This week, a video of a woman trying on a Star Wars Chewbacca mask took the internet by storm. With almost 140 million views at last count, Candace Payne’s Facebook video has become the most popular Facebook Live video of all time.
In an equally impressive feat, the brand Kohl’s, where the mask was purchased, responded quickly. Allegedly the mask is now sold out in stores around the world.
So what about this video is an example of social media done right, and what can other brands learn from this video about influencer marketing and authenticity? The Brand Newsroom team discuss.
Here are some key take-outs:
- Authenticity is key to effective influencer marketing
- Viral videos can rarely be constructed
“We overthink things sometimes, and sometimes just getting in the car is the correct approach.” — James
- Humour is a great way to build an audience
- Viewers seek out good news
“We needed something to lighten us up… Sometimes people just want to laugh” — Nic
- Inauthenticity can be a death sentence to a brand
- Influencers need to be carefully selected
“Brands are so hot to get involved in influencer marketing. Are you paying too much money? Are you getting the results you should, and is the person that you’re engaging really going to do anything for your brand? — Sarah
Here are the links you might need
- Meet Your New Wookie Queen of Viral Video: ‘Chewbacca Mom’
- Kohl’s Seizes Marketing Gold, Showers Woman Who Loves Chewbacca Mask With Free Stuff
Have you heard the one about…
Recently James, Sarah and Nic were joined by Kohen Grogan to discuss how to measure return on investment on social media:
And here’s a discussion about how to effectively market with a limited budget:
Like what you’ve heard?
Please subscribe and leave us a review on Apple Podcasts. Or subscribe on Spotify, Stitcher, Google Play, Overcast, Pocket Casts or wherever you listen to your favourite marketing podcasts.
For more information about the show, visit the Brand Newsroom website, where you can join the Brand Newsroom Community and receive exclusive content and opportunities to meet James, Nic and Sarah.