Enchanting. Wild. Passionate. And maybe a little bit sloppy. Whether the result of a successful turn at 7 minutes in heaven or the sweet culmination of a teenage courtship, everyone remembers their first kiss.
Break-out video “First Kiss” by Wren captures this typically-secret rite of passage in all its innocent, blundering glory. What we are invited to witness, beyond the friendly handshakes, hugs and introductions, is a coming together of strangers—beautiful strangers—asked to lock lips for the camera. What we actually experience is far more than that. The newly formed couples giggle, shuffle their feet and steal coy glances from each other before getting down to business. It’s genuine in its awkwardness and captivatingly voyeuristic. It channels our inner romantic and allows us to relive the magic all over again.
To say that it was well received doesn’t even begin to quantify its enviable achievement. With over 74 million views to date after only 3 weeks, and still counting, “First Kiss” is arguably one of the fastest growing, independent viral videos ever.
Or perhaps even greater significance are its commercial origins. Wren is a Los Angeles-based womenswear clothing and accessories company most consumers had never heard of. “First Kiss” was released to coincide with the debut of its Fall 2014 collection. Yet it bears virtually no branding. No description of the clothing (despite the video subjects being styled in the brand’s new line). No promotion. No call-to-action. It’s presented purely as a social experiment and we buy into it.
According to Mobile Marketer Magazine, “Recent published findings in neuroscience indicate it is emotion, and not reason, that drives our purchasing decisions.” CEO Melissa Coker validates it. Her leap of faith paid off, proving to be much more than just a passion project. It catapulted a sales increase of nearly 14,000%. It was ultimately a film—not a commercial—which documented the emotional resonance of basic human connection. It delivered the promise of love.
Wren’s sleeper success story clearly begs the questions “How did they achieve such massive ROI?” and “How can I replicate this for my own brand?” The answer may be as simple as rethinking your communication strategy. Melissa explains, “Rather than beating someone over the head with your message, or tricking them into clicking with clever, misleading headlines, the onus is on making quality, connecting content.” Today’s users are savvy to traditional marketing tactics and reject the more overt attempts at brand engagement. It’s no longer about being always-on and inundating your fans with content. Social channels have made that easy. The key is distributing content and a brand personality that’s authentic. The reward is unwavering fan loyalty.
Finding a voice in an ever-evolving and demanding marketplace can be a challenge, but sometimes it’s purely what pulls at our heartstrings that prevails.
