After losing the New Hampshire primary, but rallying back with an impassioned speech that echoed Cesar Chavez, along with a surprise victory in South Carolina, Illinois Senator Barack Obama was still in for the political fight of his life with New York Senator Hillary Clinton for the Democratic presidential nomination. Pop star will.i.am was one of those inspired Obama’s New Hampshire speech and he teamed with music video director Jesse Dylan to create what would soon become the iconic “Yes, We Can” video. When it was time to deliver this once-in-a-lifetime piece of political pop to the public, SocialRadius was enlisted to lead the outreach for what was the Obama’s campaign first “viral video” campaign.
Precise targeting of bloggers and online thought leaders who would be able to editorially seed the video in such a way that it would immediately and virally take off.
Absolutely no traditional public relations outreach – mainstream outlets would be coming to us.
In undertaking an unprecedented “blogger first” approach, the campaign epitomized the SocialRadius ethos: when you’ve really got something good, let the blogosphere lead and the mainstream media will gladly follow.