Via Silva, this is a long-form content piece for Smirnoff Raw Tea. What impresses me is the extent of product mentions (which I feel many advertisers seem to either forget...or play down due to some kind of apologetic subservience) and more importantly, 525,000 views and counting.
Over half a million views is not a viral O' the day blip...this is serious viewage my friends. It certainly rivals many cable networks AND if you chose to weight this based on a) permission based, b) credibility from friend recommendations and c) it's length (2m15), we're talking that voodoo cliche, "engagement"
The only nagging question is the ROI one. Now I'm not talking about a stupid binary "99 bottles of raw tea on the wall" sales metric...and certainly not one that would ever be bound to one particular component of an assumed larger integrated plan, but I do feel that we need to start challenging ourselves to demonstrate and validate the business impact of "viral"/communal/CGC et al.
Now if we did that, well then that would change everything, wouldn't it?
