Influence marketing: how to use the interactive video format on youtube?

[kolikhatun0022]

A few days ago, a conference was organized by Reech, a company specializing in influence, with MACIF. I was present at the conference to make a live tweet (to be found with the hashtag MacifxReech ). The opportunity for Guillaume Doki-Thonon, CEO and Co-Founder of Reech and the Macif team, Jonathan Rodriguez and Amel Fauconnier, Affinity Communication & Social Networks Managers, MACIF Communication Department, to present a particularly interesting campaign women database whose objective is to raise awareness among younger generations about the dangers related to drug use. Moreover, MACIF launched a Barometer on addictions among young people and decided to imagine an influence campaign to amplify its launch.

A particularly successful campaign since it generated more than 6 million views on YouTube, nearly 200K likes and 3K comments. In the top 3 on the platform! Not so obvious when you think about the sector of activity, in this case, insurance. So how did MACIF manage to reach its target? Which platforms were used? What content was broadcast? Which influencer was solicited? In this article, we will analyze the 3 strategic steps that made this campaign a success.



Choosing the right platform(s)
The main platform used is YouTube. First, because it contains a large amount of information on topics that interest the audience, YouTube is regularly used as part of awareness campaigns for young people. In addition, the long-term visibility offered by YouTube is a big advantage, the videos published there remain visible for several months and their number of views continues to increase over time. As a general rule, videos record twice as many views 1 year after being posted than they do after a month. It's quite impressive! The platform also stands out for its creativity and for the broadcasting power of YouTubers.
Bonus tip: Note that publications were made in parallel on Instagram (videos, photos, stories) to give even more visibility to the campaign.

Choosing the right format
The format of this campaign is original and engaging since it is an interactive video. A format that is still relatively uncommon in France in terms of influence. With the production of a main video and numerous capsule videos. It is taken from the event series “Black Mirror: Bandersnatch” where the viewer directs the scenario and the actions of the protagonists. In reality, 15 sequences were created during this campaign. With a main introductory video that leads to several choices to be made at the end of the sequences. The format is therefore engaging in principle since it is the Internet user who decides how the video unfolds and becomes aware as it goes along. In concrete terms, the main video must be broadcast and listed on the channel, but to maintain the suspense, the secondary capsules are not listed. The brand is mentioned in the main video, thanked in the last capsule and in the description in order to be completely transparent and thus perfectly comply with the ARPP rules.
Bonus tip: Note that it is possible to get support from YouTube teams in creating this type of interactive video.