Morning Update: Youtube’s most watched ads in June; Coke’s new Olympics ads; Dentsu Aegis opens LBGT+ network
Ad Week: The 10 Most Watched Ads on YouTube in June
Cristiano Ronaldo was triumphant on and off the pitch during the Euro 2016 soccer tournament. While Portugal lifted the winners’ trophy in France, its superstar striker teamed up with Nike to create the most-watched ad on YouTube last month, as ranked by Adweek and Google’s monthly YouTube Ads Leaderboard.
Note: To be eligible for Adweek and Google’s Youtube Ads leaderboard, videos must be marked as ads on Youtube (i.e., they get some paid views) but must also earn significant organic views. The algorithm factors in paid views, organic views and audience retention (how much of a video people watched).
https://youtu.be/-xgrFv-j1ws
Ad Age: #ThatsGold: See Coke’s Olympics Ads
Coca-Cola’s global Olympics campaign uses footage of 79 athletes from 23 countries across a variety of sports, from swimming to badminton. But the cola giant is putting as much emphasis on bubbly soda-closeups and bottle shots as it is on gold medal moments.
The approach puts a sporting stamp on the product-first marketing strategy that Coke initiated in January with the “Taste the Feeling” campaign. The Olympic campaign uses that tagline and anthem but adds the line “#ThatsGold.” Two TV spots mix footage of Olympic competition with everyday moments, like a young couple diving into a pool and kissing under water.
Campaign Live: Dentsu Aegis launches LGBT+ staff network in UK and Ireland
The network aims to support lesbian, gay, bisexual and transgender people across the company’s 3,500-strong workforce in the UK and Ireland by ensuring an inclusive and diverse culture. The network will provide consultancy to all Dentsu agencies, including Carat and Mcgarrybowen, which will advise how to better understand and reach LGBT+ communities.
The network is sponsored by Liz Jones, chief executive of B2B for Dentsu Aegis Network UK & Ireland, and is run by a team of “LGBT champions” across the company’s agencies.
AdWeek: Instagram Is Inspiring Marketers to Make Square-Shaped Videos for Facebook
Last week, Wendy’s and agency VML launched a campaign spoofing the explosion of food videos that have popped up in Facebook newsfeeds in the past year. Like the popular videos created by the likes of BuzzFeed’s Tasty, Tastemade and others, the video was shot and uploaded in the shape of a square that fills the full space of a newsfeed when viewed on a mobile device, where the bulk of Facebook content is viewed.
Digiday: How publishers wring new value from old content
Creating original editorial content is expensive. That’s why modern publishing is as much an exercise in dusting off and repurposing old content as it is creating fresh posts.
There are a few ways publishers squeeze more out of their content. One is the approach BuzzFeed has honed, to keep iterating. One way it does this is with what it calls “hot frames.”
