Would you ever put out a Reason To Believe (RTB) that took almost three minutes to communicate? Conventional wisdom states that good communications be short—but truly compelling communications might not have to be.
This hit home for me at the 2013 Yale Center for Customer Insights conference. One of the presentations that really made an impact on me was by Marc Spreichert, former CMO of L'Oreal USA. (Full disclosure, he is a past client of Ideas To Go.)
He shared his insights into how consumers are changing their research and purchasing behaviors via technology. His provocative presentation walked through the various experiments L’Oreal did online to reach and engage consumers—including launching Destination Beauty, a YouTube-sponsored channel that put L’Oreal in front of the consumer earlier in the buying cycle.
But it was his discussion of the creation of the Dermablend Professional website that I found really compelling. Dermablend Professional is a professional-grade makeup for people who want to cover up scars, discoloration...or tattoos. To demonstrate that the product would in fact work as promised, they partnered with Rick Genest, also known as Zombie Boy, who has tattoos all over his face and body. Together they created an almost 3-minute video that is one of the most creative and engaging RTBs I've ever seen.
When I work with clients on building product positioning concepts, I often stress the need for a grounding consumer insight, one key benefit that pays off the insight, and truly ownable RTBs that let a consumer know why they should believe the product works. This video is a great example of how to not only own an RTB, but do so in a creative and compelling way that brings it to life. As the theme of the conference was "Engaging Consumers in a Complex World," I was delighted to think as I sat through the video, "now that’s engaging."
View the video:
Ed Harrington is Chairman and Innovation Process Facilitator at Ideas To Go, an innovation agency that works with Fortune 500 companies in ideation and concept development to incorporate the voice of the consumer.
Ed Harrington is CEO and Innovation Process Facilitator at Ideas To Go, an innovation agency that works with Fortune 500 companies to incorporate the voice of the consumer in ideation and concept development. He co-authored the book, "Outsmart Your Instincts: How the Behavioral Innovation Approach Drives Your Company Forward."