Online video marketing promotion
In September 2007, ZSL initiated a marketing project using online video, called ZSL TV.
The objective of ZSL TV is to communicate and promote worldwide conservation of animals and their habitats to a global audience. In phase one, videos produced by ZSL were posted on a bespoke YouTube channel, called ZSL video. In phase 2, we launch ZSL TV, a video channel, on the ZSL website.
ZSL uses the YouTube channel to reach a global audience across all ages. We use lots of videos of zoo animals to drive visitors to the site where there are more serious conservation video stories. ZSL video is now one of the top three most popular channels among international zoo YouTube channels, as measured by the average number of total video views per day. In 10 months of operation we have produced 72 videos.
These have been viewed >1.3 million times at a rate of 130,000 hits a month. One of our videos, Conchita, the baby white-naped mangabey, received 250,000 hits in three days, and following this we launched a video series following her progress.
Our videos are viewed on a global level and regularly receive YouTube honours awards. For example, many of our videos have been rated in the top 10 favourite videos of the day/week/month, and in one particular week we knocked the BBC, BBC World News and ITN off the most viewed directors list.
ZSL - London Zoo
COMMENDATION received in BIAZA Awards 2011for Best marketing project - Amanda Alabaster Award