Roll up, roll up, baby!

Monday, November 23, 2009 | 10:05 AM

In 1969, man first stepped foot on the moon, so, it was only a matter of time before we were able to get babies to rollerblade. Luckily for us, BETC EURO RSCG advertising agency were on hand to film the first breed of "Roller Babies" as part of their ad campaign for Evian water, and we are thrilled that the news has traveled all the way to the record books. In the last week, the phenomena that is "Roller Babies" has been officially awarded a Guinness World Record for "the most viewed online advertisement."

The ad campaign was launched exclusively on YouTube in July, with homepage ads in six countries around the world. Since then, it's been a smash hit, and has proven the value of making big bets on our site. We've learned from previous campaigns that paid views -- like YouTube homepage ads or Promoted Videos -- can drive organic views, and branding research conducted by Nielsen in France found that the advertising campaign was the key catalyst in building brand equity and sending the video viral. Nielsen also found that 80% of those who saw the ad on YouTube in France and in the US considered discussing it, and 2/3 wanted to share it with friends. And using YouTube Insight, Evian discovered that the official French version of the online video ad received over 60% of its views from outside France, proving that creativity travels far and wide on YouTube.


At YouTube we love creativity, but we especially enjoy when data confirms that creativity works.


Posted by Gianni Pulli, Industry leader, France





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