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Once Upon a Mattress: How Purple Used Video Advertising To Go From Zero to Public In Two Years By Bryant Garvin

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From the #SMX Advanced Conference in Seattle, Washington June 11-13, 2018. SESSION: Maximizing The Impact Of Online Video Ads. PRESENTATION: Once Upon a Mattress: How Purple Used Video Advertising To Go From Zero to Public In Two Years - Given by Bryant Garvin, @bryantgarvin - Purple, Director of Marketing

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Once Upon a Mattress: How Purple Used Video Advertising To Go From Zero to Public In Two Years By Bryant Garvin

  1. 1. #SMX #12C @BryantGarvin Once Upon a Mattress How Purple Used Video Advertising To Go From ZERO to PUBLIC in Two Years
  2. 2. #SMX #12C @BryantGarvin Family is everything to me
  3. 3. #SMX #12C @BryantGarvin Down 175+ Pounds
  4. 4. #SMX #12C @BryantGarvin “Purple, a Utah mattress startup you’ve probably never heard of, is on track to unicorndom” “Why You Need This Hi-Tech Pillow” “Will comfort tech company Purple become a Utah Unicorn?” “How This Purple Mattress 20 Years in the Making Became an Overnight Success” “How Purple's Mattress Missionaries Hope To Sell $2 Billion Worth Of Their Comfort Technology” “The mattress company that stole my marketing heart”
  5. 5. #SMX #12C @BryantGarvin Google Trends THE GROWTH
  6. 6. #SMX #12C @BryantGarvin Google Trends THE GROWTH
  7. 7. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple
  8. 8. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple Video First
  9. 9. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple
  10. 10. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple
  11. 11. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple
  12. 12. #SMX #12C @BryantGarvin How Does Purple Do It?
  13. 13. #SMX #12C @BryantGarvin Tell Stories With Emotion + Education
  14. 14. #SMX #12C @BryantGarvin
  15. 15. #SMX #12C @BryantGarvin @LifeOnPurple @BrettSwensen “Stories Are Remembered 22x More Than Facts Alone” -- Stanford Study https://womensleadership.stanford.edu/stories
  16. 16. #SMX #12C @BryantGarvin “We are hard-wired to pay attention to stories. A story is a vehicle for emotion, and a purchase is always an emotional decision... well, until the robots take over the world.” -Sterling Ungerman – Purple Content Writer
  17. 17. #SMX #12C @BryantGarvin “95% of all cognition, all the thinking that drives our decisions and behaviors, occurs unconsciously—and that includes consumer decisions.” -Gerald Zaltmanm Harvard Business Professor
  18. 18. #SMX #12C @BryantGarvin Share these #SMXInsights on your social channels! #SMXInsights Consumers Buy On Emotion Video Drives Emotion
  19. 19. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple When videos start to autoplay on Facebook…{about 70% of the time} people watch them for 16.7 seconds on average Source: Facebook https://m.facebook.com/business/news/new-medium-new-rules-video-advertising-in-the-mobile-age
  20. 20. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple A similar story holds true for video ads, which are watched in News Feed for 5.7 seconds on average Source: Facebook https://m.facebook.com/business/news/new-medium-new-rules-video-advertising-in-the-mobile-age
  21. 21. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple Two Seconds
  22. 22. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple TEST EVERYTHING
  23. 23. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple The INTRO
  24. 24. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple
  25. 25. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple
  26. 26. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple
  27. 27. #SMX #12C @BryantGarvin Share these #SMXInsights on your social channels! #SMXInsights First 2 Seconds is the most important TEST YOUR INTROS!!! Even the BEST videos can be improved
  28. 28. #SMX #12C @BryantGarvin
  29. 29. #SMX #12C @BryantGarvin Over 1.5 Billion Users
  30. 30. #SMX #12C @BryantGarvin
  31. 31. #SMX #12C @BryantGarvin 68% use this channel to help make Purchase Decisions
  32. 32. #SMX #12C @BryantGarvin 80% of 18-49 year olds Watch YouTube in a given month
  33. 33. #SMX #12C @BryantGarvin Only 9% of US Small Businesses use YouTube
  34. 34. #SMX #12C @BryantGarvin
  35. 35. #SMX #12C @BryantGarvin Only Pay AFTER 30 Seconds Or Completed Video
  36. 36. #SMX #12C @BryantGarvin
  37. 37. #SMX #12C @BryantGarvin Share these #SMXInsights on your social channels! #SMXInsights YouTube is blue ocean Be where your competitors ignore Pay only on completed view or 30 seconds
  38. 38. #SMX #12C @BryantGarvin AMAZING TARGETING
  39. 39. #SMX #12C @BryantGarvin
  40. 40. #SMX #12C @BryantGarvin
  41. 41. #SMX #12C @BryantGarvin
  42. 42. #SMX #12C @BryantGarvin How You Measure Bruh?
  43. 43. #SMX #12C @BryantGarvin
  44. 44. #SMX #12C @BryantGarvin
  45. 45. #SMX #12C @BryantGarvin Susan Wenograd @SusanEDub
  46. 46. #SMX #12C @BryantGarvin Create a Separate AdWords Account & Conversion Pixel for YouTube Prospecting
  47. 47. #SMX #12C @BryantGarvin Share these #SMXInsights on your social channels! #SMXInsights Test Life Events & Custom Intent Audiences Monitor Search Lift Separate AdWords Account & Pixel for YouTube Prospecting
  48. 48. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple WRAP UP
  49. 49. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple TEST TEST TEST
  50. 50. #SMX #12C @BryantGarvin Feel Better @BryantGarvin@LifeOnPurple

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