One of our clients – a plastic surgeon – has been using Video very effectively to generate interest in their services. The ones where the owner talks to camera, as if the watcher is in a consultation, generate immediate feedback, questions and enquiries.

However, he recently took advice that said most people search on phrases that include the word ‘operation’. So they posted on to YouTube videos of the actual operations (don’t look just after eating!!). These are getting an amazing number of views – much more than the consultation ones – but there is no evidence (yet) that it’s generating enquiries. Are people just watching because their a bit gruesome? Or are they potential patients?
I believe the former.

But it’s probably still worth doing as a lot of views must be good for your brand.

The first video was nicely done, although it could have got to the punch line a bit quicker and rounded up a bit sooner.

Strong virals are short, sharp and to the point -which then gives them a more ‘check this out’ viral nature.

That is another aspect of virals that I didn’t really have a change to get into. Does the number of views really matter if consumers aren’t doing what you want them to – in this instance visit Blackpool.

I don’t think it matters too much with this campaign as it was all about brand building for Blackpool. It was more of a PR than marketing campaign, so success as you point out is about the total audience reached. In this instance the viewing figures on Youtube weren’t huge but it was the ‘crossover’ that made it a success.

Cheers

From everything i’ve read to date on this story, i haven’t actually seen the tangible results in the resort which I’m sure is critical. Having worked with town centre planners etc. previously though, seeing those view numbers come through will probably be enough.

Certainly achieved getting people talking though…

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