creator likes it, his or her opinion will carry a lot of weight with fans. Check out tech creator Marques Brownlee's review of the OnePlus 6 phone. In just six minutes, you'll learn everything you need to know about it!

2,467,569 views

Facebook Twitter Google+ Linkedin MailTo

Did someone forward this newsletter to you?
Want to see it again next week?

Let's keep things social.
YouTube Twitter Google+ Linkedin
 
© 2018 YouTube LLC 901 Cherry Ave, San Bruno, CA 94066
 
This email was sent to rkremer111.djfunky1@blogger.com because you indicated that you are willing to receive occasional YouTube product-related emails. If you do not wish to receive such emails in the future, you may unsubscribe or manage your preferences.
 
 

No comments:

Post a Comment