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We started our outreach campaign for a GeoLotto video project on 22 December 2014, and as of the beginning of February achieved a total of approximately 400 000 views for the 6 videos that were released.
The videos featured a GeoLotto rep walking the streets of UK cities handing out envelopes of cash. Our new media producer liaised on the structure of the footage and the musical overlay, optimising GeoLotto’s YouTube channel for playlists and meta data.
As soon as the videos were published on GeoLotto’s YouTube channel and Facebook page, our outreach specialists attracted online influencers and high profile websites to embed the videos for their followers. The videos were shared with key audiences across multiple social media platforms, and our outreach specialists contacted the press to spread the word. There were sites that got wind of the viral video content and re-uploaded the video themselves.
Apart from the video views, the campaign also increased brand awareness for GeoLotto – with an estimated 2400% increase in their YouTube channel video views and thousands of GeoLotto brand mentions across multiple web platforms.
We provided critical feedback and guidance on video edits to increase the shareability of the videos. The finalised videos were both entertaining and shareable, which carried the project to the next level.
Our forecast of the minimum number of views—based on the budget, average click-through rates and similarly themed video campaigns—was 10 000. By the end of January just one of the videos had attracted 49 455 views. This total does not include views of the video on any sites which re-uploaded the video themselves.
GeoLotto wanted an organic outreach campaign. Some budget was allocated toward paid advertising on Facebook and YouTube, but the majority was assigned to identifying and contacting online personalities and popular websites with large followings to share the videos with their online communities.