Viral marketing case study: Smartwater: The Jennifer Anniston 'Sex Tape' gets 10m views

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With over ten millions views, the Smartwater video or better titled ‘Jennifer Anniston Sex Tape’ has been a smash hit. A humorous self-parody, it includes all the attributes of the ultimate viral; cute animals, dancing babies, and a beautiful woman (Jennifer Anniston) acting seductively. The real reason the video has been successful is that it doesn’t take itself too seriously. It’s a clever campaign that’s able to parody successful viral videos while at the same time weaving together the same ingredients (humour, sex, celebrity) into its own.

YouTube case study

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Brand: Smartwater | Media: Video | Country: US | Sector: FMCG, Food and Beverage | Agency: Zambezi | Format: YouTube

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