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Glad Trash Bags Campaign Reflects Industry Focus on Video

Glad, the maker of trash bags, has launched a Facebook- and YouTube-based campaign for its Black Bag line. The campaign is a reflection of industry research on how people are using the product—as well as the larger trends in social media campaigns, namely an emphasis on clever YouTube videos.

Clorox, which owns the brand, found that families use the Global Black Back product, originally meant for outdoor work, for everyday use—especially when they are a lot of children in the house, Mashable reports.

The company created a fake reality show featuring wild life to make its point that its bags are suitable for any hectic lifestyle. The campaign also includes an app that makes a personalized video personalized based on the user’s Facebook profile, Mashable said, as well as a $25,000 sweepstakes.

YouTube/Video Top Area for Increased Social Media Marketing

Expect to see more such video-focused campaigns. YouTube (and/or other video sites) is the top area where marketers plan on increasing their social media efforts, finds Social Media Examiner in an April 2012 report.

YouTube/video is slated for an increase in activity by 76% of respondents, ahead of Facebook (72%), Twitter (69%), blogs (68%), Google+ (67%), and LinkedIn (66%).

Another sign of the video format’s growing popularity in digital marketing: according to a March 2012 report from the Web Video Marketing Council (WVMC) and Flimp Media, 81% of senior marketing executives are using online video content, with brand websites (67%), social media sites (61%), and email marketing (52%) the most popular avenues for sharing content.


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