As marketers, we share one goal: to convince people to engage with our brands. But truth be told, it can take a lot of work to achieve this goal.
That’s why we’re always drawn to YouTube’s Ads Leaderboard. An annual list of the most-watch video ads of the year. In a world of unlimit content, millions of people choose to watch these ads. So it’s useful to analyze what makes them so successful.
While there is no one-size-fits-all formula for making a video ad go viral. We can make observations about what works to inspire our own mia strategies. Below are 3 proven approaches, taken from the latest Ads Leaderboard.
Anchor your campaign to YouTube viewing trends
For its 20th anniversary special of “Harry Potter,” HBO Max want to reach. Two distinct audiences: die-hard fans eager to reconnect with the magic of the series. And a new generation of younger viewers who had yet to embrace the franchise.
To appeal to both groups, HBO Max tapp into a powerful trend: People fusion database like to watch content that makes them feel nostalgic . With this in mind, the brand design a video ad to offer viewers a touching retrospective experience fill with “Harry Potter” memories. In addition to showcasing memorable moments from the cast, the ad both appeal to fans and authentically celebrat their journey.
HBO Max us YouTube to power the campaign
As JP Mallo, VP of Marketing for HBO Max Originals, explains, “YouTube is often our first indicator, when we launch the first marketing assets, of how our audience is interacting, what sentiment we’re sensing and what they’re responding to in terms of content themes, if at all.”
YouTube has proven to be the ideal place for HBO Max ads, as people artificial intelligence and inbound marketing a winning combination of all ages flock to the platform for nostalgic content. According to a 2022 Ipsos survey, 80% of Gen Z say they watch YouTube for nostalgia. By running a nostalgia-driven campaign on YouTube , HBO Max was able to appeal to “Harry Potter” enthusiasts while also capturing the attention of a younger generation.