unmasking chewbacca mom
Post on 18-Jan-2017
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UnmaskingChewbacca Mom
5 lessons in digital marketing, inspired by last spring’s biggest meme
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https://www.youtube.com/watch?v=DAFhtY_wHyY&list=PL08FD35E184A24E7F&index=14
Who is Chewbacca Mom?
Chewbaca Mom in brief• Candace Payne, a 37-year-old stay-at-home mom
from Texas. Most successful FB Live video to date. Over a 160 million views as of today.
• Given over 400,000 dollars worth of gifts, including Star Wars merchandise, gift cards, a Disney vacation, and even college scholarships for her kids.
• Made TV appearances, including Carpool Karaoke, Invited to the FB headquarters to meet Mark Zuckerberg, and even got her own figurine made by Hasbro.
#thedress
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+347 %
7 https://www.youtube.com/watch?v=tvk89PQHDIM
What can some kids on Snapchat do?
+20 %retail sales
+30 %online sales
100%sell-through
Image: Vans
“We couldn’t have created that viral moment if we
tried.”
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- Kevin Bailey, Vans President
You can’t create viral, but you can learn from it
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Authenticity
Influencers
Humour
Impulse buying
Newsjacking
Real time marketing
Unboxing
Live video White privilege
Demographics
Vlogging
Analysing Chewbacca Mom
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Lesson #1
Authenticity trumps celebrity
100 Million Views
3 Days 4.9 Days
#liveauthentic
Image: folk magazine
Authenticity + Savvy consumers =
• 40% of Swedes have ad blockers
• Generation Z will put even greater authenticity demands on companies
Image: Ingenreklamtack.com
The rise of microinfluencers
10,000 – 150,000 followers
Engagement trumps reach
Followers
Engagement
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Lesson #2
Funny always wins
Humour is good business1. Rapport & AlignmentHumour establishes likeability and builds relationships (which are often built on shared senses of humour).
2. MemorabilityHumour triggers endorphins that encode for memory. Making customers laugh could make your message or product more memorable.
3. ShareabilityFunny content is easy to share with many people, leading to both awareness and good-will.
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“Humor can be dissected as a frog can, but the thing dies in the
process.”
Image: Sophie Kemperman
Theory of Incongruity
Image: Robert Mankoff
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https://www.youtube.com/watch?v=1YX7h8qNu7g
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https://www.youtube.com/watch?v=ql7uY36-LwA
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https://www.youtube.com/watch?v=YbYWhdLO43Q
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+400 %retail sales
+600 %online sales
75 %Organic reach
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Lesson #3
Optimise the unboxing
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64%Shoppers influenced by YouTube
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FunToyzCollector• 12 billion views• 9 million subscribers• $5 million per year (earnings)
https://www.youtube.com/watch?v=H2mCV39WGU0
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Tapping into unboxing:• Create your own unboxing videos.• Work with influencers to unbox your
products.• Place ads in unboxing videos.• Share videos of people unboxing
and/or reviewing your products.
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Awareness
Evaluation
Purchase
Experience
Loyalty
What are youdoing here?
What are youdoing here?
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Lesson #4
Plan for spontaneity
Dare to go live
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Facebook Live
• 99% did not watch Chewbacca Mom live. Recording live is what counts.• Going live shows transparency and authenticity.• FB Live is currently free for brands.• 100% organic reach – All fans receive notifications when you go live.
Give up control
Reward your superfans
Broadcast your initiatives
Be prepared for rapid response
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Piggy-back at your own risk
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Keep it close to your brand
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Don’t mine tragedy
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Wookies don’t go to Uni
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Lesson #5
Relevance, relevance, relevance
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https://www.facebook.com/candaceSpayne/videos/vb.1245618915/10210086042808013/?type=2&theater
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Cross your fingers and hope someone turns you into a meme
1. Identify your microinfluencers2. Don’t take yourselves too seriously3. Consider unboxing 4. Act in real time 5. Newsjack at your own risk
Thanks for listening!
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