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Xerox basks in YouTube afterglow

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These days, YouTube is the advertising gift that keeps on giving. Xerox Corp. leveraged that fact in last fall's giant “Ready for Real Business” campaign, which highlighted the company's makeover. TV and YouTube advertising were big parts of the promotion, and all of those video ads were also posted on the company's integrated YouTube channel, which underwent a major redesign for the occasion. “When videos are placed properly and propagated through other channels, the momentum keeps going long after the ad spending ends,” said Duane Schulz, Xerox's head of social marketing. The results testify to that. The Xerox YouTube channel was averaging about 15,000 monthly views prior to launch. Three months after the YouTube ads ended, that average had doubled. Call it the YouTube afterglow. Schulz's tenets of great video: “Keep it brief, and make sure the message is loud and clear. Professional quality is OK as long as it doesn't look like you're overtly trying to close an order.”
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