Client: Logitech (Freemont, CA)
Agency: Ruder Finn (San Francisco, CA)
Campaign: Logitech DVS YouTube campaign
Duration: September – October 2009
Budget: $25,000 - $30,000
After Logitech acquired WiLife in 2007, home digital video security cameras (DVS) became a part of its portfolio.
Logitech PR manager Ha Thai explains that general awareness is low in this category, and the team hoped to change that fact.
Ruder Finn (RF) was hired to work on a broad DVS promotional effort. HitViews helped the team identify a popular YouTube content producer who could integrate DVS into one of its videos.
“We wanted to spread the word in an efficient and budget conscious way,” says Andy Pray, VP with RF. “YouTube provides a good audience with existing affinity— they create content and are used to webcams.”
The idea was to create a video that highlighted the DVS system's ease and positioned it as valuable for families. YouTube “star” Kevin Nalty, whose videos often involve pranks on his kids and wife, was chosen. Pray says Nalty's large audience reach and family focus made him a great fit.
An online contest was designed to maximize engagement. The team also employed social media and blogger outreach.
In his “Amazing Kitten!” video (launched October 13), Nalty used the DVS system to catch a kitten in outrageous acts. Pray says it was important that the video feel authentic to Nalty's audience so it kept with typical tone.
For the contest, audiences could submit a response video to Nalty's YouTube page or leave a text comment. Contest information and a coupon code were shown at the bottom of Nalty's video. All entrants were eligible to win a DVS system.
Nalty also created a making of the video clip (“How Kitten Defied Gravity”), which Thai says was a surprise and bonus.
Nalty used his Twitter and Facebook pages to spread the word to YouTube influentials and others. The team promoted the video and contest on Logitech's existing Twitter page, its blog, and their personal social media pages.
Other outreach focused on cat and content enthusiast bloggers. Pray adds that messaging was based on the video (rather than DVS) to maintain authenticity.
As of January 18, “Amazing Kitten!” has garnered nearly 160,000 views (more than 2,000 five-star ratings) on YouTube and 38,369 views on Yahoo Video. Pray says it was a top 50 video on YouTube the week of October 13. The making of video drew another 14,200 views. The contest yielded 42 video and 2,270 text entries.
The team reports thousands of tweets from online influencers. Though Logitech won't disclose sales, Thai says there was a “strong surge” on Logitech's Web site around the campaign and coupon codes drove sales increases.
Thai says plans include expanding on getting top-tier media coverage of customers' DVS stories. RF will continue to work with Logitech on DVS promotion.