THE SECRET VIDEO BEHIND PRODUCT LAUNCH SUCCESS
What needs to be achieved?
What obstacles need to be overcome?
How to maximise engagement?
How we turned insights into action
What impact did the video have?
The Power of Secrets
The launch of an extensive new range of own brand car parts was a major investment and would be a key part of the company’s growth strategy. Our task was to produce a video to launch this new product range to staff and, crucially, to get their unreserved buy-in.
As a trusted high street brand, Halfords attracts a large percentage of ‘non-expert’ customers looking for consumable car parts – from headlight bulbs and windscreen wipers to engine oil and batteries.
They operate a self-service supermarket style model. Customers can sometimes find the array of options available confusing and Halfords invest a great deal to combat this and make the shopping experience as simple as possible. This includes having easy to use car part catalogues at displays and knowledgeable staff who can guide customers to make the right purchase.
Halfords already had a small range of own brand parts on sale, and during our planning phase we visited several stores as customers looking to buy these parts. We discovered that most staff enjoyed being seen to be personally knowledgeable and able to offer customers the benefit of their expertise. A lot of people working in the car parts section are ‘petrol heads’ and like to tinker with cars in their spare time.
7 out of 10 staff members we interacted with recommending the branded product over the own brand one. It seemed a good ‘honest’ relationship with their customer and building trust as an independent-minded expert was more important than following the ‘company line’.
It was clear that to get staff fully behind the new range they would have to be convinced that they were giving customers the best advice.
We needed to give them a good reason to recommend these products above the more familiar branded ones.
What most people, including staff, didn’t know was that the own brand products were often made by the same manufacturers, on the same production line, to the same standard as the more familiar branded products. We could simply tell staff this but it was agreed that it would have much more impact if they could see it for themselves.
In addition to providing staff with facts about the products there are a couple of psychological motivators that would help the target audience find this message appealing.
It would be empowering - knowing something most other people don’t helps us feel unique and is one of the reasons research has found many people like to believe and share conspiracy theories. (“I know things they don’t know!”: The role of need for uniqueness in belief in conspiracy theories: Lantian, A., Muller, D., Nurra, C., & Douglas, K. M)
It would fulfil a need - people are naturally more motivated to remember and use what they’ve learned if it is personally fulfilling – in this case being seen to be an expert by customers and their peers. (Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions Ryan, R.M. and Deci, E.L. (2000))
We produced a 30-minute upbeat, documentary video demonstrating the production process and quality of the parts. We filmed the production lines and testing facilities of the manufacturers. To give the message even more credibility we employed independent motoring journalists - Quentin Wilson and Tiff Needell (Top Gear, Fifth Gear) to present the video.
Extract from Halfords Own Brand Parts Video
The video was reported to be a huge success with over 90% of staff eager to share their inside knowledge about Own Brand Parts. As a result, own brand car parts have now become a well-established part of the business.
We have produced over 40 videos for Halfords.