e-commerce video marketing case studies & tips
TRANSCRIPT
E-Commerce Video Marketing Case Studies & Tips
Examples Covered:
#1 Dollar Shave Club
URL: http://bit.ly/18VkXRZ
What did they do?Approach:•A funny video that promotes a smart business,
which appealed to the mainstream media.•Business Model: Pay $1 for a month’s razor
supplies.
Results:•DSC created this video for under $5,000! •12,000 people signed up in the first 48 hours from
when the DSC video launched. •Current video views: 12.5 mn.
Key Takeaways • The first ten seconds of your video are the most
crucial– Companies must tell people who they are and what
they do, and they have to do it fast.– Show and tell people the name of your company
and what kind of industry you are in. In the first 10 seconds Mike says the name of the company twice.
• Be Entertaining- Great advertising is entertaining, you want to watch
it again & again.
Key Takeaways (contd.)• Present a USP
- Mike tells us that his blades are, “F**king Great!”
• Sign up right away- They had a sign up option at the end of the
video. No need to look for where to purchase!
#2 Blendtec - Will It Blend
URL: http://bit.ly/1gFkc4i
What did they do?Approach:• In these series of videos, they use popular products
like iPhones, iPad etc., choosing one product per video, and discovering it blends blend using the Blendtec blender.
Results:• 120-plus video in 6 years with almost 200 million views.• They’re retail sales have increased by over 700%.• 'Will it Blend?' has been named as the number one
viral marketing campaign of all time [by Ad Age].
Key Takeaways• Align Campaign to Strategy and Brand
- Blendtec’s viral videos and their content aligned nicely with their brand.
• Remain Authentic - Tom Dickson’s charm is not his smooth
presentation style. It is his authenticity.- In the post-Enron world, consumers are
impressed by authentic CEO’s.
Key Takeaways (contd.)• Create Buzz worthy Content
- Blending stuff up in a blender is buzz worthy.• Involve Customers
- Find ways to engage the community in your process – either directly or indirectly.
- Blendtec does it directly through an online form asking people what to blend.
- Blendtec does it indirectly by creating a social object that people can react to and re-create.
#3 Wine Library TV
URL: http://bit.ly/JFUkrB
What did they do?Approach:• Video podcast hosted by Gary Vaynerchuk, featuring wine
reviews and advice on wine appreciation to promote his wine store.
• Episodes consisted of wine tastings along with other wine related topics.
Results:• Created a series of episodes with 1000 total episodes.• High levels of user engagement on the channel.• In 2007, he won the American Wine Blog Awards, for Best
Wine Podcast or Video blog.
Key Takeaways• Build interaction
- Build engagement through videos as much as possible.
• Give benefits others don’t - The videos provided information that
would otherwise be paid for.
Key Takeaways (contd.)• Don’t try to just sell
- Provide value which will automatically give you a sales benefit.
• Show your unique advantage over others - Gary’s videos are a reflection of his
knowledge & experience in wines.
#4 Zappos
URL: http://bit.ly/1bPi45F
What did they do?Approach:• They use the video to describe, use and demonstrate the
products with real Zappos employees and not models or actors.
Results:• Videos are said to have a sales impact of 6 to 30%.• A whopping 77,316 website visits each month are attributed
to Zappos' video listings in search engines (As of June 2011).• Calculating to a $551,731 increase in revenues due to its
video SEO efforts (As of june 2011).
Key Takeaways• Stay true to the brand
- By using an “everyday” person Zappos increased the level of trust that is communicated about how a product will function, fit, and work.
- Zappos customers responded very well to this approach.
• Build a clear strategy- The key ROI metric for Zappos was not increase in
sales but decrease in returns which was achieved successfully.
Key Takeaways (contd.)• Jump all in
- The Zappos video team is directed to shoot a video for every single item that comes into the Shepherdsville, Kentucky, warehouse.
- Approximately 40,000 videos are live on Zappos.com at any given time and they produce around 2,300 videos every week.
#5 Advance Auto Parts
URL: http://bit.ly/1bd2EES
What did they do?Approach:• Advance Auto Parts has produced a number of video
tutorials that eschew the normal sales patter in favour of educating the customer on various aspects of vehicle maintenance.
• The videos include quick tips, how to guides, DIY videos, product demos etc.
Results:• Advance auto parts discovered that visitors who watched
video stay on the site twice as long and visit twice as many pages versus those who don’t see video.
Key Takeaways• Use of Instructional videos: – While most ecommerce videos specifically
showcase a particular product, Advance Auto Parts includes instructional videos that are of value to the customer.
• Avoid usual hard sell: – Having watched the tutorial, the viewer will buy all
the necessary parts and equipment from Advance Auto Parts, but it’s a refreshing approach compared to the usual hard sell.
Key Takeaways (contd.)• Produce useful content: –By producing content that is genuinely of
use to the customer Advance Auto Parts has differentiated itself from the competition and built a strong brand identity.
#6 Luxy Hair
URL: http://bit.ly/1ijRHau
What did they do?Approach:• Luxy Hair is a customer-centric hair extensions e-
commerce retailer with the YouTube channel being one one of the largest beauty channels in the world with over one million subscribers worldwide.
•They use tutorial-styled YouTube videos which almost exclusively power their sales.
Results:•YouTube channel has over 173M views.
Key Takeaways• Create content with independent value: – Luxy Hair’s approach is to try best to give
people value and a personal connection when they create videos.
• Avoid a direct sales pitch:– They avoid showing their product in most of
their videos.
#7 Zazzle
URL: http://bit.ly/19bRl5C
What did they do?Approach:•Zazzle has a game changing screen
printing technology - a new way to easily create high quality bulk T-shirts for your group which it presents through a exciting, engaging and fun video.
Key Takeaways• Do something different– The video’s style and technique is different than the
normal videos we watch. It is creative, unique and interesting.
• Match your product personality– The video’s personality matches the personality – In
case of Zazzle, it is fun, exciting, new.• Highlight your product USP
- The video clearly states the unique benefit of using Zazzle – design your stuff sitting at home, made easier than never before.
#8 Best Buy
URL: http://bit.ly/J4lyql
What did they do?Approach:•It offers eight different YouTube channels
covering videos related to the company itself, Geek Squad computer repair, Best Buy Unboxed online community, Twelpforce Twitter community, its Insignia products line, Napster music (owned by Best Buy), Best Buy @15 teen channel, and the main channel, which features product videos.
Key Takeaways• Bridge the gap between ecommerce and in-
store.• Strategize your presence smartly: – Rather than place all video content into one
channel, consider creating multiple channels. – Users can join each channel through the
“Subscribe” and “Like” features. – Share content across channels using Playlists.
7 KEY POINTERS FOR CREATING E-COMMERCE VIDEO CONTENT
Key pointers for creating e-commerce video
Key pointers for creating e-commerce video
Key pointers for creating e-commerce video
Key pointers for creating e-commerce video
Key pointers for creating e-commerce video
Key pointers for creating e-commerce video
Key pointers for creating e-commerce video
5 TYPES OF PRODUCT BASED VIDEO CONTENT YOU CAN
CREATE
Types of product based video content
Types of product based video content
Types of product based video content
Types of product based video content
Types of product based video content
Thank You