More brands and agencies are finding that the opportunity to generate video views cheaply online are only part of the equation. The online video platform is allowing marketers the opportunity to present some targeted creative that might have otherwise been considered out of bounds and accesses a new audience. A case in point is Ragu’s new campaign “A Long Day Of Childhood” for their pasta sauce products.
They launched a series of online videos with their strongest one. Each of them deal with the trials and tribulations of being a child, but the first one about a boy entering the parent’s bedroom is quite funny. It’s subject matter could be a common one in the home, but could only be expressed on the internet.
The drop in views found in the subsequent videos show how the creative execution drops off from that first one, but it is clear that we are no longer left to waiting for that TV special showcasing international ads in order to get our fill of funny and risque spots.
On another note, Ragu was smart to do a social program that asked users to submit their own recollections of childhood “hardships.” They even do a nice job of creatively representing some selected user submissions, but they did all of this on their main Facebook page – which seems to be working off of different campaigns all at once. It is confusing and probably stunts the social activity tied to user-submitted memories. It is interesting that longdayofchildhood.com is available – yet Ragu didn’t use it. I don’t know what Ragu’s url and social strategy is, but they could have (or should have) used that to drive traffic and more fully frame this campaign. Even the images they created (like the skunk one above) could have had the vanity url placed on it to enable it to be posted many places and drive back into Ragu’s site. At this point, if someone were to see that image outside of the Ragu/Long Day framework, they would have no idea what its all about.
Ragu’s strategy is not a bad one – the spots are cute with one being really funny and their usage on Facebook is OK. But, it allowed for many holes to be realized in the campaign. You’ve got to wonder what kind of opportunities might have been missed by not providing the fullest platform to tie all of the pieces together under a clear and concise umbrella.
All in, this campaign is an example of something that is fun inexpensive to pull off. I would imagine the entire campaign was done for much less than it would have cost to produce one broadcast commercial. With it, they were able to reach a specific audience in a way that brought the brand to mind for an audience AND they were able to do some quantitative research at a nominal cost.