Some say you should try to have one great idea every day. And, when Melissa Coker's line, Wren, came up with a plan to ask a bunch of strangers to share their first kiss on camera, it wasn't just any old great idea. It was a genius business decision that ended up increasing the brand's sales by 14,000%. 14,000!
In a piece for Business Insider India, Coker explained just what made this first-base film so successful. The L.A. designer outlined a few reasons why we could not turn away. "We set out to create an authentic, touching content marketing campaign in the context of the fashion and style space that took people out of their day jobs," she wrote. In addition, Coker, whose brand did not have a big international presence before the video, said the reason it was such a success was because there weren't products or a "Buy Now!" signs shoved into the audience's faces. Instead, viewers just got to enjoy — even spoof — the kissing video. And, truthfully, even if they hated it or were disappointed to learn the strangers making out were all models, they still shared it — and as a result the video has more than 70 million views. To put it simply, we turned to one of the 43K+ Youtube commenters: "70 million is a country!" Yes, it is. (Business Insider)
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