Marketing Digest

Razor-Sharp Marketing Ideas: Samsung ecobubble Video


 

Razor-Sharp Marketing Ideas: Review of Samsung’s Hilarious ecoBubble Video

 

 
The Product: Samsung ecobubble™ Washing Machine (@Samsungtweets)

The Video: “Huge Bear Surprises Crew on EcoBubble Photo Shoot in BC”

How They are Marketing: Mockumentary

(Note: The word “mockumentary” is a combination of the words “documentary” and “mock.” Mockumentaries present fictional events documentary style.)

Target Market: Environmentally conscious consumers

Quick Run-through: A crew uses the Samsung ecobubble™ Washing Machine in a frozen environment, to prove that it can use cold water to wash as effectively as warm water, when the demonstration is interrupted by a bear who does some silly antics.

Ninja Trick: The bear comes into the scene and adds humor. The video gets progressively funnier and more outrageous, which keeps the viewer engaged much longer. (YouTube looks at viewer engagement for ad relevance.)

Subtle Message: Samsung is trying to demonstrate that its cold water washing machines work better than other washing machines. While the ecobubble™ could have stopped at cleaning the bear’s fur, it went a step further and actually whitened it! The fact that the cleaning was done using ice cold water in a very frigid environment really anchors the marketing message.

Marketing Ideas You Can Use:

Insight into Current Trends in Video Ads:

Mountain Dew (@MountainDew) conducted an experiment on YouTube with its Mountain Dew Kickstart commercials. Mountain Dew ran three types of commercials: one version had the product logo and slogan at the end, the second version had minimal product logos, and the third, “viral” version had no product logo or slogan. The results?  The “viral” version got more views and shares, and the absence of product logos did not affect product recognition.

As business owners, we can learn a lot from analyzing the creative work of marketers in various industries. I hope this article gave you at least one tip that will help you in your industry. Implementing just one idea could give you a leading edge in your industry. After all, if you are doing what everyone else in your industry is doing, how will you ever stand out?

Note: If you would like me to review any video ads you’ve seen, drop me a note and I will see about adding it to our list.

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