The power of viral video for driving online sales

Mayvin-Chewbacca

We recently told you about how Facebook Live video is now ranking higher in News Feed, highlighting that it might be a good fit for some of your company’s digital marketing activities.

But while some people will have been wondering how Facebook Live can be used as a vehicle to drive online sales, one rather innocent and lighthearted video has gone totally viral, and caused an avalanche of eCommerce activity for several companies.

Of course, the video in question is Candace Payne’s hilarious Chewbacca mask experience. In the video, Candace is sat in her car outside a Kohl’s department store in the Dallas area, and shares the unboxing of her new Star Wars mask with the world. It’s one of the funniest things you’ll have seen online for a while.

If you haven’t seen Candace’s video yet, where have you been!?! Don’t worry, though, there’s a link to it at the end of this post, so you haven’t missed the boat.

At the time of writing, it has been shared more than 3 million times and watched almost 140 million times on Facebook alone! It’s also had a few million views on YouTube too. Now that’s some serious social exposure, which has resulted in a significant boost in sales for Kohl’s.

However, even though it’s the store Candace bought her mask from, and the establishment she mentions in the video, Kohl’s isn’t the only retailer to have benefitted. Walmart.com, Target.com and ToysRUs.com – which also sell the Chewbacca mask – all show it as out of stock on their online stores.

A Kohl’s spokesperson even told CNBC that Candace’s video was the catalyst behind the massive sales surge witnessed: “We have received an overwhelming amount of interest in the Star Wars: Episode VII The Force Awakens Chewbacca Electronic Mask by Hasbro since Candace posted her funny and lighthearted video,” they said. “The mask is currently sold out on Kohls.com.”

Reports state that digital content engagement relating to Kohl’s jumped by over 100% in just four days. If this doesn’t emphasise the power of viral videos then nothing will.

You can watch Candace’s hilarious video here.

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