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This case study shows how Beeby Clark+Meyler implemented a successful video distribution strategy with unconventional video seeding methods in order to drive the audience to share the content socially. Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. For more information, contact Stuart Meyler, Principal [email protected], 203.653.7950 Visit: BeebyClarkMeyler.com Follow: @gobcm
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“GE Works” Video Distribution
BeebyClarkMeyler.com | @GoBCM
• Compel time-starved business leaders to watch and share long-form, documentary style videos about how the work of GE Healthcare and Aviation employees impact society on a daily basis
• Videos had to reach a mass audience, as well as specific niche targets
• It is difficult to achieve a wide reach for this subject matter, as it does not fall into the most popular online video categories of humor or music
BeebyClarkMeyler.com | @GoBCM
Creative Seeding• Concept: unconventional tactical seeding of videos for maximum impact
• Create an unconventional criteria for vetting and selecting media sites to ensure uniqueness, but ladder up to the broad and targeted demos at the same time
BeebyClarkMeyler.com | @GoBCM
• Open up seeding to apps, games, and mobile
• Drive this finicky audience to share the content socially
BeebyClarkMeyler.com | @GoBCM
• 4 million views of the two videos!
• 22K total interactions with the videos (click-throughs and social sharing)
• Over 6K social shares of the videosFacebook Likes: 2,334Twitter Shares: 1,146Email Shares: 1,315LinkedIn Shares: 826URL Shares: 711
• 5.04% click through rate (industry benchmark is .02%)
• Videos debuted on Ad Age Viral Video chart (December 16th, 2011)
BeebyClarkMeyler.com | @GoBCM
Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media.
We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales.
For more information, contact Stuart Meyler, Principal
[email protected], 203.653.7950
Visit: BeebyClarkMeyler.com
Follow: @gobcm
