How a timely dose of pandemic humor got a 6x ROI and made the front page of Reddit

“Can’t send your kids to space” got customers’ attention, increased traffic, and attracted qualified buyers

It’s easy to get a customer’s attention when they’re already aware of the problem they need solved. But according to the Ehrenberg-Bass Institute for Marketing Science, only 5-10% of customers are in-market — actively searching for a solution — in a given category at any given time. Which means 90-95% of your potential customers are out-of-market at a given time! 

So how do you find a place in the memories of potential customers so they remember you when they’re eventually in the market? Not with conference room stock video and bullet lists of features and benefits, that’s for sure. 

You make a video that provokes an emotional response. 

We created a 30-second ad about sending children to space, and it directly contributed to 6x ROI. Here’s why it worked.

Get buyers’ attention with humor and emotion 

A report from LinkedIn’s B2B Institute reinforces how memorable brand creative works. “It builds lasting memory structures in the minds of future buyers, memories that are likely to be recalled when those out-of-market buyers become in-market buyers.” 

That’s why humor, emotion, and videos like this one contribute to increases in revenue. Not because they have the most impressive list of features and benefits. But, because they stick with people. They make your future buyers feel something, which makes them remember you. 

When you combine that powerful emotion with a well-crafted brand and well-placed logo — like the Umault logo appearing as the rocket ship rises into space — you build a strong brand association. Which will stick with the viewer when they become an in-market buyer. 

Too many B2B brands lead with boring, rational content — and that isn’t memorable at all

Reassuring content that appeals to the rational side of customers’ brains is important (like what we’re doing in this case study). But you have to inspire potential buyers early on in the sales process with cool, interesting, or funny content before you get the chance to reassure them. Yes, even B2B buyers need to be inspired.

Dare to tie your brand to a story with a strong emotional connection — like home-bound kids going toin space during a pandemic.

Ok, so you made a fun space video. But did it work? 

Yep. Our 30-second space video brought real returns in the form of revenue, social proof, and brand exposure. 

Within 30 days of publishing the video, it went viral, and we noticed a significant uptick in traffic to our site. The number of Marketing Qualified Leads (MQLs) doubled in the 30 days following the release, resulting in increased SQLs and ultimately a 6x ROI on the video. 

After it went viral, “We can’t send your kids to space” was featured on the front page of Reddit. And the video appeared on the front page of Ads of the World. It was then picked up by AdSpot where it was featured alongside impressive agencies like Saatchi & Saatchi, MullenLowe, Droga5 NY. Humor and emotion work, y’all. 

What we do

While no two projects are the same, here’s everything we can do to deliver effective B2B video ad campaigns

Strategy

  • Marketing diagnostic

  • Competitive analysis

  • Strategic messaging framework

  • Video marketing plan for your buyer’s journey

Creative

  • Creative briefs

  • Video ad concepts

  • Scripting

  • Storyboarding

Production

  • Director’s treatment

  • Casting / location scouting

  • Video production

  • Post-production

  • Finishing

Distribution

  • Paid, earned, shared & owned media strategy

  • SEO optimization & designer thumbnails

  • Launch planning

  • Social headlines/copy

  • Reporting & optimization

Let’s talk

We can’t send your kids to space. But we can make you a video that brings massive ROI, gets recognized alongside the giants of your industry, and contributes to brand exposure.


  • “Our projects were wildly successful. They use great techniques to generate leads and build brand awareness and momentum.”

    Thomas Osborne
    PerkinElmer

  • “The video is now the #1 most viewed video on the Deloitte US YouTube channel, by a long shot, with over 420K views. It’s a great use of highbrow humor.”

    Matt Lennert
    Deloitte

  • “Umault will really dig into your company’s identity, goals, and audience to find the best way to convey your message.”

    Karen Kazmierczak
    APA


Umault is a boutique video marketing agency that helps B2B businesses create captivating content, engage the right people, and drive sales. We concept, script, and oversee video campaigns that make the complex simple and sexy, transforming ordinary businesses into extraordinary brands.

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