GeoLotto’s Viral SEO Video Hits 400k Views

GeoLotto’s video marketing campaign launched on 22 December 2014 and quickly surpassed expectations. The six-part series featured a GeoLotto representative handing out envelopes of cash in UK cities, capturing spontaneous reactions and amplifying brand visibility. By early February, the videos had attracted a combined total of over 400,000 views.

TMI supported GeoLotto throughout the production and promotion process. The new media team provided direction on the edit structure, musical overlays, and YouTube channel optimisation—ensuring playlists and meta data were tailored for maximum discoverability.

As each video went live across GeoLotto’s YouTube channel and Facebook page, the outreach team activated a multi-pronged influencer campaign. Online publishers, social platforms, and key press outlets were engaged to distribute the videos organically. The results were significant. GeoLotto’s YouTube channel experienced a 2400% increase in video views, and the campaign generated thousands of brand mentions across digital media.

Video Engagement

Strategic feedback was provided on each video edit to maximise shareability. By the campaign’s midway point in February 2015, users had watched more than 3.2 million minutes of GeoLotto video content—equivalent to over 53,300 hours. Viewer retention was impressive: average watch time reached 71%, far exceeding the industry norm of 20–30%. While the UK drove 60% of views, audiences in Australia and the US each contributed 7%.

Going Viral

Initial projections estimated a baseline reach of 10,000 views. Just one month in, a single video had surpassed 49,000 views. This number doesn’t account for the additional exposure from third-party reuploads. For example, The Daily Mirror re-uploaded the content and recorded 969 shares. UniLadMag.com reposted it to their Facebook page, generating 23,000 views, 5,000 Likes, and 500 Comments. Meanwhile, Metro.co.uk and the Edinburgh Evening News brought in 2,000 and over 250,000 views respectively. The Evening News post alone gained 5,329 Likes, 1,900 Comments, and 1,148 Shares.

UniLadMag.com’s own re-upload delivered 2.8 million views and 15,000 shares via Facebook. The ripple effect continued with Channel 4’s The Last Leg expressing interest in airing the footage on its live show.

Organic Reach at Scale

While a portion of the campaign budget was allocated to Facebook and YouTube ads, the primary focus remained organic outreach. Key influencers and high-profile publishers were engaged from the start to ensure early traction. As the videos spread, media attention snowballed, supported by widespread social media shares and community interaction.

GeoLotto’s campaign is a testament to the power of combining quality creative, structured outreach, and digital PR. The result was a campaign that not only drove high viewership but also embedded GeoLotto’s brand into national conversations.