Case Study: How the Woof Washer Is Changing the Face of Direct Response

Transcription

1 Case Study: How the Woof Washer Is Changing the Face of Direct Response

2 Kristy Pinand Moderator VP of Sales & Marketing Kristy joined Concepts TV Productions as director of production in For more than a decade, she has been instrumental in achieving dozens of DRTV production awards. Her knowledge of what a good production entails is the key to her success in the industry. Now as vice president of sales and marketing, Kristy works on campaign management and project coordination. Her vast understanding of the direct response industry allows her to assist clients in achieving a fully integrated campaign. She has traveled internationally, working hand-in-hand with clients on every aspect of infomercial production. Some Concepts TV credits include Pajama Jeans, Cat s Meow, Café Cups, Hip Hop Abs, and the Amish Heat Surge Fireplace. Kristy served as the chair of the ERA Content Committee and received the 2013 DRMA Member of the Year award.

3 Arline Kramer Panelist President For over 25 years Arline Kramer has specialized in Live Shopping Channels and Global Distribution of direct response products. She has proven to know what it takes to launch an item and build a successful brand. Arline has been dubbed the "Product Queen" because of her consistent record for achieving sales and her esteemed industry reputation. Her uncanny ability to visualize the future potential of a product and its branding capability has translated into mega success stories. Arline is responsible for more than a billion dollars in global sales and has represented some of the most well-known and successful products in the world today, such as Magic Bullet, InStyler, and Powertek. Her latest success story, Woof Washer 360 (a new innovation for washing and massaging your dog), has taken the social media world by storm and has been viewed in over 199 countries with over 60 million views on Facebook alone in only a few weeks.

4 Alec Newcomb Panelist CEO Alec Newcomb is the CEO of Indri, a Retail & Ecommerce digital marketing platform. Indri drives incremental sales for DR marketers via services & software. Alec has 15 years of digital marketing experience, working with brands such as P&G, Kellogg s, Kroger, McCormick, Unilever, and Nestle. He has more than 20 years of experience in product marketing with companies such as MyWeb Grocer, Bosch, Lycos, and MTV Networks.

5 Harlin Ruben Panelist Digital Account Executive Harlin Ruben is the digital guru of Diray. Known for his ability to uncover obscure but important audience segments, Harlin brings together analytical and creative skills to build winning campaigns for his clients. He leverages Diray s leadership in the direct response industry and a totally integrated approach to understanding how consumers behave and how they consume media to create the right mix for each client s goals and needs. He works with clients to plan and optimize the media mix for campaigns that will best drive orders and revenue. Prior to joining Diray, Harlin honed his expertise in digital media sales to create wins for clients at MNI/Time, Inc., 6FigureJobs.com and Alliant Cooperative Data Solutions. He holds an MBA with a concentration in Finance from Quinnipiac University.

6 Phil Rarick Panelist Chief Operating Officer Phil Rarick has a wealth of knowledge when it comes to launching and promoting products and brands. He has a dynamic understanding of omnichannel marketing strategies, the Direct Response Industry, Public Relations, Social Media, E-commerce and Retail. Having worked for multiple Fortune 500 companies as well as senior leadership roles in several start-up organizations, he brings a wealth of experience and expertise to any scenario. With oversight of roughly 50 product launches per year, Phil s guidance is crucial in the creation and execution of effective marketing and sales initiatives for his clients. As an active member in professional organizations like Beauty Industry West, Professionals in Human Resources Association, Direct Response Marketing Alliance (DRMA) and Electronic Retailing Association (ERA), where he sits on the Content Committee and the U.S. Hispanic Council, Phil has a wealth of expertise in direct response marketing and various other industries. Whether you re a start-up company or a large organization, Phil can help identify new areas of growth and develop a targeted strategy for your organization to see a quantifiable ROI.

7 Dana Conklin Panelist Director of Production As Concepts TV's director of Production, Dana is in charge of overseeing the entire production process from inception to completion. With over 10 years of producing experience at Concepts TV, Dana's excellent communication skills and attention to every detail have been vital to the company's success for such mega brands as Comet, National Geographic, Sears, Bissell, DirecTV, March of Dimes, American Idol, and WD-40. From creative brainstorming to casting and coordination Dana oversees it all. Whether it be a short form commercial or a long form infomercial, on set her expert eye allow her to naturally translate the writer's vision into a coherent and winning piece of work. Dana is also an active member of ERA's TV Council where her passion and enthusiasm for the industry continue to help shape the landscape and future of the industry.

8 Woof Washer 360 Commercial

9 URL

10 Facebook Facts: Video uploaded to promote launch Raw file No sound/no graphics

11 The Woof Washer 360 Facebook Journey across the world Wednesday, June 24th, 2015 the first spot aired in the US The weekend of June 27th, smaller dog related sites started to share the Facebook page Within a few hours, a dog organization in Slovakia (Pes v Nudzi- a page with 55,000 likes /followers) shared the video Resulting in more than 1000 likes from their page Minutes after, the UK publication, Dogs Today Magazine (a page with more than 800,000 likes /followers) shared the video This post created 38,000 likes and 8,000 comments From that point, the viral world took off **Results C/O--Sysomos Social Listening tool

12 The Results? (and counting) Over 65 million Facebook video views Over 128 million people reached by Facebook video post More than 4.7 million Facebook Shares, Likes & Comments More than $220k in product sales More than 8000 units sold from the media test Viewed in more than 200 countries

13 In the News!