5 lessons in digital marketing from the spring’s biggest meme. Before there were Pokemon Go spoofs and Stranger Things mash-ups, there was Candace Payne and her talking Chewbacca mask. You laughed with her, your aunt, cousin and mother-in-law shared her video, and chances are you forgot about her. Well, she’s back. We’re kicking off a new season of Snacka med Macka with a look back at the Chewbacca Mom meme. What can the rise and fall of one viral sensation tell us about vlogging, newsjacking and the state of influencers -- and what can marketers learn?

1. Unmasking
Chewbacca Mom
5 lessons in digital marketing, inspired by last spring’s biggest meme
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2. https://www.youtube.com/watch?v=DAFhtY_wHyY&list=PL08FD35E184A24E7F&index=14

3. Who is Chewbacca Mom?
Chewbaca Mom in brief
• Candace Payne, a 37-year-old stay-at-home mom
from Texas. Most successful FB Live video to date.
Over a 160 million views as of today.
• Given over 400,000 dollars worth of gifts, including
Star Wars merchandise, gift cards, a Disney
vacation, and even college scholarships for her kids.
• Made TV appearances, including Carpool Karaoke,
Invited to the FB headquarters to meet Mark
Zuckerberg, and even got her own figurine made by
Hasbro.

5. #thedress
5

6. +347 %

7. 7 https://www.youtube.com/watch?v=tvk89PQHDIM

8. What can some kids on
Snapchat do?

9. +20 %
retail sales
+30 %
online sales
100%
sell-through
Image: Vans

10. “We couldn’t have created
that viral moment if we
tried.”
10
- Kevin Bailey, Vans President

11. You can’t create viral,
but you can learn from it
1
1
Authenticity
Influencers
Humour
Impulse buying
Newsjacking
Real time
marketing
Unboxing
Live video
White
privilege
Demographics
Vlogging
Analysing Chewbacca Mom

12. 12
Lesson #1
Authenticity trumps
celebrity

13. 100 Million Views
3 Days 4.9 Days

14. #liveauthentic
Image: folk magazine

15. Authenticity + Savvy consumers =
• 40% of Swedes have
ad blockers
• Generation Z will put even
greater authenticity
demands on companies
Image: Ingenreklamtack.com

16. The rise of microinfluencers
10,000 – 150,000 followers

17. Engagement trumps reach
Followers
Engagement

18. 18
Lesson #2
Funny always wins

19. Humour is good business
1. Rapport & Alignment
Humour establishes likeability and builds relationships (which are often built on
shared senses of humour).
2. Memorability
Humour triggers endorphins that encode for memory. Making customers laugh
could make your message or product more memorable.
3. Shareability
Funny content is easy to share with many people, leading to both awareness and good-will.
19

20. 20

21. “Humor can be dissected as a frog
can, but the thing dies in the
process.”
Image: Sophie Kemperman

22. Theory of Incongruity
Image: Robert Mankoff

23. 23
https://www.youtube.com/watch?v=1YX7h8qNu7g

24. 24
https://www.youtube.com/watch?v=ql7uY36-LwA

25. 25
https://www.youtube.com/watch?v=YbYWhdLO43Q

26. 26
+400 %
retail sales
+600 %
online sales
75 %
Organic reach

27. 27
Lesson #3
Optimise the unboxing

28. 28
64%
Shoppers influenced by YouTube

29. 29
FunToyzCollector
• 12 billion views
• 9 million subscribers
• $5 million per year (earnings)
https://www.youtube.com/watch?v=H2mCV39WGU0

30. 30

31. Tapping into unboxing:
• Create your own unboxing videos.
• Work with influencers to unbox your
products.
• Place ads in unboxing videos.
• Share videos of people unboxing
and/or reviewing your products.
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32. Awareness
Evaluation
Purchase
Experience
Loyalty
What are you
doing here?
What are you
doing here?

33. 33
Lesson #4
Plan for spontaneity

34. Dare to go live
34

35. Facebook Live
• 99% did not watch Chewbacca Mom live. Recording live is what
counts.
• Going live shows transparency and authenticity.
• FB Live is currently free for brands.
• 100% organic reach – All fans receive notifications when you go live.

36. Give up control

37. Reward your superfans

38. Broadcast your initiatives

39. Be prepared for
rapid response
39

43. Piggy-back at
your own risk
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44. Keep it close to your brand
44

46. Don’t mine tragedy
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47. Wookies don’t go to Uni
47

48. 48
Lesson #5
Relevance, relevance,
relevance

49. 49

50. 50
https://www.facebook.com/candaceSpayne/videos/vb.124561
8915/10210086042808013/?type=2&theater

51. 51

52. 52

54. 54
Cross your fingers and hope
someone turns you into a meme
1. Identify your microinfluencers
2. Don’t take yourselves too seriously
3. Consider unboxing
4. Act in real time
5. Newsjack at your own risk

55. Thanks for listening!
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