At Womenkind we pride ourselves on being avid readers. Whether it be the daily newspaper, books off our iPads, or simply surfing blogs each morning, our team spends a great deal of our personal time keeping up to date on current events and educating ourselves in the Marketing and Advertising field.
Recently, during one of my morning blog scans, I came across an interesting video on a favorite blog of mine: Kicking Niche. Mary Dean, the blogs creator, is best known as the Creative Director behind Curves and an expert on Marketing to Women. Among other things, Dean articulates her perspective flawlessly and in the case of the 2010 Sienna SE viral campaign, she truly delivers.
Dean came across this video on one of her favorite new blogs, AdverGirl, who used the video to support what she sees as “a bunch of 40-somethings taking over the social mediasphere.” Dean believes that the commercial illustrates the power of a very under utilized emotion: Humor. Though I believe both women bring a unique and completely correct perspective to the table, I want to dive deeper into why this advertisement gained 10,000,000 views.
At a recent Advertising Women of New York (AWNY) Master Class titled Marketing Video Content for Luxury Fashion Brands, speakers Jessica Coghan and Emily Las from Starworks Group outlined the key methods for enriching a YouTuber’s experience. According to Jessica, including influential casting/directors, humor and a risqué tone are the three key ingredients in creating successful video campaigns.
First, it’s important to note that the use of talented actors Brian Huskey and Rachel Drummond are a key ingredient in the campaigns effectiveness. Both actors are serious improvisers with long careers and large fan bases. The idea is simple really. People like celebrities. If those celebrities say that they like a product or are willing to work for them, people will in turn like that product, too. Celebrity endorsements, whether you believe them to work or not, build hype for video releases and boost interest in the product being showcased. If anything, people will watch the video for the celebrity and unknowingly become accustomed, aware and fans of the product overtime.
The second aspect of video that makes it so successful is the humor used. As Dean noted on her blog, humor is “woefully overlooked.” It’s clear that humor increases your chance of being remembered. When someone laughs or enjoys a viral video like this one, they are more likely to repost or send it a friend. As we know, word of mouth is key to any campaigns success. Advertising is about getting attention and the best way to get that attention is with strong visuals and humor. Just watch the commercial, I’m sure you will find some humor “hidden” in there somewhere.
The last aspect of the video that makes it a true winner is the risqué undertone. Anytime you integrate hip-hop into an advertisement you automatically insert a risqué feel. Even though the rap itself includes PC language, the physical gestures are taken directly from classic rap videos and the lyricist played with swears and women sexuality in a humorous manor. It’s creative, unexpected and draws you in instantaneously. The director was able to reference an intense amount of classically risqué aspects of rap and hip-hop videos, and due to the polar opposite subject matter, you can’t help but watch till the end.
This video is a fantastic find and a perfect example of what Jessica Coghan detailed a successful video campaign to be. It’s a perfect representation of how utilizing humor, celebrity endorsements and a risqué tone can boost your popularity as a brand and guarantee a viral following. Well done Sienna SE!