Isn't it just lovely when a marketing plan comes together? That's what happened for Suveen Sahib, COO of Aquis Hair Towels when he decided to ramp up his YouTube marketing efforts through Content BLVD, and we have the stats to prove it.
First, some background. After launching Danone Water brands in South Asia, next, Suveen transformed Himalayan Mineral Water into the most valued bottled water asset in India within three years. Fascinated by brands that combine emotion and science, Suveen moved from consumer brands, through tech entrepreneurship and into Aquis towels.
You can see that combination of "emotion and science" right on the Aquis home page. Tell me if you don't just love this copy:
STOP HARMING YOUR HAIR.
START LOVING YOUR HAIR.
Hair is delicate. A stretchy keratin core is covered by a protective layer of tiny cuticles. When hair is wet the inner core swells and gets super stretchy. And it is very easy to damage the cuticles in this state. Rubbing wet hair with a towel can result in hair that is dull, frizzy and lifeless. Because the cuticles get raised, bent and broken. Something no amount of conditioner or treatments can then fix.
I didn't know that! Did you? What a compelling hook-- and great fodder for educational content for YouTubers to run with. So Aquis is off to a great start, with a product and brand that is primed and ready to take advantage of some influencer action.
And, like many of our customers who are working hard to grow their small and mid-size brands into something much bigger, Suveen is an experienced and successful marketer who is always looking to add new tools to his marketing toolbox. When Suveen heard about Content BLVD, he decided to give our influencer marketing platform a try. Aquis had already had some success getting their products featured in YouTube videos and Suveen was excited for the chance to kick it up a few notches.
Suveen recognizes just how powerful social and "peer to peer" influence is becoming in the typical consumer's buying cycle, which is a key reason he wanted to get more videos published with his products in them. Of course, it doesn't hurt that gaining independent, earned media exposures on YouTube also happens to be highly cost-effective. Here's what Suveen had to say:
Peer to peer influence is increasingly driving brand purchases. Authentic brands with tangible value offerings are likely to benefit the most from the peer to peer ecosystem without having to spend excessively to drive adoption. [Influencer marketing] platforms like Content BLVD are uniquely placed to connect brands with the right influencers and facilitate an enormous amount of brand awareness at an incredibly low cost.
An important thing Suveen understands about earned media placements is that they don't work like sponsored videos or advertisements do. YouTubers use and talk about products when and how they choose throughout their videos. While that means these types of videos don't always have the clarity, focus and clear calls to action that an advertisement would, they have something you just can't buy through an ad: authenticity.
In other words, one or two videos rarely accomplishes anything. Your product needs to be seen by many people if it's going to make an impression. And boy did Aquis make an impression.
It helps that the Aquis products are unique, high quality, and can be effectively demonstrated. Every marketer wants to make their products stand out, and starting with a great tangible product goes a long way in video.
Here's Maryam Hampton, one of the YouTubers Suveen chose, using an Aquis turban in demonstrating her nightly hair routine.
This one video captured over 36,600 views, 1,000 likes and 168 comments. Not bad for shipping some product samples to one YouTuber! And Suveen didn't stop there. He shipped product to many more YouTubers who made requests. His commitment to launching a worthwhile campaign paid off.
Luckily for us, Aquis was not running any other marketing campaigns at the time they shared their product through Content BLVD, which means we can get a fairly accurate gauge of how their YouTube placements drove user behavior and even sales.
Here's what Aquis reported, as of this writing:
- 38 YouTube videos published
- 118,458 video views
- 44% increase in website traffic during the first few weeks of the campaign
- 20% increase in sales
Depending on who you ask, the earned media value of YouTube views could be valued as high as $0.38 per view or $45,014, for the Aquis campaign. But let's get really conservative and cut that value down to $0.20 per view. That means Suveen's investment of just a few thousand dollars in products, shipping and fees yielded him an earned media value of $23,691. That's a fantastic return no matter how you value it. Remember, Suveen was after brand awareness and he generated a whole of it for very little money.
Of course, Aquis also has a real sales bump to show for their campaign, making the entire discussion of earned media value a little academic. And beyond their immediate sales, many more new potential customers visited their website and became familiar with the brand. When those same folks (and others) now look for Aquis online, they'll uncover a bunch of independently produced videos of young women who love the product.
All that means the value of these videos will continue to grow in the weeks and months to come. You can't say that about sponsored videos which don't carry the same credibility or impact on organic search.
If you have yet to jump into the YouTube marketing game, now is a great time. With over 4,000 YouTubers in our marketplace and a host of new features going live every month, you could be just a few short weeks from creating your own marketing success story. It couldn't be easier. Really.
Already a user and need help getting back into the platform? Give us shout: firstname.lastname@example.org.
Your thoughts are always welcome in the comments, as are your tweets and shares!
Image Credit: Maryam Hampton, YouTube