How can we reimagine the way you market a security camera on social media? And at the same time, how can we celebrate our current Nest Cam owners and community?
As a 24/7 live streaming camera, Nest Cam users capture and submit some pretty amazing clips to the Nest brand on a regular basis; all of which are marketing gold as proof of our product. They showcase what the camera can do through real life, everyday use-cases (they're actual customer clips!). Nest Cam clips on their own aren't always the most compelling shots in the world. But when paired, and played against each other, the content and clips allow us to play into real time and cultural moments that have some social equity and stickiness to them. As the year came to a close, we wanted to celebrate the best of these clips while playing off of the seasonally relevant end-of-year video trend that's become an annual phenomenon for brands & publishers in December. From break-ins, to first steps, there's no better way to showcase the capabilities of our product than through the content itself, from our current owners and their submitted clips. Alas, 2016 #caughtonNestCam.
*1.2M+ views on YouTube, 3.1M+ views across Facebook making it the most viewed video on the brand's Facebook page all time.
*1.2k+ combined shares on Facebook & Twitter resulting in an estimated reach of 4.5M+
*634% lift in user generated Nest Cam mentions (#caughtonNestCam) during campaign period vs. previous period.
*275% lift in user generated Nest Cam submissions from fans year-over-year.
*17% relative lift in awareness for Nest Cam per YouTube Brand Lift Study results.