DuPont is a company that is using social media the right way. DuPont uses science to make things like fireproof suits and bulletproof vests – and they have to test this stuff.
Shows like Myth Busters keep a stable audience, and Dupont’s Science Story videos are a lot like the television show. Even though they started sharing their test videos two years ago, and still have a steady audience. Gary Spangler, the E-Marketing leader at DuPont says the average person was spending eight minutes on the site – when they only had five videos average three minutes in length. In other words, people liked the videos and watched more than one.
Spangler says the goal was to target younger audiences who don’t necessarily use traditional media outlets. I think this is a great way to get an otherwise unknown brand in front of young people. A lot of companies try to do this, but not as successfully. I think DuPont found the right videos and used the right platforms.
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One of the Science Stories: