Somebody here at the “Unconference” asked Shel Holtz how to market a video like the Dove video I wrote about earlier today so that it creates a deafening buzz online.
He didn’t know all the details but said they paid to have it on YouTube’s homepage.
He also wasn’t sure if they did a blogger outreach campaign. But he talked about one of his own blogger outreach efforts while representing a cosmetics company.
“I looked for the most infuential spa, health and beauty blogs using Technorati. I read the bogs and listened to the podcasts. I reached out with individual emails. I said ‘We have samples we’d like to send you. You don’t have to write about it.’ I didn’t get one complaint. We got a lot of coverage on it. But you have to be careful. It has to be individual personal outreach.”
He explained the very clever YouTube recruiting campaign created by Deloitte & Touche USA LLC. The company sponsored a contest for employees on their intranet. “If you want to shoot a video on your perceptions of this company’s value and culture, we’ll send you a camera and an editing kit, ” the company told employees.
They handed out 350 cameras. Employees created their own videos and then voted on their favorites. The top videos were posted to YouTube.
“These employee-produced videos have an authenticity that videos created by the company can’t express,” Holtz said.