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Parrot AR.DRONE The YouTube success story
Nicolas Halftermeyer, Manager Marketing & Web PARROT Parrot and YouTube go back a long way.
We started posting our videos on Youtube in 2006.
We already had over 80 videos before the AR Drone came out.
During the launch of the AR Drone
at CES Vegas in January 2010,
our server crashed under a 10-fold increase in traffic.
We had no backup option and didn't know what to do,
so we went ahead and decided
to upload everything to YouTube.
We redirected our traffic to YouTube,
where we could show our videos using their servers.
Our first AR Drone video
was our only marketing investment at the time.
The video was an instant hit,
reaching 1 million views in 2 days.
So on the advice of Keyade media agency
we decided to buy 8 home page ads the same day,
Sunday, September 5, 2010, with our hearts set on a dream.
That dream market being the U.S., of course.
The ad had 80 million views,
the vast majority of which came from the U.S.
Our YouTube home page
was almost as visited as a Superbowl ad!
Henry Seydoux, CEO de PARROT The AR Drone - YouTube campaign
has been a tremendous success.
Which media is best suited for a company like ours
that makes ultra high-tech gadgets,
and can be seen anywhere?
YouTube.
There are about 7000 videos from Drone owners on YouTube.
It's the best way to ensure
that the Drone remains a hot topic.
The impact that YouTube has had on our sales is crystal clear,
first in terms of web traffic.
Our e-commerce site traffic has increased ten-fold.
Our sales on Amazon.com have exceeded forecasts
three times over.
Before we started advertising on YouTube,
the AR Drone channel had 1.5 million visits.
Today we have over 5 million visitors,
making it one of the most viewed
high-tech product channels in the world.
When it comes to marketing,
we see YouTube as a must-use tool.
Each time we think about promoting the product,
we talk about what to do on YouTube.
High-tech products are among those best suited to YouTube.
It's not as sexy as a music video,
but we do see a lot of very enthusiastic clips on YouTube,
and a lot of unboxing videos too.
It's often one of the factors that clinches a sale.
Another point is the demo effect,
which has become extremely important
as tech products become increasingly full-featured.
Julien BABIN, co-founder, Keyade / Media Agency As a follow-up to our 2010 action plan,
in February 2011
we launched a YouTube campaign based on video ads.
We started in 5 countries. Following our initial success,
we extended the campaign to 4 more countries,
and then to another 5 in April,
making 14 countries in all,
with roughly 4 million views since February.
We ensure that Parrot remains on the cutting edge of innovation
through keeping a constant eye out
for new Google and YouTube tools.
Recently we launched True View campaigns
which have been highly successful,
and which we will be expanding to all 14 countries.
It's based on YouTube.
This means that we first post our video on YouTube.
Then we distribute it through our media contacts
as well as in stores,
where it is shown on in-store video screens.
But the bottom line is that the video was created for YouTube,
which is what's amazing.
We're a product of the YouTube generation.
Meaning we've never considered
selling the Drone without YouTube,
and we can't imagine launching any product today
without YouTube.
Production: Aloest Productions
PARROT AR.DRONE The YouTube success story