this is a great opportunity for me to promote my new movie Deadpool 2 in theaters Friday oh man the marketing of this movie has been so much fun it's are you involved in this completely we love it we we're like giddily texting and emailing each other in the middle of the night like what if what if we tried this unlike Deadpool 2 super duper cut available now on Blu-ray and digital the Deadpool Trilogy has the best marketing campaign of any film franchise and here's one for you 5 days before Deadpool 2 released they dropped the short skit with apologies to David Beckham you ever heard David Beckham speak it's like he mouth sexs to can of helium then Deadpool goes on to say sorry in a variety of ways too soon yeah too soon it's nothing too crazy other than bring on David Beckham it's not a high budget production but when you combine all of the views this video got across its two uploads this video got 54 million of them that's more than the movie's main trailer got now the trailer is normally the most important piece of marketing for any film and the fact this sketch got more than that how much smaller would Deadpool 2's nearly $800 million box office be if they'd never released this and it's not just this video I say that like it's news I'm sure you guys know full well that over the past few years they've been releasing a Litany of sketches and videos on YouTube where Deadpool is front and center making his witty meta jokes like when he paraded Bob Ross what that off Feel Good Just Beat It Like It owes you m holy [ __ ] knuckles I am high as a kite right now that cost maybe an afternoon of a film Crews and Ryan's time some painting supplies a wig and that gross them 24 million views why can't I get views as easily as that Jesus Christ it feels like Gorilla Marketing in that they invest so little only to yield such incredible results genuinely the only other film franchise to do something on this level is Star Wars and I doubt it was intentional from Disney because it's when they let Adam Drive host SNL and they made Undercover Boss Star Killer base hearing that Zach lost his son really struck a nerve with me especially since I'm the one that killed him uh yes it's a comedy sketch uh but it's the same idea as Deadpool's videos it got a stupid amount of views and that will do wonders for any IP's awareness so to any potential movie execs watching how do you replicate a campaign like Deadpools simply you don't because Deadpool has a unique advantage over other characters due to the fourth wall breaking nature of who he is he can do a YouTube reaction video and it can work great hello there and what's up reaction faction it's Deadpool last week you all really liked my Cruella trailer reaction video where are the [ __ ] dogs but could you imagine Spider-Man or the characters from Jurassic Park making these kinds of fourth wool breaks like it wouldn't work it's a very rare type of character character who can make these meta videos but there is still a lot of interesting stuff going on under the hood of Deadpool's marketing campaign and just because you can't copy it exactly that doesn't mean it's not a fascinating case study in great marketing hands down the most notable thing about Deadpool's marketing campaign is how they've reframed the base concept of what an ad is uh Deadpool ads aren't really advertisements they're content and it's content that you genuinely want to watch a Content where you when you see in your recommended feed you go yes please and click it right away you can look back at the Old Spice commercials and they were more or less this hey this is my commercial I'd like to agree with you but then why are we on a horse oh no his signature Joe they're so funny and creative that you don't just not mind seeing them but people actively seek them out someone did a compilation of all the Terry Cruz was and it's got 25 million views godamn pair Sharman fresh mates with your Spice body spray is too powerful to stay in its own commercial but why is this such a great strategy well in being a full-time Creator on YouTube now for going on 5 years I've learned a thing or two about how to effectively convince people to engage with an advert and here's one principle the more similar the problem the video helps solve and the problem the brand sponsoring it helps solve the better that video performs and speaking of which today's video is sponsored by R Shadow regs with the allnew champion Ronda Rousey for some reason there's never been a better time to play all you need to do to win is take out a second mortgage so be sure but this video is not sponsored by them I just did that to prove a point uh did you feel the urge to skip ahead right there did you actually most of you probably did because that right there is the tech textbook worst way to integrate an ad the value of this video has nothing to do with the value of that game not that that game has any value uh but if I were instead to make a video on how to do a certain transition in a video editing software and the sponsor of that video are some paid transition templates you can buy that would perform significantly better because 100% of the people watching are actively trying to solve the problem that this product solves how does this relate to Deadpool well firstly let's ask why do we watch a Deadpool movie it's because we want to be entertained we want to see more of his character and we want a good laugh from his witty meta jokes those three things every last Deadpool skit provides that and the importance of this cannot be understated this is key to the genius of this franchise's marketing due to all of these ads basically being bite-sized pieces of normal Deadpool content where we see him breaking the fourth wall and being funny if someone stumbles across a Deadpool ad and maybe they find a Deadpool's reaction to Stanley's Cameo hilarious wow nice suit zip it Stanley they are more or less guaranteed to enjoy the Deadpool movies making it such a silky smooth sale process look at Old Spice and yes the ads are funny there's no denying that but have you ever bought any Old Spice product I never have despite the fact that I've watched pretty much all of their ads several times and isn't that interesting it's because the value of the advert being it's funny and the value of the products being it's deodorant are two totally different things they're Worlds Apart but with Deadpool it's a completely different story because the appeal of the ad and the