YouTube has only been around five years, but it’s hard to image life without it. Just ask anyone that’s ever randomly shouted, “OUCH! Charlie bit me.” The site has been integrated into college curriculum, the corporate world and our everyday lives. Video is engaging, entertaining and just about everywhere.
Companies and public figures have long-recognized the power of video (think election season), but only those with enough to pay for airtime were given a voice. YouTube opened the door for everyday folks to provide consumer journalism, mindless entertainment and two-way conversation that hadn’t existed prior to the site’s launch.
Corporations are taking their commercials to a new, interactive level, while others are cutting out paid advertising and taking their creative campaigns to the web, hoping they’ll go viral.
Toyota’s latest – the Sienna Family’s “Swagger Waggon” rap – made soccer moms everywhere laugh and cheer at Toyota’s recognition of the long-ridiculed “minivan mom” stereotype and the company’s creative refusal to accept it. The family has appeared in Toyota’s television and web campaigns, and based on the uptick in Sienna sales and 5.9+ million YouTube views… they’re working.
One of the first examples of “YouTube advertising” was Smirnoff’s Tea Partay, a comedic hip hop video featuring the wasp-y trio Prep-Unit to market Smirnoff’s latest. The company spent less on production costs than for a typical commercial, and advertising via YouTube was free (excluding employees’ time).
Clearly, video isn’t going anywhere. We at Cookerly have incorporated it into social marketing campaigns from the Clean Air Campaign’s Carpool Rap to Coalition for the Right Road’s Stop the Road. Save the Mountain. Stay tuned to see what we’re up to next.
As design director at Cookerly, Tim serves as the creative lead in the development of branding campaigns, print collateral and digital media for clients across a broad range of industries, including consumer, professional services, healthcare and technology.
As a senior vice president at Cookerly, Mike Rieman is a strategic communications leader specializing in media relations and reputation management. With a proven track record of securing high-profile placements in top-tier outlets such as The New York Times, The Wall Street Journal, CNN and USA Today, he excels at crafting compelling narratives that resonate across print, broadcast and digital platforms.
Mike Touhill is vice president at Cookerly Public Relations, where he helps lead traditional, social and digital media programs for B2B and B2C clients in packaging, telecommunications and technology, among other industries. As a communication leader, he develops and executes public relations strategy, provides proactive and reactive counsel to C-level executives and secures earned media coverage for client initiatives and product.
Andrew Agan is a vice president at Cookerly Public Relations, overseeing the agency’s internship program and leading media relations, content strategy and social media initiatives. He provides counsel and executes campaigns for clients across various sectors, including finance, healthcare, hospitality, technology, automotive and many others. Andrew excels at crafting compelling stories and building media relationships, resulting in clients being featured in notable outlets such as CNBC, Associated Press, Business Insider, Fox Business, HBO, Inc. Magazine, Sirius XM, The Wall Street Journal and USA Today, among others.
As vice president of Cookerly, Sheryl Sellaway uses her extensive corporate communications background to lead consumer PR efforts, deliver strategy for marketing programs and share expertise about community initiatives.