February 11, 2013
When the American Down and Feather Council (ADFC) wanted to add some new life to their down and feather marketing communications program, they turned to Kellen Communications to develop and execute on an idea they had been considering for some time – a viral video.
Before this, ADFC had focused primarily on developing their website, and having Kellen place stories in the media on the benefits of down and feather bedding. However, they saw the value of developing and promoting an ADFC video as a tool that could reach new audiences, and be used effectively for quite some time.
Kellen set out to bring ADFC to computer screens everywhere by developing the idea for Pillow Talk!
When ADFC gave Kellen Communications the go ahead to create a viral video, we knew our first task was to develop a concept that people would be interested in for the entertainment value, while still allowing us to weave ADFC messaging into it. Kellen Creative worked up the storyboards for the idea, the ADFC board gave us approval and we hit the ground running.
The video was able to successfully weave into it key ADFC messaging about making sure down and feather bedding has been tested to meet the standards of ADFC and bares its label. Deciding to parody a daytime talk show made this task possible, as there are plenty of “testing,” “bedding” and “sleeping with” jokes to make along these lines.
Kellen’s resident video experts, Natalie Khalil and Travis Rush, contracted with a professional NYC puppetry company to help bring the idea for Pillow Talk! to life. After developing and designing the pillows, Travis and Natalie oversaw and helped the puppetry team film what would eventually become Pillow Talk!
The Pillow Talk! series, which includes one full episode and a series of outtakes, was developed as a brand unto itself, with YouTube pages and copy centered around the host, Barry Bedspringer, to give the video independent life.
Since the release of the video, which included posting and formatting the video on the ADFC and Home Fashion Product Association websites, creating a YouTube page, and disseminating to the Kellen and ADFC networks, we have been promoting the video over social media and pitching bloggers and websites on posting their video on their sites, such as here on Examiner.com.
Take a look at the video below, and be sure to follow the advice that Barry gives, so that you don’t wind up as the next guest on Pillow Talk!