On March 27, Century 21 Real Estate became the first national real estate franchise to takeover the home page of YouTube.com when it launched “Puppy Cam” with the tag line: “Fall in Puppy Love with Your Dream Home on C21.com.” (The March 27 date corresponds to the highest search traffic day for real estate, according to Google.) The campaign included a full banner at the top of the home page of YouTube.com.
The campaign was a huge success drawing over 44 million viewers who spent over 22,000 hours viewing our eight puppy cams! (More metrics to come)
According to Digiday article: What do a ton of fluffy puppies and a real estate franchise have in common? On the surface, not much, but in a series of Web ads that launched last month, Century 21 has essentially equated watching a litter of wiggling baby dogs to the feeling you get when buying a new home.
Last week, the company took the campaign as step further, running a massive ad on the YouTube homepage featuring an all-day PuppyCam that directed users back to the Century 21 website. The stunt, according to Century 21′s chief marketing officer, Bev Thorne, resulted in more than 44 million impressions.
“The original puppy video was received so favorably, so we used that creative to take over the [YouTube] front page and had a little fun with it,” said Thorne. “With the traffic that we got, we were able to connect people with agents and offices.”
“In essence, we’re inviting YouTube visitors to fall in ‘puppy love’ with their dream home by showcasing eight adorable videos of furry little friends playing, running, sleeping and, overall, just being downright lovable.”