Uniting Behind A Social Cause
Here's how Virool helped Scotts drive brand awareness and buzz
“ Simply put, Virool drove a significant amount of earned media for us. As a result of this campaign, we saw a 33% increase in organic views through social shares. Their combination of native, social and in-stream placements allowed us to reach our target audience and maximize campaign efficiency. We look forward to continuing to partner with Virool. ”
David Grzelak
Chief Strategy Officer at Revolocity Creative
The Story
For the 2015 Women's World Cup, FIFA planned to install artificial turf instead of a traditional grass playing field, causing an uproar from U.S. National player Abby Wambach who petitioned for the plans to be changed. To show their support, Scotts Miracle Gro offered to pay for grass fields for the Women's World Cup facilities, but FIFA declined the offer. Together with Abby Wambach and other women's soccer stars, Scotts launched the "Keep it Real" campaign to raise awareness about the cause.
The Solution
Revolocity Creative partnered with Virool to distribute two Scotts Miracle Gro videos across the web. Virool created a custom distribution plan for the Scotts campaign across our ActivView product suite, with targeted placements and custom branded content on premium sites where soccer fans are most likely to engage with the video. A custom call-to-action banner encouraged audiences to share the video URL on Facebook.
The Results
For one month, Virool targeted the Scotts' audience, earning the video 900,000 views and a 72% average duration that kept viewers engaged. Using custom sponsored content with Buzzworthy, Virool encouraged social sharing in the most native environment possible, leading to 8.4% Facebook share rate and an additional 290,000 earned views.
900,000
Paid Views
8.4%
Facebook Share Rate
290,000
Earned Views
72%
Average View Duration
We paid Virool for 900,000 views. 8% of viewers shared on Facebook earning us 290,000 more views. We basically got a 33% increase in views we didn't pay for.
REVOLOCITY CREATIVE
in the Wall Street Jounal
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