In November 2014, Hi-Tec launched an international online documentary project to highlight extraordinary walking tales. We were asked to promote two key videos, to maximise online views and generate media and influencer interest.
We created a plan that focused on targeting national and international influencers with high international reach, as well as the marketing and creative media. We then seeded the video out to interest groups such as music, film, city walking, human interest, technology, and art. We then cascaded the videos to reach more influencers, media, and video sharing sites that matched the target audience profile.
As a result of our outreach, a number of European blogs and media featured the videos, including Business Insider, The Drum and Venture Beat, the latter being a vast technology news site and blog with a following of 6.5 million. Due to the international influence of Venture Beat, the piece was picked up globally.
The Walkumentary story was well documented in respected creative publications in Europe and US such as Creativity, Contagious and The Drum. Many publications shared more than one video, also posting the Tegami video to give the reader more information about Yassan’s story. As a result, the views on YouTube and YouKu (China’s most popular video sharing site) skyrocketed.
With an estimated reach of 269+ million, we achieved international coverage in over 130 publications, including highly-influential media such as Venture Beat, Business Insider, The Drum and Contagious, as well as across each of the core interest groups for the campaign. The story was also picked up in top national site, Mail Online. The videos have been viewed by 643,546 people (and counting!).