UnmaskingChewbacca Mom

5 lessons in digital marketing, inspired by last spring’s biggest meme

1

https://www.youtube.com/watch?v=DAFhtY_wHyY&list=PL08FD35E184A24E7F&index=14

Who is Chewbacca Mom?

Chewbaca Mom in brief• Candace Payne, a 37-year-old stay-at-home mom

from Texas. Most successful FB Live video to date. Over a 160 million views as of today.

• Given over 400,000 dollars worth of gifts, including Star Wars merchandise, gift cards, a Disney vacation, and even college scholarships for her kids.

• Made TV appearances, including Carpool Karaoke, Invited to the FB headquarters to meet Mark Zuckerberg, and even got her own figurine made by Hasbro.

#thedress

5

+347 %

7 https://www.youtube.com/watch?v=tvk89PQHDIM

What can some kids on Snapchat do?

+20 %retail sales

+30 %online sales

100%sell-through

Image: Vans

“We couldn’t have created that viral moment if we

tried.”

10

- Kevin Bailey, Vans President

You can’t create viral, but you can learn from it

11

Authenticity

Influencers

Humour

Impulse buying

Newsjacking

Real time marketing

Unboxing

Live video White privilege

Demographics

Vlogging

Analysing Chewbacca Mom

12

Lesson #1

Authenticity trumps celebrity

100 Million Views

3 Days 4.9 Days

#liveauthentic

Image: folk magazine

Authenticity + Savvy consumers =

• 40% of Swedes have ad blockers

• Generation Z will put even greater authenticity demands on companies

Image: Ingenreklamtack.com

The rise of microinfluencers

10,000 – 150,000 followers

Engagement trumps reach

Followers

Engagement

18

Lesson #2

Funny always wins

Humour is good business1. Rapport & AlignmentHumour establishes likeability and builds relationships (which are often built on shared senses of humour).

2. MemorabilityHumour triggers endorphins that encode for memory. Making customers laugh could make your message or product more memorable.

3. ShareabilityFunny content is easy to share with many people, leading to both awareness and good-will.

19

20

“Humor can be dissected as a frog can, but the thing dies in the

process.”

Image: Sophie Kemperman

Theory of Incongruity

Image: Robert Mankoff

23

https://www.youtube.com/watch?v=1YX7h8qNu7g

24

https://www.youtube.com/watch?v=ql7uY36-LwA

25

https://www.youtube.com/watch?v=YbYWhdLO43Q

26

+400 %retail sales

+600 %online sales

75 %Organic reach

27

Lesson #3

Optimise the unboxing

28

64%Shoppers influenced by YouTube

29

FunToyzCollector• 12 billion views• 9 million subscribers• $5 million per year (earnings)

https://www.youtube.com/watch?v=H2mCV39WGU0

30

Tapping into unboxing:• Create your own unboxing videos.• Work with influencers to unbox your

products.• Place ads in unboxing videos.• Share videos of people unboxing

and/or reviewing your products.

31

Awareness

Evaluation

Purchase

Experience

Loyalty

What are youdoing here?

What are youdoing here?

33

Lesson #4

Plan for spontaneity

Dare to go live

34

Facebook Live

• 99% did not watch Chewbacca Mom live. Recording live is what counts.• Going live shows transparency and authenticity.• FB Live is currently free for brands.• 100% organic reach – All fans receive notifications when you go live.

Give up control

Reward your superfans

Broadcast your initiatives

Be prepared for rapid response

39

Piggy-back at your own risk

43

Keep it close to your brand

44

Don’t mine tragedy

46

Wookies don’t go to Uni

47

48

Lesson #5

Relevance, relevance, relevance

49

50

https://www.facebook.com/candaceSpayne/videos/vb.1245618915/10210086042808013/?type=2&theater

51

52

54

Cross your fingers and hope someone turns you into a meme

1. Identify your microinfluencers2. Don’t take yourselves too seriously3. Consider unboxing 4. Act in real time 5. Newsjack at your own risk

Thanks for listening!

55