The future of Canada’s marketing industry will be shaped by its youngest talent—the super-worldly, plugged-in, brilliant and creative youth who are already making a name for themselves. Marketing put out the call to the industry to find the top 30 standouts under the age of 30 who have already made their mark on the industry.
From PR to advertising to media and beyond, our 30 Under 30 showcases the smartest, bravest and most creative ones to watch in the business.
Reid Campbell, 27
Founder, managing partner, VMG Cinematic
Reid Campbell is the founder of VMG Cinematic, the video and social media marketing agency behind one of the most successful brand-produced viral videos of 2011: pro baseballer Evan Longoria’s seemingly supernatural catch of a ball speeding toward the head of a reporter he’s talking to.
BBDO New York produced the video and enlisted VMG to help with the distribution strategy. Instead of publishing it on Gillette’s YouTube page, the agencies suggested creating a fake user account, MrSprts12. The only sign the video is branded is a stadium ad in the back of the shot, which led to a lot of discussion. Campbell says this tactic created buzz around the video.
“It was all about the real-or-fake question: did he actually catch it?” Campbell says. “The modest Gillette branding in the video itself, and the choice to upload it under the anonymous MrSprts12 user instead of through Gillette’s official channel, helped to fuel early speculation and keep the debate going.”
Within a month, it had been seen seven million times.
And so it’s not surprising that clients often ask Campbell how they can go viral. Though he’s been able to deliver big numbers for brands, Campbell says he’s actually more focused on finding the best viewers for his clients than “going viral.”
While he wants his videos for BlackBerry to collect hits on YouTube, it’s more important they be featured on top tier-tech blogs.
“As a marketer, going viral is really about getting the right eyeballs rather than the most eyeballs. While getting millions and millions of random views may seem like viral success, what really matters is that you’re reaching actual prospective buyers, who will not only purchase something themselves, but become an extension of your marketing team and help you find other potential customers.”
Thanks to its success in producing and seeding viral videos, VMG saw a 243% growth in revenue between 2009 and 2011. The agency funnelled some of that revenue into charities, including the Remix Project, a youth program that helps Toronto youth prepare for careers in the arts. Campbell, who says his first love is actually music, also plays pro bono shows in a cover band, supporting charities like the Lighthouse Program for Grieving Children and Sick Kids. Rock on, brother.
For lots more of the 30 Under 30, pick up the Sept. 10 issue of Marketing magazine.
Photo: Mike Ford
