Quality or quantity – What counts on "viral" campaigns?

The world is all about business cards. Business cards reflect the contacts that your business is reaching out for. Half a year ago, Samsung found the master of business card throwing and hired him for their new campaign. They filmed his fantastic capabilities with their (new) Samsung Digital Camcorder H205.

In the meanwhile, the video got up to 2,5 Mio views, more than 10.000 ratings, up to 2.500 comments and is number 10 favorite video in Great Britain and Northern Ireland. Other interesting stats can be found here. Watch the video again…

Spot On!
Many marketers ask me if such videos -which were widely spread- are successful in my eyes when I see the numbers. This makes me think if campaigns are still valued as of their quantity reach (popularity, clicks, views), not their quality reach (conversational, social and demographic insights). A conversation that is ongoing and best reflected in this study about social media influencers. In my eyes this campaign is definitely more succesful as it gives many insights in new markets, potential client interest, contacts for opportunities and especially tells us which and how countries are using Youtube.

In your eyes, what would you answer refering to this campaign? Would you say this is successful, or not? Curious what you are thinking…

2 replies
  1. Andreas
    Andreas says:

    Context. They are missing the context. As long as the product, displayed has something to do with the narration/story it will be in a relevant context. In this matter the camera is somewhat a bystander. It´s not connected to the story (ninja-bizcard thrower, throwing cards).

    For instance – if he used that specific camera to film and analyze his throws and by doing that it made him throw biz-cards better. Then the camera would be in a context relevant to the story. (not the most creative suggestion perhaps…but still You get the point)

    The campaign is successful if it was ment to promote cardthrowing crativeness. It is unsuccesfull selling, or brandning the camera.

    The wide reach of the viral is of no use since the video, probably, is promoting the wrong thing.

  2. Martin Meyer-Gossner
    Martin Meyer-Gossner says:

    Interesting perspective… Definitely true is that the context is key for the success of virals. The marketers in this case could have done better, sure. They will see it as a good approach though. Your insights tells them how they could have done better. Let’s hope they are reading this for their next one…


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