What happens when a company shares a customer service story (or video case study) and decides to take a different approach with it?

You get Man Crates’ “Adventures in Customer Service”, a hilarious narrated story bound to give you plenty of chuckles.

What makes this video successful (or not)? Jason Urgo with Social Blade, video producer-extraordinaire Joe Daly, and Alex (myself) with Your Local Studio got together to figure out the answer to that question.

Haven’t seen the ad yet? Watch it below:

Here’s what we learned.

Watch our video breakdown above to get all the details. Read on for the highlights.

Break it Down:

  1. Production Style: This video takes a page out of the playbook of comedic videos like Comedy Central’s “Drunk History”, or the infamous Dollar Shave Club promo video. It’s funny, tells a story, and has a medium-level production quality to it. Plus, they get bonus points for using humor, as humor almost always performs best, in terms of engagement.
  2. Video Strategy & Perceived Goal: We’re unsure if they were hoping to use this video to gain additional exposure and awareness of their brand or just convert more folks who are already interested in their product. If it’s the latter and they were mainly using it on their own website, this video hits the mark. It’s entertaining, shows their unique values, what they’re capable of, the fact another customer trusted them and wasn’t let down, and also very entertaining.  If they were hoping to generate new awareness, I think they probably were disappointed. See next point.
  3. Distribution Plan: The video has gotten plenty of views on YouTube and Facebook, but very few comments. Which makes us wonder–as funny as it is, maybe it’s not very share-worthy? It’s possible most of the views came from watching the video on a site where it was embedded (like a blog post), rather than organically finding it on YouTube. And because the main gag in the video relies on the voiceover reenactment, Facebook was probably not the best choice for distribution, as all videos in your feed are muted until you click them. Plus the title of the video doesn’t garner much interest from someone who hasn’t heard of them before.
  4. Insights a Marketer or Business Owner Can Gain: Humor is always a good option when it comes to video. Recording “reenactment” b-roll video (supportive video footage) is an option to consider for video case studies if you don’t have footage/photos from the original experience. Last, it’s vitally important to have a clear end goal for your video content. If you know the purpose of what you’ll be using your video for, it will ensure you actually get results from all your effort.

What are your thoughts on the video? From a marketing perspective, do you think Man Crates nailed it, or missed the mark? Feel free to share your thoughts with us. Follow us on YouTube, Twitter, and Facebook to share your opinions now!