If there’s one thing this story proves, it’s this: The most important thing is the customer’s experience with your product. Not your store, your brand, your pricing or your product benefits.
Candace Payne quickly became the latest internet sensation this week by shooting a video of herself trying on a Star Wars Chewbacca mask she picked up on sale at Kohl’s. She made the video in her car. What the viewer clearly sees is that this is a humble, ordinary American mom. If this video isn’t genuine, I don’t know what is:
Now enter, a brilliant, ultra-fast marketing move by Kohl’s. Kudos to whoever pushed to make this happen:
Ms. Payne posted her video on Facebook Live – a new feature introduced in December of last year. Thus far, her video has been views about 140 million times. Here’s how that compares to other viral hits of the past:
The original video was so popular that even the actor who plays Chewbacca chimed in with ‘Absolutely wonderful! Cheers!’ in a comment on Reddit. MarketWatch pointed out that Kohl’s paid millions to sponsor the 88th Annual Academy Awards earlier this year, a show with just over 34 million viewers. That means that by acting quickly and generously, Kohl’s got four times the exposure with a total expense of a few thousand dollars.
The buzz from this video and Kohl’s response is a perfect example of what it takes to succeed in the social-driven marketplace of today. Pay attention for the good news stories, and when they occur capitalize on them as quickly as you can. Kohl’s was exceedingly smart to piggyback on Candace Payne’s 15 minutes of fame.