July 23, 2015

Woof Washer 360

Description: A dog-washing system
Main Pitch: "Washes your dog in less than one minute"
Main Offer: $19.99 for one
Bonus: Microfiber quick-dry mitt (free)
Marketer: Telebrands/R&H Direct
Producer: Concepts TV
Watch the spot

I'm really excited about this project. Not because I love the product – in fact, the category history is not at all promising – but because this will be a much-needed case study in the correlation between viral marketing and DRTV marketing. In the past, many have touted social-media success with little sales success to show for it. That has led me to believe that buzz and bucks have little in common. That said, I’m open to the possibility that people have been reading their viral data too optimistically because no one ever bothered to share said data or put it into any kind of context for me.

With this project, there can be no doubt it’s a viral hit. According to a recent article in Entrepreneur magazine, the inventor posted a video on his Facebook page and it was "viewed no less than 60 million times" in just two weeks. The article also claimed that R&H Direct “sold out of the product” (ostensibly before partnering with Telebrands). So this is it! If any buzz-backed project is going to do the dollars, it’s this one.

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