A video which showed a YouTuber’s impressive skill of packing a carry on bag unexpectedly went viral and went on to become the basis for a successful marketing program dubbed Biaggi, which is an online foldable luggage company. The platform has used video marketing to create a 101% increase in revenue and a 135% increase in orders YOY.
In August of last year, Biaggi released a video, titled: How To Pack Over 100 Items Into A Carry On, a video that was designed to create a more peasant shopping experience by showing how to optimize luggage usage. That video resulted in sales increase by more than $100,000 and Biaggi managed to sell more Zipsak bags in that month alone than they had ever sold.
Stephen Hersh, the Founder and CEO of Biaggi, credits this video and its social presence for putting the brand over the edge. Over 150 media outlets and web sites covered the video, with Oprah Winfrey, Ashton Kutcher and Ellen DeGeneres sharing it on their social channels.
“We need to have product video to show exactly what everything is, because you can’t necessarily see that from one image,” said Hersh in an interview with Retail TouchPoints. “We would shoot product demonstration video and we noticed that the actress we were using was very good at packing a lot of things into a small suitcase. In one take, we filmed a video of her packing 100 items in one of our carry-on bags. It was a complete afterthought, but we edited it and added some music to it, and we posted it on Facebook.”
The video has won a Shorty Award, and has since generated 10 million views on Facebook and three million views on YouTube. With the video’s success, Biaggi went on to create another one, How to Pack Over 50 Outfits In a Tote Bag! using the same actress, while it wasn’t as successful as the first one, the team was able to create a concrete video marketing strategy.