DuPont created science-focused viral videos to promote its brand on blogs and video networks like YouTube. The videos generated over 50,000 views and strengthened DuPont's image as a science-driven company. DuPont learned that high-quality branded content can generate word-of-mouth promotion online when distributed transparently through blogs and shared platforms. The campaign's success validated social media and user-generated content as effective marketing channels for business-to-business companies.

1. B2B Social Communications Case Studies and Roundtables Business Development Institute DuPont Goes Social with Viral Video Gary Spangler, Corporate eMarketing September 16, 2009

4. Trend is Social “ Digital marketing and new media marketing dominates demand generation and advertising spend allocation priorities for the coming year.” CMO Council, March 2009 Seventy six percent (76%) of businesses surveyed agree that Social Media is changing the way companies communicate. Marketing Sherpa, December 2008

6. DuPont Science Stories Tell compelling stories about DuPont science with video Pilot as proof-of-concept Run on eight blogs as ad unit so company voice is transparent Place videos on video distribution networks (YouTube, Google Video, Blip.tv) Collaborate with bloggers before release Unleash viral: Embedding code and send-to-friend on stories.dupont.com Adhere to Word of Mouth Marketing Association (WOMMA) Code of Ethics, womma.org/ethics Measure sentiment

9. Customized Video Player to Enable WOM Start of video featured "freeze screen" that encouraged users to initiate video play Other Options Accessible via Player Menu Email to a Friend Access Direct Link to Player Add to Blogger or Typepad Blog Access Embed Code to Post Player

10. Finding the Videos Q:If someone told you about these videos, how would you go about finding them online?

11. Liking the Videos Q: How did you feel about the video stories you watched?

12. Word of Mouth Potential Q: If you came across these videos online, how likely would you be to do the following:

13. Brand Attributes: Among Younger Participants, Increase Notable for 2 Points Percent rating 8, 9 or 10 on 10-point scale Listed below are several attributes that have been used to describe science-based companies. We’d like you to indicate how well you think each of these attributes describes the firm listed. 10-point scale BASE = 258

14. Marketing is PR (Now)

19. Questions?