I may not be in the industry (just yet), but Ogilvy certainly have the right to blow their own trumpet every once in a while, but I think there is more to Shakira‘s music video becoming viral.
If you are not exactly sure, what I am on about, or if you have been living on your own on a deserted island, then here it is.
At the moment it has over 96 million views on YouTube alone.
Ogilvy are one of the biggest agencies in the world and that is because they can create some great campaigns, but some things have everything set-up right in front of them. This has.
Shakira, a fairly famous singer (I knew of her existence before this), was picked to create and sing the song with the South African band Freshlyground and for it to be the official World Cup song.
So from that point, there is bound to be some interest in the song as World Cup hype around the world has been quite massive!
And official viewing figures show that there were over 5.9 billion viewers worldwide – a chance that some might like the song and want to hear it again…where to watch it? YouTube might be a good starting point.
I did my dissertation this last year on Viral videos and had a decent dive into understanding why people want to watch such things.
The main points I found were that a viral has to be:
- Relevant – it is World Cup related!
- Engaging – Some high quality work etc.
- Original – the official World Cup song.
As well as placing it where it is easy to share and talk about, and by seeding it to influencers on blogs,twitter etc.
The song was talked about in the media and probably drove a good proportion of people to go and see it.
This video was relatively easy to pull off and has created some great rewards for the company.
Well done Ogilvy.
x
