L’Oreal USA spends more than a billion dollars annually on measured media, and as it has moved money rapidly into digital media in recent years, most of that targets consumers evaluating products they already know about.
But the “Zombie Boy” viral video campaign, that this year celebrates 10 years, for one of the smallest of the company’s 23 brands — Dermablend professional skincare and cosmetics — is showing the company can also go the low-budget route to generate awareness for little-known and new products. “Zombie Boy” Rick Genest generated 5.7 million views in its first 10 days in late October 2011. The video also has generated more than 200 million media impressions, including being featured on the Thomson Reuters video billboard on Times Square.
Today, that video, if we add the audience of its multiple existing versions on YouTube, already reaches a view of more than 40 million and continues to count.
For us it is an example that a really important campaign can be carried out, with great utility and validity over time with a low budget.