Video strategy - Episode #3 - Squatty Potty

 

Starting point

Squatty Potty was popular with the over 55 year old demographic, but felt that their turnover would stall and plateau below 3 million dollars. They needed to widen their customer base.

Concept

In the bathroom industry, there had already been some great ideas created, Poo-Pourri for instance. Taking inspiration from popular meme involving unicorns and their rainbow flatulence, Squatty Potty, decided to go further and employed the help of a unicorn… a shitting unicorn that is.

Turnover and success

From 2,7 million to 15 million $ increase in sales. And the following year, they’re going for a $30m turnover.

The campaign similarly had some seriously impressive reach, over 150M views to be precise (30M on YouTube and 120M on Facebook)

Now you probably think this happened as if by magic… well it didn’t that’s ridiculous.

There are 3 main reasons behind this success:

A. It's a video made to sell

Its running time is 2min 53s! We’re a long way from the 30s classical ads.

The video is structured to sell and push shareability, inspired by telemarketing techniques, it’s meant to translate into direct sales. It is structured as followed:

  1. Catchy introduction
  2. A problem
  3. A solution explained in wonderfully graphic detail
  4. 3 reasons to believe the hype: customer feedback, press and testimony.
  5. A clear call-to-action

A gush? to push virablity

B. Testing

When you create a video, you take a risk. You invest a lot of money in your production, but you don’t know what will be the impact in the end.

You can however reduce the risk and make sure your campaign generates the best return possibly by testing many different versions of your videos. The goal is to maximize the view-through-rate, the click-through-rate and the share rate.

To do so, you want to test the introduction, the conclusion, the call-to-action, and things like the length.

The winning video used in the end was optimized and 70% of viewers actually watch the video until the end!

C. Promotion

25% of the 150 million views are paid views, which means Squatty Potty actually bought 40M views!

Moreover, Squatty Potty had newspapers push the video during the first week of the campaign to initiate virality.

How much does this cost?

  1. Production: The budget for production and testing was half a million dollars, Which at the time represented 18% of their turnover, a huge investment. However testing allows you to make that investment and reduce the risk.
    Production budgets for this type of campaigns usually range from tens of thousands of dollars up into the hundreds of thousands.

  2. Distribution: For distribution, almost 40M views were bought, which is an investment from 500,000 to a million dollars. They also invested in seeding.

  3. Impact: In the end, this 1,5 million dollars investment resulted in a 12,3M increase in turnover, which is an 8 times ROI.

Things to keep in mind

These results are particularly amazing, bare in mind this doesn’t just work for any old product.

For every dollar invested, most video campaigns generate around $1 in return.

However by merely adding in a testing phase, you can double this figure or more.

The goal is to reach a point whereby your investment in media is grown and earned back through sales revenue, giving you more money to spend on future campaigns and hopefully greater increase in sales.

If you’d like some more advice on using video, please get in touch! We are Left Productions, we are specialized in the type of production mentioned in this video. We’re based in London, Los Angeles and Paris!

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