Now It’s Ice.com and YouTube
Earlier this month I blogged how Neiman Marcus and YouTube were teaming up to celebrate Neiman Marcus’s 100th birthday. So I was not surprised when I saw Internet Retailer report that Ice.com is now advertising on YouTube.
Ice.com is an online jeweler who must have see the same YouTube demographics as Neiman Marcus.Ice.com executive vice president of marketing Pinny Gniwisch said that they are on YouYube because:
“The people who watch and participate in YouTube are on the cusp. They are the trendsetters,” he says. “I want them to identify with my brand. If I can interact with these connectors, the word of mouth is tenfold what I would have gotten from someone else who’s part of my demographic but not on that level of web interaction.”
Interesting comments here in that Gniwisch is revealing that they are going after the online influencers first, as once he has them on board that the rest of the community will follow. I have to applaud the approach that Gniwisch is taking with YouTube. He is measuring success of the campaign by:
the number of views Ice.com’s videos have received on YouTube.com – about 50,000 altogether — in the 6,000 YouTubers who signed up for an Ice.com sweepstakes promoted with one video series release, and the 16,000 who have signed up for “Pinny’s World,” asking to be notified whenever Ice.com puts up new video on YouTube.
Yes these are basic measurements of a campaign, but at least they are a stake in the ground and are action that can easily be measured. It appears that ice.com has thought this through and is willing to invest a little time and effort into making this social media campaign work. Gniwisch says he’s willing to experiment with YouTube as an entertainment venue rather than a purely marketing vehicle for a while longer to see if ROI will materialize.
“If I can get enough people to watch my channel, I can eventually throw a product video that is both entertaining and ROI-driven into the mix,” figures Gniwisch. “As more people register to your channel, your ability to succeed as an ROI-based investment is more likely.”
Filed under Social Media Marketing, Social Media Optimization, Social Retailing : Comments (6) : Sep 28th, 2007
September 28th, 2007 at 8:27 am
[…] unknown wrote an interesting post today!.Here’s a quick excerptEarlier this month I blogged how Neiman Marcus and YouTube were teaming up to celebrate Neiman Marcus’s 100th birthday. So I was not surprised when I saw Internet Retailer report that Ice.com is now advertising on YouTube. … […]
September 28th, 2007 at 9:27 am
[…] unknown wrote an interesting post today onHere’s a quick excerptIt appears that ice.com has thought this through and is willing to invest a little time and effort into making this social media campaign work. Gniwisch says he’s willing to experiment with YouTube as an entertainment venue rather than … […]
September 28th, 2007 at 12:44 pm
[…] rss@youtube.com (number1position) wrote an interesting post today onHere’s a quick excerptEarlier this month I blogged how Neiman Marcus and YouTube were teaming up to celebrate Neiman Marcus’s 100th birthday. So I was not surprised when I saw Internet Retailer report that Ice.com is now advertising on YouTube. … […]
September 29th, 2007 at 5:23 pm
YouTube is great. I should have been posting videos along time ago. I am trying to talk a client into using it as a social media venue.
October 1st, 2007 at 5:52 am
[…] Now It’s Ice.com and YouTube […]
October 13th, 2007 at 11:52 pm
Ice.com are on of the biggest advertisers online, and a leader in it. This is another brilliant move by the Gniwisch team…