Case study on New Balance China’s viral video – ‘How Watson retaliates Sherlock’ (Official title: 看華生如何逆襲夏洛克)
(30 May, 2014) New Balance (NB) China’s latest social video posted on Youku has recently created a buzz in Hong Kong. It has been widely shared on Facebook, Youtube and forums.
What are the success factors leading to its virality and brand favouritism?
From the video title to the most part of the video, it was so covered as a detective story, featuring a smart girl named Sherlock and his boyfriend, Watson. Not until toward the end it was revealed to be a proposal.
This created a big surprise to the audience, arousing their emotion and striking their memory toward the brand.
While Sherlock stood in front of the white wall wearing the NB shoes, different sets of coloured clothes were projected on her pure white clothes against backgrounds of sweet scenes.
In such an interesting way, the trendiness of the brand was smartly and softly amplified. NB shoes were subtly highlighted as a daily easy mix-and-match companion for everyone, including kids.
The video ended with Watson ‘tying the knot’ on a pair of NB shoes, one from each person, signifying the couple as a perfect whole as a pair of NB shoes.
NB’s viral video leveraged audience’s emotion to propel widespread favourable word of mouth. The creativity of the story and audience’s personal emotion stimulated by it became an impulse for them to share and spread. [/twelvecl]
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Viral link on Youtube: http://bit.ly/1k7cT6d
(Original link: http://bit.ly/1pAEZY8)
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