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More Viral

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You Tube has given advertisers a channel to entertain consumers and the ability to benefit from the tremendous reach of social media. Evian took advantage of this channel in 2009 with it “Roller Babies Video, which went viral and according to the Guinness Book of World Records is the most viewed online ad with almost 250 million views. The video features babies doing skating stunts to hip-hop music in a city park. The company followed up this year with its “Live Young” campaign with a new video that features grown-ups in a dance off with infant versions of themselves via a reflection in a mirror. By April the new ad had racked up over 13 million views. The viral success of these videos is a departure from the other examples in that it did not translate to sales success. A recent article in Business Insider reported that when the video was released the company sales declined and in the year the video went viral with 50 million views the brand lost market share and sales declined by 25%. This is a good reminder that there is more at work here than just entertaining your audience.






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