Case Study: Video that Builds Business

Last week brought us two of the most popular viral videos ever. The first, Kony 2012, has over 74 million views since it launched on March 5. It’s the fastest spreading video of all time. It’s engaging, stimulating, and provocative. It hopes to change the world through discussion and revelation.

Its also a major anomaly. It would be a mistake to think that everyone can rush out, follow this ‘formula’, and instantly bag this sort of audience. The flint hits the steel like this very rarely.

The second video is from DollarShaveClub.com  – and this one deserves a look not just because it’s funny – but because it’s a business model.

This video launched on March 5th as well, and now has close to 3 million views. Compared to 70 million, this seems like child’s play. But from a business perspective, I bet this video created more fans that turned into buyers that turned into repeat buyers.

Here’s how:

  • Create a brilliant video that makes razors fun, exciting, and something you want to be a part of.
  • Point your audience to a fun, easy to use website that leads to conversion. This approach wasn’t just about the video.
  • Present a real problem: getting razors is a drag and expensive.
  • Provide a real solution: for a few bucks a month, we’ll send you high quality razors and remove this drag from your life forever.
  • Begin building repeat customers that you can communicate with forever.

My guess is the conversion was pretty substantial. Every time I tried to go to the site for the first few days, the traffic had crashed the servers. And I’m betting the good natured spirit of the video combined with the expert website resulted in a healthy number of sign-ups, me being one of them. Not to mention the press and blogosphere buzz for substantial Earned Media bonus points.

The takeaway: great video that speaks to brand is an important key. But only in the context of the big picture business plan. Whether a non-profit organization looking to raise money or a business looking to drive more sales, you have to know what success looks like to you before deciding on the best way to get there.

DollarShaveClub.com is certainly one great approach.

 

Author: Chris Donaldson

Chris Donaldson is Executive Producer at HCFmedia. Can film making change the world? The Short Answer: Yes.

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