We posted this video to YouTube on May 2nd. Today, May 6th, it has over 550,000 views and climbing by about 10,000 every hour. And since last night apparently we have over 1.7 million views across all platforms!
Two days ago it was averaging an average of 115 tweets per hour and Sienna was the #1 branded channel on YouTube.
This was no fluke. We've had a Sienna Channel up on YouTube for a few months and the TV has been mentioning this. Traditionally advertising for Auto would drive to the brand site with some kind of an experience site.
We thought that was old school thinking.
Why not provide content in places where people are already at?
So instead we created YouTube and Facebook properties and drove people to them. Make no mistake there is a large focus on getting people to the shopping tools on Toyota.com, but what where do you go if you're not quite ready yet to do that configuration on a shopping site? It's all about what content to use in which context and doing this by understanding people's motivations.
Facebook is about conversation, YouTube is about watching videos, especially entertaining ones like those created for the launch of the new Sienna.
Listening to what people were saying on the web we quickly realized that "swagger wagon" was a recurring theme when referencing the spots/videos. It made sense that our next video would focus on what people were already talking about....
The Swagger Wagon music video was very carefully planned to tip it over the edge. Just the right mix of media drive to get it going and seeding in the right places. We've watched it climb by 400,000 views in one day.
The comments have been amazing and we've seen a significant increase on all the other more feature driven videos across the channel.
To date there has been no TV flight of this video, we wanted people on the web to own this and not feel like this was just another TV Ad.
I'm sure there will be a case study soon, which I'll share when possible.