During the Obama vs. McCain election, Hooman TV came out with a viral video to explain the importance of youth voting in this election. To help spread the video Hooman TV partnered up with LS Interactive. Together they came up with a set of goals that they would like to see happen. Their goals: to get over three million views and 3,000 comments about the video.
To start off the campaign they went to Facebook to share the video through their newsfeeds. While sharing the video through Facebook they also targeted political oriented groups and shared a brief description about the video and also posted a link to it on the groups’ walls. Reaching out to people on Facebook was just a small section of their targeted audience. They mainly focused on getting user’s attention on Youtube. Their efforts were focused in a three pronged approach:
- They remained active when viewing the comments that were being left about the video. There were four people that actively focused on the comments and as soon as a comment was left, they would instantly respond with a comment of their own. Doing this was crucial to the campaign because it was a way to keep discussions going.
- They set up keywords that were popular in other political videos. Youtube finds videos for users based on keywords that they use, so LS Interactive searched each day during the campaign for the top political videos and matched Hooman TV’s keywords to those videos.
- They remained engaged with the blogs and other websites that had links back to their video. Because of Youtube’s link data LS Interactive was able to find out which blogs or websites added a link to the video on their page. Once they obtained that information they would go to the page and leave a comment thanking them for sharing the video with their friends and followers. Doing this created even more discussion about the video and also made Hooman TV known as active members in the online community.
At the end of the campaign, the results were even better than they had expected. Many different blogs and websites like CNET, Huffington Post, and Yelp posted about the video. They exceeded their goal of 3 million reviews and ended up with over 5 million views of the video and it also received 3,692 comments. With 3,700 user rating, the video received 4.5 stars. The team of this campaign thought out every single step and set realistic goals for themselves. Because they continued to stay active throughout the entire campaign, their goals were more than they could have hoped for.