Zappos' New Ads Turn True Consumer Stories into Commercials
Ellen Smith — November 7, 2017 — Marketing
Zappos' new ad campaign demonstrates the brand's dedication to customer service by turning true stories into charming commercials.
The first of the brand's "True Customer Stories" features a young girl who's consistently unhappy with the ballerina shoes her father orders for her. As a result, Zappos happily exchanges each shoe, until eventually the toddler reveals she'd prefer to perform her recital in a pair of black Chuck Taylor's. A second commercial tells the true story of a husband who accidentally packed his wife's jewelry in a Zappos box, which he was returning, prompting Zappos to quickly intercept the package, returning it to the couple.
Highlighting its reputation for customer service, these brief ads boast the tagline "Our vow is to wow," which reflects its commitment to consumer convenience.
The first of the brand's "True Customer Stories" features a young girl who's consistently unhappy with the ballerina shoes her father orders for her. As a result, Zappos happily exchanges each shoe, until eventually the toddler reveals she'd prefer to perform her recital in a pair of black Chuck Taylor's. A second commercial tells the true story of a husband who accidentally packed his wife's jewelry in a Zappos box, which he was returning, prompting Zappos to quickly intercept the package, returning it to the couple.
Highlighting its reputation for customer service, these brief ads boast the tagline "Our vow is to wow," which reflects its commitment to consumer convenience.
Trend Themes
1. True Customer Stories - Brands can capitalize on the power of storytelling by using true customer stories in their ad campaigns to demonstrate their dedication to customer service and build emotional connections with consumers.
2. Charming Commercials - Creating charming and relatable commercials can help brands showcase their commitment to customer service in a memorable and engaging way, leaving a lasting impression on consumers.
3. Tagline Impact - Crafting a compelling tagline that reflects a brand's commitment to consumer convenience can strengthen its reputation for exceptional customer service.
Industry Implications
1. E-commerce - E-commerce businesses can leverage the power of true customer stories and charming commercials to differentiate themselves in a highly competitive market and attract new customers.
2. Advertising - Advertising agencies have an opportunity to create ad campaigns that focus on authentic customer experiences and emotional connections to drive brand loyalty and resonate with consumers.
3. Retail - Retail brands can take inspiration from Zappos' ad campaign to showcase their commitment to customer service and provide a memorable brand experience that sets them apart from competitors.
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