OK… so it’s not quite ‘gangnam style’, but this popular article headline received more than 4,136,566 impressions, 5,407 clicks and a CTR of 0.13% in just a few weeks in the run-up to the 2012 Holidays. A nod to the popularity of one of last summer’s most memorable British heroes, this popular video proved that anyone can dance.
The Mo Farah Foundation, via Fifty6 Media and Virgin Media partnered with Outbrain in order to maximise audience reach and engagement for the video hit “Do the Mobot”. An unlikely hit of the Summer Olympics, the Mobot captured the hearts of the British public and as part of this creative, content led campaign, a number of sportsmen and politicians including: Tom Daly, David Haye and even London’s Mayor Boris Johnson – were captured by the camera doing the “Mobot”! The aim being to encourage the public to submit their own “Do the Mobot” videos.
For every video uploaded to the charity, Virgin Media made a donation of £2 and over a four-week period, Outbrain facilitated the driving of web traffic to the campaign’s YouTube site, via links from its publisher network in the UK. Amongst the top referrer sites were The Daily Telegraph, Sky News and the Mirror Group, and the campaign delivered 127% of its target number of clicks – supporting the Mobot campaign in raising awareness and funds for this worthy charity.
Visit the CMA for a more in-depth view of how Outbrain did the “Mobot”.
January 23, 2013