Colgate-Palmolive are the latest firm where FMCG digital marketing creative agencies are facing a mainstream challenge to their businesses from hot creative talent on YouTube channels. Whatever type of marketing you do, this could impact your business.
The FMCG giant sponsored extreme sports athlete Devin Graham, (also known as Devin Super Tramp) to jump from a zip line 10,000 feet above Panama City and land on a Speed Stick-branded base.
The new Speed Stick video shows Graham and five other jumpers accomplishing the zipline stunt as planned.
The stunt has already attracted over 600,000 views on YouTube.
“This was definitely one of the bigger ones we’ve done,” said Graham, who shot the jump during a single day last May.
Production firm Fullscreen handled the logistics of scouting locations, getting permits, and hiring a local crew to shoot the stunt.
Graham said that Speed Stick had approached him and his team and asked them “What stunt have you been thinking about doing but haven’t been able to pull off?” he said.
The two parties brainstormed and eventually came up with the manoeuvre.
“They let us have a lot of creative control and come up with this. You’re starting to see a lot of companies do this instead of TV. We can find ways to fit in brands really naturally and do great videos. It’s awesome.”
Graham said 90% of his videos have branded sponsors, saying, “We can find ways to fit in brands really naturally and do great videos.”