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Out of all the mediums available to marketers, video has a distinct advantage: its use of motion immediately catches your eye (and if your sound is on, your ears) in a way that other mediums can’t. Everywhere you look, there’s another brand trying to vye for your attention. The internet is oversaturated with content.
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How to Measure the Effectiveness of a Video Marketing Campaign.How to Use a Raw Egg to Determine if Your Mattress is Awful – Purple Mattress #goldilocks This Unicorn Changed the Way I Poop – #SquattyPotty Case Study and Customer Testimonial Videos Stay On Top of Your Creative Requirements How to Build a Video Marketing Strategy.Garvin believes this is because a shopper is in bed on her smartphone, finds herself uncomfortable and decides to make the purchase in that moment. The retailer has noticed that shoppers frequently make a purchase close to what would be bed time locally for that shopper. And even though Purple has a high-ticket product-a mattress costs about $1,000-mobile accounts for 40% of its sales, Garvin says.
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Once the retailer decides on the full video content, it markets the ad on Facebook, Instagram and YouTube, and uses advertising retargeting platform AdRoll to display the video on other platforms, Garvin says.īecause many consumers visit Facebook and YouTube on a smartphone, Purple has a large share of traffic-about 80%-coming from mobile devices. Similarly, Purple also creates five to six “outros,” or the last few seconds of the video ad when the retailer is delivering its call-to-action for consumers, Garvin says. Purple measures engagement by how long a consumer watches it and if she clicks through to the website. The retailer will create five to six different intros-or the first few seconds of the video before consumers can skip it on YouTube or decide if they want to watch it-to see which intro best captures consumer attention. For example, Purple created a Super Bowl-related video that talked about crying yourself to sleep in a comfortable bed, and it marketed the video to consumers in the Atlanta area because the National Football League Atlanta Falcons lost the big game. The retailer creates a combination of “hero” videos, which are a few minutes long and explain a product in detail, and “sidekick videos,” which are typically shorter, have a smaller budget and are focused on a specific audience.
In total, Purple’s videos have received 500 million views in the 18 months the retailer has been operating. Purple has about 30 videos that it has promoted in the past 18 months, and those include a handful of customer videos.
Not bad for a retailer that launched its e-commerce site,, in January 2016.
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This education plus entertainment formula has worked, as the retailer generated an Internet Retailer-estimated $75 million in web sales in 2016, and is profitable to boot, says Bryant Garvin, Purple’s director of digital marketing. Video ads let web-only mattress retailer Purple Innovation LLC tell consumers about its products with the aim of also entertaining them. Rethinking the Rules of Customer Engagement: Personalized, Proactive, Purposeful The Holidays Unwrapped: Global Shopper Insights & Predictions Walmart’s last-minute holiday strategies for the ecommerce marketplace seller! B2B Weekly Infographic: Distributor sales in 2022Īccelerating B2B Ecommerce in Manufacturing