Video Success Is Measured by Inspiration, Not Money<br />L2 - NYU Stern<br />Module 2: Video & PrestigeBen Relles, Head of Creative Development, YouTube Next Lab: "How Prestige Brands Can Succeed with Online Video"Ant Cauchi, Founder, Outside Line: "Celebrity & Video: Case Studies"Maureen Mullen & Andrea Derricks, Research & Advisory, L2: "L2's Video & Celebrity Countdown"Viral videos are making headlines as millions of people tune in <br />online to watch them. Celebrities are emerging from unlikely places as <br />the web turns from static pages to moving images. Video’s ability to <br />entice and engage consumers is unparalleled, and this poses both <br />opportunities and challenges for prestige brands. In this new landscape, how do prestige brands:<br />Use video and celebrity to achieve their marketing goals?<br />Take advantage of the opportunity while maintaining the selectivity and <br />aesthetics they have worked years to establish?<br />Reap the benefits that earned media brings from celebrity endorsements <br />(both traditional and web phenomena)?
