English to Russian Marketing Marketing / Market Research

Доброго времени суток.

Extra took the original video and created a variety of fifteen-, thirty-, and sixty-second versions. Since they knew the two-minute version would be the most impactful, they launched a significant digital ad campaign around the long version so that when the shorter versions were released on television, many viewers would have already seen the whole story.

The response was everything Extra could have hoped for: tweets, retweets, and Facebook posts, oh my! Ellen DeGeneres tweeted about it, and YouTube viewers voted it as the ad of the year in the “Gives You the Feels” category.

While we all want social love, and likes, shares, comments and retweets are nice, what Extra was most concerned with was bridging the sales gap. The success of this campaign was measured entirely on whether or not people purchased packs of Extra gum. At the critical moment—the moment of gap-closing truth—did consumers buy Extra?

The answer? Yes, they did.

The two-minute video has been viewed over one hundred million times, and more importantly, Extra reversed their declining sales.

Now that is a ***happily-ever-after if ever there was one***.

Спасибо.