Not long ago, I was trying to watch a video on YouTube. I got the expected “5-second till skipping” countdown and had my mouse hovering over the skip link, but the video was interesting. I laughed, so I figured I’d give it another few seconds to see what the product was all about. I ended up watching the full 4-minute video (and I was entertained). I completely forgot about the video I was hoping to watch because the ad content was so ridiculously engaging. How often has a company nailed it this perfectly? Check out the ad below… I’ll wait.
To be fair, the “raw-egg test” is probably something that Purple made up, but because it’s presented as “science” I don’t even care. They may be the only company that’s using this test, but it’s such an effective way to communicate the benefits of their mattress that it doesn’t even matter if it means I’ll sleep better because of it. It just hits the right tone of “this sounds accurate enough to be true. I want one.”
I did a bit of research on the Purple bed and read most of their site content before realizing that I had been perfectly, and effectively marketed to. I had been interrupted doing something that I wanted to do with advertising, and because it was so well-done, I actually did what the advertiser wanted me to do. I read their information and I’ll be buying their products (starting with the Purple Pillow).
I don’t know what I had been googling for Purple to target me, but I have been having back and neck pain, so when this ad popped up, I was already primed to pay attention. This is how a seamless experience is created. You start with interested viewers (anyone with back or neck pain or anyone looking for a mattress). You then target them and present your ad. If it’s a good one, users will visit your site where you change from a user to a customer.
Purple did it’s job so well and instilled trust and delight so early, that I was prepped to become a customer the moment I watched their ad. This is how seamless marketing experiences should occur. A thoughtful user journey ending with a real purchase.