In an effort to introduce HoodieBuddies, hooded sweatshirts with headphones integrated into the drawstrings, California apparel manufacturer Jerry Leigh undertook a unique online video campaign. The effort began with a video ad placement on three ad networks, which was followed by social media efforts and another video starring 88-year-old actress Betty White.
The decision to avoid TV, print and all other offline advertising was made by Collier.Simon, a Los Angeles agency. “The goal was to spend less and target the 13- to 25-year-old target demographic that’s always online,” said agency founder Jason Simon. “We used video to show the product in action.”
Poptent, a video production company that practices crowd sourcing, provided the videos. Neil Perry, Poptent’s president, said the company utilizes a network of 20,000 semi-professional and boutique agencies to shoot videos. “We sent out a creative brief to 50 of our best and they made edgy guy-down-the-street spots,” Perry said.
The best two were chosen by Collier.Simon, and Poptent provided 30- and 15-second versions that ran in pre-roll and other executions on three ad networks: YuMe, ScanScout and BBE networks. The ads began running August 3 in a four-week campaign.
Scott McLernon, chief revenue officer at YuMe, said 60 sites were chosen to reach the young demographic and that the campaign reached two million uniques. YuMe utilized its Triple Play format in addition to pre-rolls; Triple Play ads consist of a 20-second spot followed by a 10-second slate that gives viewers the choice of going to a Facebook or Twitter page, purchasing the product directly, or getting more information.
Vizu, the online analytics company, found that the videos generated a 205 percent increase in brand awareness and 76 percent lift in purchase intent among consumers who had been exposed to them.
A social media campaign followed the video ad buy for HoodieBuddies. Facebook and Twitter pages were created, with chats conducted at social media and other sites where the target audience congregates. The campaign has generated 5,372 Facebook friends.
Betty White joined the HoodieBuddie campaign with "Made by Betty," a two-and-a-half minute video starring the actress, who discusses her clothing line that includes t-shirts and HoodieBuddies. The video, which debuted on YouTube on September 15, has been viewed 173,457 times. And a Behind the Scenes with Betty White video at Hoodiebuddie.com reviews the production of the Made by Betty video. Made by Betty was eventually featured on Entertainment Tonight September 17, adding 12 million prime time TV impressions to the campaign that started with 15 and 30-second videos and social media.
In addition, a HoodieBuddie review by YouTube celebrity iJustine (Justine Ezarik), has been viewed more than 131,000 times since October 12.
Embedded videos below show an ad from the original online video campaign and the "Made by Betty" followup:
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