As a means to show the need for the Yelp review service, the company released a short commercial that shows a woman in a terrible yoga class.
It begins with the instructor telling the class to get into the "weeping cobra" pose, which he claims to have been doing a lot of since the end of his relationship. He then continues to loudly cry in front of the class as he's awkwardly crouched over, claiming "and then there's venom in your eyes!" beforehand. The woman looks as the camera with an exasperated expression and says that she needs to find a better class to attend. At this point, another yogi boasts his own Yelp review.
The commercial was made by 'Reid Sheehan Latimer + Crew,' who use the emotional instructor to show how the importance of checking business reviews before committing to a service.
Emotional Yogi Commercials
This Comical Ad Shows the Usefulness of Yelp Reviews
Trend Themes
1. Social Proof Marketing - Due to the increasing use of social platforms, customers are becoming increasingly reliant on business reviews before making a purchase, thus opening opportunities for social proof marketing.
2. Humor in Marketing - Creating funny commercials has been proven to be an effective way to engage customers and increase brand recognition that companies can leverage for their product or service.
3. Customer Experience Marketing - Businesses can leverage customers' experiences to market their product, package new offerings and identify potential areas of innovation or improvement.
Industry Implications
1. E-commerce - By leveraging social proof marketing, e-commerce brands can see an improvement in conversion rates and increase their sales.
2. Wellness and Fitness - Humor is a common subject in wellness and fitness marketing, and businesses can use it as a leverage to differentiate from competitors, tap into customers' sense of humor or make working out fun.
3. Marketing and Advertising - As customer experience becomes integral to marketing and advertising, businesses can create campaigns that effectively capture customers who rely on authentic and unbiased reviews before purchasing a product.