Enrich’s latest campaign video records 30 second engagement time
Through their stylists and managers, Enrich Salons realized that when customers are coming in, their conversations were all about the pandemic and its ill effects on our daily lives. With the thought that a salon experience should be relaxing and give customers a chance to take a break from the chaos, the brand introduced videos with an upbeat sound track. This video recorded an extremely high average engagement time of 30 seconds, as opposed to the average engagement time of 10 seconds.
The metric was calculated through the engagement of the campaign on run on Facebook and its family of apps which include Facebook, Instagram, Facebook Market Place, Facebook Audience Network, Facebook Instream and Messenger.
Through AB Testing it was realized, the upbeat background music coupled with human elements like happy and aspirational emotions, moreover the video defines the urge to think about planet which is the need of the hour, the video focuses more on the green initiative than marketing their own brand. These factors helped the video to gain higher engagement and helped people to engage with the brand deeper, more meaningful level . The video urges customers to take small steps towards leading a more sustainable life and being rewarded for it through the “Greenrich Rewards” program that the salon chain is running.
“Enrich salons has always been ahead of its time and an innovator in this industry. With consumers being bombarded with branded content on all mediums, we wanted to create a meaningful yet impactful video that would communicate the message of sustainability effectively. The idea is to create content that does not get lost but rather stands out and creates an impact,” says Vikram Bhatt, Founder of Enrich.
The video explores the responsibility that each person has towards the environment. By taking small steps like recycling bags, old clothes and opting to cycle to work, customers can ensure a positive change. It also showcases how Enrich supports and rewards customers who take a step towards a sustainable tomorrow through their Greenrich Rewards Program