Many brands use professionally produced videos to market their products on television and online. Marketers assume that a high quality video reflects a high quality product and builds up a brand’s reputation. This is true and can be quite effective in many cases, but not when it comes to NeverWet.
In mid-June Rust-Oleum NeverWet stunned viewers with its first informative online video. If you haven’t seen it already, prepare to have your jaw dropped. [Spoiler Alert] All liquids poured on objects sprayed with NeverWet just slide right off—literally. In a pre-NeverWet world, spilling mustard or red wine vinegar on your shoes meant you were going shoe shopping. Now that NeverWet has arrived, all those worries disappear. Imagine that, a product that actually lives up to its name. In the video, NeverWet works flawlessly and viewers are amazed with its results. The video has amassed over four million YouTube views in just one month—it has definitely gone viral.
With the success of this video, it’s surprising that the company still wanted to create a professional, polished advertisement. They could have taken clips from the infomercial and cut together a short spot for audiences. Instead, they came up with the commercial below. Yes, it still displays the product’s awesome features, but it doesn’t deliver the same impact (only a little over 8,000 YouTube views) as the original video. Take a look and decide for yourself.
I believe the first clip is more effective because it has a prominent human-element: it shows regular people using the product on normal household objects. It’s just like if you and a group of your friends went out, covered things in NeverWet and spent the day testing it out. It’s much more relatable. The second commercial does highlight different ways to use NeverWet, but it lacks the first spot’s simplicity. I’m not going to be trudging through the mud, or gardening, or spraying NeverWet on my roof. I’d put it on my clothes or cell phone—two examples that are shown in the infomercial.
If a simplistic, humanized approach works the first time around, don’t stray from the concept. Obviously people are talking about and sharing the first NeverWet video— viewers connected with the examples in the first spot fueling excitement about the product and its potential uses.
You’ve probably heard the saying, “If it ain’t broke, don’t fix it.” It’s not the most grammatically correct sentence, but it’s applicable in this situation. NeverWet found something that worked and reaped the rewards: over four million YouTube views. They decided to go in a different direction with the traditional commercial and have not been able to produce similar results.
The lesson here: make decisions based on your customers’ behavior. If there is an overwhelmingly great response to a certain video approach, keep taking advantage of it. Like I mentioned before, “If it ain’t broke, don’t fix it.”