appeal of the movie are identical this boost sales in a way most other brands can only dream of replicating it's when a strong connection like this exists between video and brand that that's the golden recipe for leveraging platforms like YouTube to generate sales more than that normally an advert will resonate with a problem you have in your daily life and offer you a solution but something like Deadpool's ads create a problem that problem being that you've just realized that you love Deadpool and you've run out of videos to binge it's created a demand within you for more of this kind of stuff and it's solved when you realize huh deadle 3 is coming out in a few days guess I'll just watch that this approach to adver iing it's not something they invented with Deadpool a lot of Savvy business people have been doing exactly this for decades as Jeff Walker writes in launch a highly effective marketing approach is delivering value and building a relationship with your customer before you ever ask for the sale it sounds simple but it's crazy how few people apply this instead people do the equivalent of standing on the street corner shouting buy my stuff buy my stuff the problem is no matter what Market you're in there are tens or or hundreds or thousands of people screaming the same thing many of them able to do it louder or for far longer than you ever could instead of screaming for attention you attract attention by giving value before there's any hint of asking for a sale to give you a glimpse under the hood I've been doing exactly that with this channel um I've been making these videos for S years now and early next year I'll be publishing my first novel hooray um but while I've critiqued all sorts of things from the last was part two to the Star Wars sequels and while they have made for decent essays it's also been me being a bit cheeky really as I'm showing off my storytelling skills by saying here's specifically where the story went wrong and here's how it could have been better though I maybe even sometimes rewrite the story and what that means is when I go and sell my novel next year it'll hopefully sell much better than if I'd made an otherwise equally as successful movie review Channel where I simply say this movie is good or bad and little more than that and that's this principle in action Deadpool campaign is genius in a wholly other way it's also a brilliant way to exploit YouTube's algorithm so this is the watchtime graph of one of my old videos and I wonder if you can tell where the brand deal is it's it's not terribly hard to see to be honest pretty much every creator has a drop exactly like that when they have their brand deal as people skip ahead and that's a massive issue because any drop in watch time will mean fewer views but when you have ad Integrations as smooth as Deadpool there is no dip in the middle this means the watch time is even higher and thus it reaches even more people but in all honesty that whole point was a bit of a sight in it really that the true Brilliance of this strategy lies in how there's an eternal problem in advertising because as a marketer how do you ensure that the right person is seeing your ad if your answer is oh it doesn't matter my target audience is everyone you're [ __ ] unless your name is Coca-Cola of course and you always see these ads on the sides of buses in the form of posters and they're obviously worthwhile otherwise they wouldn't do them but they're not ideal because they're the shotgun approach to marketing everyone can see a poster from edgy teens who are Deadpool's perfect target audience which is deep Play onic Because Deadpool is an R-rated movie franchise all the way to grumpy old people who'd much rather be watching Downtown Abbey um or something equally as boring and that's not ideal for most brands because there are far more efficient ways of marketing out there and this is why Facebook ads and YouTube pre-rolls are worth considerably more than any poster could be because they can offer far more targeted advertising but here's the magic of YouTube's algorithm let's say that you watch a bunch of YouTube videos and you love them to bits you know you you like And subscribe which by the way I'd appreciate if you did the same for this video wink wink nudge nudge but let's say that Shutterstock Tom over here has very similar watching patterns to you what this will mean is now all those videos you watched will be shown to Tom and are bringing him into the Deadpool ecosystem I'd argue this is significantly better than traditional targeted advertising because instead of looking at demographics like men women people under 20 the YouTube algorithm has no need to do that because has such a nuanced grasp of all of your tastes and idiosyncrasies how could it not you watch 200 videos a day that mountain of data means they know everything about you big brother style and while that might give one some existential anxiety it also means people being recommended stuff based on their tastes in media which is a near perfect proxy for if they'll like Deadpool ra over like mere demographics which is more of a loose proxy and best of all for Deadpool's marketing team the algorithm does all of that and it doesn't charge you a penny what do I owe you nothing it's for free free which makes it a precisely targeted ad campaign getting hundreds of millions of Impressions on their target audience forget just merely watching the video thems hundreds of millions of people are seeing this in their recommended feed and that alone is reminding them of the Deadpool brand and the only cost of this whole campaign is The Upfront one of just making the video it's a very powerful marketing method that we're probably going to see more of as the years take by as the movie industry gradually realizes the power of leveraging social media turns out the key to getting your advert scene is to make adverts people want to see go figure and it's not the easiest thing making these videos I'll never make an essay for you that just regurgitates the stuff that you probably know otherwise what would be the point and I found that when I have the right resources on hand making fresh insights is so much easier one resource I used a ton in the research phase of this video and one I think you'll find bloody useful if you're an entrepreneur in the creative space like me is skillshare today's sponsor answer I've said before that skillshare 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