HOW DO WE DRAW OUT VIRAL POTENTIAL? WE FOLLOWED YOUTUBER ZAC ALSOP AS HE TRAINED TO BE THE WORLD’S BEST PAPER PLANE THROWER AT THE RED BULL PAPER WINGS CHAMPIONSHIP. AND IT REALLY TOOK OFF FROM THERE.
THE QUESTION
Globally known as a high-risk, high-energy brand, Red Bull’s digital content draws in a multi-generational audience of thrill seekers. But in an increasingly busy digital landscape, even the most gripping content can be drowned out in the noise.
THE ANSWER
In the run-up to one of their wacky events, Red Bull Paper Wings, Perspective Pictures was invited to challenge their usual approach to event videos & harness the Youtube Algorithm to create a piece worthy of internet virality (cue: angelic choir).
The secret formula? Youtube algorithm = click-rate + watch time.
We set out to maximise these two factors across every stage of our process, from pre-production to post. From creating a selection of thumbnails for optimum split testing, to ending the video on a hook to keep the audience engaged until the very last second, we took every frame into consideration.
THE IMPACT
An average retention rate of 41.9% with an average view duration of 3:03. 80K organic views in 4 weeks. And an ever-growing fanbase of paper plane fanatics.
IN A BUSY DIGITAL LANDSCAPE, HOW DO WE GRAB + RETAIN ATTENTION?
High energy content
We shot in five locations across the span of 7 weeks keeping our on-set crew small and efficient to chase down the action.
Split testing
Creating a handful of different thumbnails for our client meant that they could split-test them over time to collect data on which image gathered the highest click through rate.
