Online Campaigns and Offline Behavior: Creating Your Strategy
This post is the third in a series of three about the relationship between online campaigns and offline behavior.
Part III: Creating Your Strategy
We know how hard it is to really calculate online to offline engagement. But all hope is not lost; just look at what has worked in the past.
Here are a few of the heavy hitters suggested by Google’s Rob Daiany:
The video currently has more than 6 million views and features popular YouTube channel Rhett & Link. The target demographic for this ad was young males and, according to Daiany, it worked! Using a popular channel that already appeals to your target demographic will save you the trouble of having to gather the viewers yourself.
2) The Chipotle Back to the Start Campaign
This video is an excellent example of putting a toe in the water, then going all in. Chipotle posted the video on YouTube to quite a bit of success and very positive feedback. They then pushed it to a bigger audience, buying up spots in movie theater previews. Finally they bought a commercial during the airing of the Grammy Awards broadcast, which showed a clip of the video and redirected viewers back to the YouTube page, amassing a massive 8 million views.
3) The Dollar Shave Club YouTube Video (Language Warning)
This video took a very dull topic (razors) and made it as sharp as their product. With more than 17 million views and counting, DSC really shows how to give your campaign some personality. The video is engaging and funny, which can do wonders for any topic that might seem hopelessly boring.
Now, let’s talk money. These ads are very well done, but it’s pretty obvious that they had lots of resources.
The good news is you can make a successful online campaign without the financial backing of America’s burrito cravings.
Daniel Davenport, Executive Director of THINK Interactive Inc., had one piece of advice for those on a tighter budget: Move fast in free environments.
Using social channels like Pinterest or Instagram are great because you can showcase the visual component of your campaign for free. You can get a feel for how the users are liking it and invest more if it’s going somewhere.
Taking advantage of resources like Think With Google will give you case studies to peruse as you begin generating ideas.
You should be original, but you don’t need to re-invent the digital wheel.
Use search data to craft your SEO and look at your analytics programs to see what people are responding to. There are a ton of great resources to help you create better online strategies.
Remember that while the numbers are important, they can’t tell you everything there is to know about the impact of online strategies on offline behavior. To watch the full AIR event on digital health campaigns, click here!
