By Michael Benson
09.19.14 |

Kmart, Samsung, Speed Stick, Gatorade, and PUMA are producing fantastic YouTube ads. Read this week’s YouTube Brand Videos post to learn what these market leaders are doing right, and where there is still room for improvement.
1. Kmart: Not a Christmas Commercial

  • Why it works: Points out how ridiculous Kmart is being, but the use of humor ultimately generates viewers. Annotations at the end bring you right to the layaway page.
  • Areas for improvement: It’s only September. Not. Ready. For. Christmas. Yet.
  • Key takeaways: Timing is important when selling a product/posting a video. Even if you have to make do with the timing you’re given.

2. Galaxy Tab S—What You Really Need

  • Why it works: Shows how the Galaxy S can entertain you when you have a lazy day at home. Dax Shepard and Kristen Bell are well-known celebrities promoting Samsung’s product, and celebrity appearances often boost views significantly.
  • Areas for improvement: Description is lacking a product page link. There are no annotations bringing you to a homepage or product page.
  • Key takeaways: Celebrities promoting your product will generate views, but without a link to the product you might not generate sales.

3. Speed Stick Gear: Wold’s Largest Urban Zipline

  • Why it works: Uses end annotations to engage with viewers as well as bring them to the Speed Stick YouTube Channel.
  • Areas for improvement: The only branding in the whole video is the landing target that the zipliners parachute to. A little more branding would help Speed Stick.
  • Key takeaways: Annotations help tie a video back to a product, even when the video isn’t hosted on the brand’s channel.

4. Gatorade: Made in New York

  • Why it works: Derek Jeter is just as “New York City” as Frank Sinatra. Nostalgic marketing at its finest with the black and white video and Frank Sinatra’s “My Way.”
  • Areas for improvement: Could have used annotations and modified the video for YouTube.
  • Key takeaways: Gatorade capitalizes on the Derek Jeter farewell tour. Showing the product isn’t necessary if you put your brand on a great video.

5. PUMA: Jadeveon Clowney | PUMA Faster Delivery

  • Why it works: Celebrities and humor provide a win-win for PUMA. Good SEO (via Pixability).
  • Areas for improvement: PUMA could have taken advantage of more YouTube features like annotations or an end card.
  • Key takeaways: If you can use a celebrity (especially with good release timing), go for it!