FiberFix : “I suddenly need this in my life”

The title of this post is the first comment at the bottom of this video, an ad for FiberFix duct tape. The video does an amazing job at entertaining you, getting you interested in the product and hey! going straight to the website to order your “manly man kit”, like, right now!

The video works on several levels, because the brand is smartly leveraging several digital video trends from the past few years:

Transforming what could have been a boring product demo into a share-worthy video that still drives the message about the product benefits home. Show, don’t tell your product benefits! And although this piece of content is obviously an ad, everything in the metadata (how about that title?) makes it interesting to everyone beyond the target segment.

Taking a page out of the Old Spice playbook of making a boring product fun with an uber-manly tone of voice. It’s been done to death, but somehow the shtick still works. At least for me.

Doing it the Dollar Shave Club way and developing a brilliantly written video asset that links back to the online store (with some financial incentive for buying online) and generates business. From awareness to purchase, one video taking the consumer straight down the marketing funnel. This video already has over a million views…

I’d love to know how many Sales this generated. Judging by that first comment, it works!