Comments on: Viral popularity doesn’t necessarily translate into commercial success

By: Piaras

Piaras — Wed, 25 Jul 2007 17:21:31 +0000

Yeah a bit of research might have shown them that. You’ll never find me saying though that an article in the paper is going to equal X amount of sales.

By: Pilchard

Pilchard — Wed, 25 Jul 2007 15:56:21 +0000

I’m sure one of the “the KPIs they set for themselves” was being in business for more than 6 months.

By: Piaras

Piaras — Wed, 25 Jul 2007 12:29:07 +0000

It did work out for the company though, they raised awareness about Funda’s launch and got plenty of hits and articles about it. In terms of the KPIs they set for themselves I;d say they met all of them.

There is a big difference between a successful launch in terms of publicity and commercial objectives. There’s been a number of high profile launches over the last couple of years which garnered plenty of column inches, but didn’t necessarily translate into sales.

By: Pilchard

Pilchard — Wed, 25 Jul 2007 10:23:56 +0000

You can’t call it an “excellent” viral campaign if it didn’t work out for the company, Piaras!

By: paul

paul — Tue, 24 Jul 2007 05:27:55 +0000

I guess 82k views isn’t really that big in the grand scheme of things. Interestingly enough YouTube now has stats for the Irish market, here is link to the most popular videos this month in Ireland http://ie.youtube.com/browse?s=mp&t=m&c=0&l= . As far as I know they calculate these based on user settings.

By: Piaras

Piaras — Tue, 17 Jul 2007 16:59:20 +0000

You’ve hit the nail on the head Sean. Just because you have a popular video out there, it might not necessarily be hitting your target audience. Pretty hard to compete with established sites like Daft or MyHome.ie or if one of your other main competitors is flinging money at advertising.

By: Sean Walshe

Sean Walshe — Tue, 17 Jul 2007 12:56:51 +0000

I wouldn’t say that it was an excellent viral marketing campaign. Media Nerds like myself knew about the company but most people I’ve recently talked to (many of them househunters) didn’t know what Funda was. This included one person who e-mailed me the link to the above video when it first came out!!!