Online video is a major part of the interactive world and many say it’s the future of marketing. However, it wasn’t until recently that we’ve seen companies actively use it to reach audiences online. Toyota (apart from the recall woes faced earlier this year) and Levi’s have shown great leadership with their current campaigns. Inspired by Reel SEO’s tips for creating a web series, we believe these brands hit the nail on the head with content that centers on universal truths for the target audience, encouraging them to contribute, watch and share with others.

Toyota
Toyota’s Sienna Family changed the way we viewed automobile advertising, especially after the now famous Swagger Wagon music video took the web by storm. Armed with (self-professed) A+ parenting skills, the family gave parents and minivan drivers the opportunity to chuckle at the well-known steps new parents take to meet varying family needs. Taking a step back from traditional car ads, Toyota developed a campaign around an engaging, sitcom-style series of online videos that don’t push warranties, pricing and the like.

Already, millions have gone out of their way to meet the family. As Spork Marketing Blog notes, unlike traditional TV advertising, “online video viewers have elected to watch your content – it’s not being forced upon them.” With nearly 3 million YouTube channel views and over 4 million views of Swagger Wagon alone, Toyota has achieved an online video marketing success.

Levi’s
The popular clothing brand grabbed Mindgruve’s attention with “Ready to Work” (an extension of their “Go Forth” campaign), which documents the new pioneers of Braddock, PA, through an 11-part online video series.

Unlike Toyota’s series of laughable family quirks, this series of online videos pull at the heart strings by tapping into the idea of hard work, a theme integral to America and Levi’s roots, while also highlighting a very real concept many have faced in light of economic highs and lows, starting over. These personal narratives will be carried through the entire series as it showcases the potential of Braddock residents, including Braddock’s Mayor who expresses his passion for the town with heartfelt tattoos.

Still early in the campaign, Levi’s made the right decision to captivate their audience by leveraging their Facebook Page and YouTube channel. The use of their social network makes the series easily accessible to those already interested and is sure to help spread the word about this resilient community and Levi’s brand.

Done correctly, online videos can be an engaging medium and possess the ability to enhance your marketing with repeated viewing, sharing and meaningful discussion. While there is no surefire way to guarantee a hit, choosing and executing on a theme universal to your audience is a good first step.

Social networks are becoming the new form of communication among friends, colleagues and family. And aside from the socializing aspect of these sites, they’re proving to have a strong impact with online advertising and marketing. In recent years, social media has been a valuable internet-based tool used for the sharing and trading of information. And now famous networks like Twitter and YouTube are giving big name brands reason to think twice about their ad campaigns. 

Motrin Ad Causes Controversy

The power of social media and the influence it can have became evident when Johnson & Johnson recently pulled an online advertisement for its popular pain pill, Motrin, after it became a target on social media networks across the country. The major health care company launched the ad over the weekend gearing their marketing towards mothers who get back pain from carrying their babies in slings. However, female consumers found the ad to be offensive due to its “insensitive portrayal of women’s pain.” 

WIthout missing a beat, consumers quickly took to their blogs and video-sharing sites like YouTube and Twitter to voice their anger and disapproval of the new Motrin ad. 

The Influence of Social Media

So what was the result of all of these bloggers exposing their outrage at Johnson & Johnson? The pharmaceutical company quickly pulled the ad from the Motrin site and made several apologies on both their site and blog to any consumers they had offended. 

“It was meant to engender sympathy and appreciation for all that parents do for their kids, but did so through an attempt at humor that missed the mark and many moms found offensive,” explained Kathy Widmer, vice president of marketing, on J&J’s blog.

The company is also yanking the ad from all magazines.

This is just one instance that proves just how influential social media has become in today’s society, so influential that it can sway corporate behavior at Fortune 500 companies like Johnson & Johnson. Among other social media networks that have reared their head as influencers in an ever changing web-based world, are Facebook and MySpace, two sites that have changed the way that youth and adults alike communicate and share with one another. Whatever happened to the simple days when your cell phone was your primary means of communication? Long gone.