[WMD 2016] Harmon Brothers >> Daniel Harmon "Create videos that don't just go viral, they drive sales"

DANIEL HARMONCREATIVE DIRECTOR

SALES FIRSTART SECOND™

but it’s a close second :)

TWO TYPES OF ADVERTISING

BRANDED INFOMERCIALS

Snuggie

Shamwow

Slapchop

TWO TYPES OF ADVERTISING

+

BRANDED CONVERSION VIDEO

BRANDED INFOMERCIALS =

POTATO SALES

MISSIONARY SERVICE

ALARM SALES

SALES FIRSTART SECOND™

but it’s a close second :)

START WITH A GREAT CONCEPT

● Interesting● Emotional (funny, sentimental, exciting)● Clear● Relevant

DON’T SHOOT FOR VIRAL

● Viral is like catching lightning in a bottle.● Viral is short lived.● Make it good enough that it doesn’t have

to be viral.● We are addicted to the drug (James Courrier).● Goal: spend $1 and get more than $1 back.

CREATIVEPOWER TIPS

THE CONFUSED CUSTOMER NEVER BUYS

● Avoid tangents in your message. Even with jokes.● Does it add or distract from the core message?● Does it help rhythm or throw it off?● Bake in your subtitles on ALL platforms except for

YouTube. Only 25% of people are turning on sound for our Chatbooks vid.

GET A GREAT HOOK● Get them in the first 5 seconds.● Pooping unicorns and hucking cars off cliffs works

pretty well ;)

CASTING● Cast the better performer, NOT the better look.

Then people will buy into the look because of the performance. Example: Poopourri

● Cast the person best suited for the role, which is not necessarily always the best actor.

SHOOTING

● Frame for mobile. Get closer to the action. Shrink it down and see how it looks when it’s tiny.

● Good lighting is more important than the highest quality camera.

● When in doubt, shoot lots and then edit hard.● Don’t just say it. Show it when you can. (FiberFix)

FOCUS ON RHYTHM● People don’t bail because it’s too long. They bail

because it’s too boring.● The video should be as long as the concept needs. ● Keep the viewer guessing about what comes next.● Think of it like a Foxtrot. Slow...slow...quick quick.● Change the editing timing up.● Good example: Apple iPhone 7 ad.

HAVE A BRAINTRUST

● People willing to review your stuff and tell you what is NOT working.

● Show cuts to people that are in the demographic and WATCH their reactions.

● ALL our videos are crappy at the beginning.● Be willing to iterate like CRAZY to get it right. There

is no other way to get consistent quality.

CLEAR CALL TO ACTION

● Don’t forget to ask for the sale.● It’s often the difference between the video’s

success and failure.● Use offers. Everyone likes a deal. (Poopourri)

SALES FIRSTART SECOND™

but it’s a close second :)

https://www.facebook.com/Chatbooks/videos/866696040128084/?hc_ref=SEARCH

RESULTS: CHATBOOKS

● 11M views on FB and YT.● 36,000 reactions.● 127,000 shares (power tip: share to reaction ratio).● 13,000 comments.

RESULTS: CHATBOOKS● #1 story on Adweek for 3 days straight (our PR

team has never seen that happen before).

RESULTS: CHATBOOKS

● Jumped from 110 to 17 in Photo & Video in the app store.

● Jumped from 1202 to 224 overall in the app store.

● Improved the ratio of series subscriptions vs single custom books by 60% (their #1 goal).

● Client broke even 2.5 days after launch (on an LTV basis).

RESULTS: SQUATTY POTTY

RESULTS: SQUATTY POTTY

● 115M views on FB and YT.● 420,000 reactions.● 1M+ shares (power tip: share to reaction ratio).● 298,000 comments.

DANIEL’S HOMEWORK LIST

● Watch 100 successful Kickstarters or Indiegogos (a day’s worth)

● Identify things that work, things that don’t.● Read “Made to Stick” by Chip and Dan Heath.● Read “Creativity Inc” by Ed Catmull.