eCom Unity #6 - eCom Branding for the Social Age

Deep-Dive | A new approach to building brand awareness

I recently had a new idea on how to approach building brand awareness that I wanted to share with you.

I made a video explaining it and potential results too, you’ll find it at the bottom of this section.

This new perspective came across my mind when I found this video on TikTok (there’s a second part as well):

@trueclassic

We show up for humans. ❤️🙏🏼@Zachery Dereniowski @ryanbartlett

Most eCom brands think trying to go viral is a waste of time. They’re wrong.

Every marketer thinks the same thing when their CEO asks them to do something viral…

“Dude… If I just could do something viral whenever I wanted to I wouldn’t be working here”.

That’s at least what I always thought when I was asked for something viral in the past.

But after thinking about these True Classic posts a bit longer, it opened a new perspective on this for me.

I‘ll show it to you:

They are speaking to a guy called Mario who is not doing too well but still asking him for money (because they pretend to not do too well either).

Mario not only gives them money but then shares the story of his hardship and later they give him $100k, a job, and a new wardrobe filled with True Classic.

Overall, great video with a good balance of weaving the brand into the story without making it feel too much about the brand.

The result: 1 Million Views across two videos.

Great success, right?

Well, assuming a typical $10 CPM, that gives you a media value of $10k.

And since they gave Mario $100k, now it doesn’t look so great anymore.

Which brings me to the idea I had.

For a video to go viral, you might need a viewer retention of 20-25% (people watching the whole video)

Now their video got a good amount of exposure but didn’t go fully viral, so let’s assume that it had around half that with 12.5%

But, this is still significantly better than ads which typically get 2-5% viewer retention.

Thus, this type of video has a 5x viewer retention than an ad.

So if you want to build brand and brand awareness (without a direct response angle), this can actually be a great format to amplify via paid.

Especially if you have to masterfully weave in your brand as you will generate a very positive first touchpoint with your brand at a 60-80% lower cost per view than an ad would have.

Now, I don’t think this has amplified the distribution of this video but I think it could be a great idea.

I’ll talk you through this to showcase what I mean and the results it could bring in this video:

Overall, branding is a super important topic to

A) increase your differentiation (I talked about that in my eCom Growth Formula more extensively, full blog post here) which is a key way how brands can exponentially grow and one of the few ways brands can actually differentiate themselves, and

B) open yourself up for new audiences which are not in buying mode right now.

I’d be super interested to hear about any brands using this kind of approach for their brand/awareness marketing already.

If you know anyone doing it, or you're doing it yourself, hit me up.

Upcoming Events | Online Workshops are back

I’m happy to host two online eCom Unity workshops in the next two weeks to tweak your BFCM preparation and outcome.

With Simon and Samu, I’ll bring in proven experts in their fields to share actionable insights you can implement straight away.

• Wed, 30 Oct (🇩🇪): Google Ads & Intra Day Bidding für maximalen Q4-Erfolg mit Simon Borg von Touchpoint
  Signup here.

• Wed, 06 Nov (🇬🇧): 15 A/B Tests & Optimizations for BFCM + live Q&A with Samuel Hess from DRIP
  Signup here.

You can find more details and past workshop recordings here: https://getklar.com/workshops

If you can’t make it on those dates don’t worry. If you’ve signed up you’ll receive a recording of the sessions afterward.

Thank you for reading :)

I am on a mission to help eCom brands build better, more profitable businesses. If you missed any past issues, you can catch up on all of them here.

I have built one 8-figure and one 9-figure eCom brand in the past and with Klar, I work with over 700 eCom brands today.

If you have specific questions you would like me to cover next, just reply to this email.

Have a great week.

Max ✌️

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