Online Video

Information and insights on using online video as a marketing channel

Online Video


Low Lai Chow, Event Reports, Festival of Media Asia Pacific, March 2014
This event report discusses how Chinese internet users consume online video, based on information from Youku Tudou. Fully 400 million people access its platform every month, equivalent to roughly a third of the country's population.

Case Study

Beetle Mania
Michiel Cox and Jamie Barrett, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Volkswagen, the car manufacturer, drove awareness, test drives and sales of a new Beetle car model in New Zealand by making social media key to its campaign. A competition was created, based on a popular social trend, inviting people to post pictures of themselves imitating the shape of the Beetle car, in order to win one.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how, to celebrate the spirit of positive change and optimism resulting from the Arab Spring, Coca-Cola launched 'Today I Will', an initiative aimed at unlocking individual potential whilst staying true to the values that shape Middle Eastern society. By giving the youth a platform to make their voices heard, Coke reached millions and engaged hundreds of thousands across the region, while Coca-Cola sales increased by 28% in Saudi Arabia and 16% in the United Arab Emirates (UAE).

Miroslaw Smolewski, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a social media campaign in Poland by Nestle, the coffee brand, which made use of content and competitions. The content strategy was based on the idea of 'coffee moments', and used to promote a range of products.

Emma Marie Lea, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Walt Disney World Resort, the theme park in Florida, US, which used a digital campaign to encourage visits from holiday-makers from the UK. A holiday planning app was created for Facebook, giving users information about the park, helping users to plan based on their children's ages, and including content such as videos and pictures.

Apurva Chamaria, Devam Saxena and Devdeep Majumdar, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by HCL Technologies, a business IT services company, which used social media to promote its products. Research had found that many business technology buyers used videos as part of the decision making process.

Srikeit Tadepalli, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Mumbai Indians, the Indian cricket team, used social media to connect with fans and reward loyalty. The team already had a strong social media following, but with low engagement.

Warc Prize for Social Strategy, Entrant, 2014
This case study illustrates how Cadbury Bournville, the confectionery company, repositioned its brand in India using social media. Understanding of the target youths aged 15-24 years, segmented by online behaviour, helped develop digital and content strategy.

Lucile Dreano and Maud Paget, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how The European Programme of Food Aid to the Most Deprived (MDP) used stunts to fuel a social media campaign to avoid abolition and win continued funding from the European Union. The scheme had been threatened with abolition in 2011, but won an extension to 2012.

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