AHD 168
AHD 168 - Viral Seeding Case Study
Background
AHD Imaging is a Manchester-based animation company that boasts an impressive portfolio of property clients throughout the North West.
It is seeking to expand its client base and approached SKV PR to help raise its profile in new sectors.
The PR challenge was to boost AHD’s market position and bring them front-of-mind with existing clients.
Also to begin the process of shifting awareness of AHD’s visualisation expertise for TV onto the radar of the advertising industry.
Brand managers, advertising creatives, ad directors and production companies needed to know the creative and technical expertise within AHD.
Objectives
- To create awareness of AHD in the advertising arena.
- To position AHD as a player in a relatively new field
Strategy
SKV recommend that AHD’s clever and poignant film-in-progress featuring a redundant character from a ‘credit-crunched’ campaign could be a powerful calling card.
The film had strong viral potential to be seeded in the national and global advertising and creative community.
For this film to be viral success, SKV recommended a Christmas message and a compelling call-to-action, tailing the film with some clever copy/voiceover suggesting that if people could find an advert for the character they should get in touch.
Campaign implementation
SKV advised uploading the film to YouTube and then set about seeding the YouTube link on the web to sites such as Twitter and bookmarked on Del.icio.us, Stumble Upon and Newsvine .
We then issued a press release about the success AHD168 to Sourcewire, PR Web, and regional and other trade media read by the advertising and creative industries including the influential how-do.co.uk.
Simultaneously we sent the link to our own friends, contacts and Facebook groups to build momentum.
For example, on Facebook - it was posted to:
- PR and Comms Network - 6,926 members
- Network Marketing Professionals - 4,300 members
- Internet Marketing University on Facebook 4,000 members
- Computer Programmers - 9,000 members
- Graphic Design and Adobe Photoshop 46,500 members
- Public Relations Society of America (PRSA) 5,900 members
- 3D Animation - 5,000 members
- 3D Modeling and Animation Group - 2,500 members
Results/evaluation
To date, over 30,000 people have viewed the film on YouTube and it is being blogged about all over the world.
AHD has had calls from potential clients from as far afield as Moscow and a music label based in London has been in touch asking if AHD168 could appear in a music video for one of their bands.
Blogs which featured the video are Hogg Blog, Gizmodo, CGI, Graphic Design and animations, and Feed.
Coverage has been achieved in/on:
