Is this the world we live in now? Are we so hungry for silly, spontaneous joy that we will sit and watch and laugh along, during a 3-minute video of a stay-at-home Chewbacca mom, sitting in her car, broadcasting a Facebook Live Video, seen around the world, sharing her love and joy for her brand new Chewbacca mask?
And I’m glad this is the world we live in now. We could all use a little more joy in our lives, right?
But there are some marketing lessons that can be learned from the video by Candace Payne, The Chewbacca Mom, also known as “Chewbacca Mask Lady.”
Chewbacca Mom Marketing Lessons:
Chewbacca Mom Marketing Lesson #1: Sharing special moments of your life, be they big or small moments, via Facebook Live Video, can be highly effective.
Chewbacca Mom Marketing Lesson #2: Being totally transparent, humble, true-to-yourself quickly gains trust with your viewers. This factor contributes to being fascinating to watch/can’t look away because we wonder what’s going to happen next. Especially in a LIVE video.
Chewbacca Mom Marketing Lesson #3: Joy and laughter are infectious and transcend language barriers and generational and racial biases (at least we think so).
Chewbacca Mom Marketing Lesson #4: Mentioning a brand’s product can possibly make you wealthier. Money magazine figured out a not-so-rough estimate of how much Candace Payne has accumulated in cash, merchandise and their estimate is $420,000. This includes the value of full college rides for entire family, given to Candace by Southeastern University. But don’t mention the brand on purpose or with their knowledge ahead of time. Or you can try mentioning or showing the brand in a natural or nonchalant or clever way, like Casey Neistat does a lot. It works for him. Companies send him free merchandise a lot, in hopes that he’ll show their product for two seconds or longer but not too long or it will lose its mystique.
Chewbacca Mom Marketing Lesson #5: Be ready to go with the flow. The “flow” will be the fire hose outpouring of reactions and even gifts, due to your sudden and viral fame. Candace Payne has been riding the wave for several days now with TV appearances on early morning talk shows and late night talk shows; with a free Disney World vacation; visits to the Star Wars Lucas Film headquarters in San Francisco; visiting Facebook Headquarters; and so much more.
This is a first-of-its-kind viral video moment in our cultural history. The Chewbacca Mom and her viral video power stand as a landmark case study – at least until the next one comes along.
What other marketing lessons can we learn from this? Kindly share in the comments below.
In case you haven’t heard by now, the Chewbacca Mom, Candace Payne, catapulted to worldwide fame when thousands of people viewed her video and shared it. You can’t help but laugh when you watch this video. I dare you:
See the original Facebook post by Candace herself: https://www.facebook.com/candaceSpayne/videos/10209653193067040/