For more than a decade, Zappos has helped acclimate American consumers to the especially tricky process of buying shoes, clothes and accessories online by taking customer service to new levels. From free shipping both ways to a service team with no script—well, the list of promises and feats is long. When evaluating company efforts at large, research showed that it was Zappos’ superb customer service that was having the most positive impact on purchase intent and customer loyalty. How could Zappos tell new audiences about their great customer service without tooting their own horn —and without a huge TV commercial budget?
The Zappos team sleuthed through a large batch of true customer service stories provided by the Customer Loyalty Team, carefully choosing a final three that fit the right combination of heartwarming and hilarious. With video as the most powerful medium to show our audience all parts and emotions involved in the Zappos customer experience, we scripted the stories out and brought them to life in a series of :30 and :60 spots that featured the absurd lengths to which Zappos will go to satisfy its customers, tagged with the line “Our vow is to wow.” On a seriously scrappy budget of $220,000, we planned and produced a 3-day, same-location shoot, followed by in-house post work to prep for a multi-channel release.
✔️ :30 and :60 second cuts of each video are being used across digital and broadcast channels
✔️ Over 1.4 million views on digital channels
✔️ AdWeek covered the spots and praised them as “fun and functional”
✔️ AdAge covered the spots as an Editor’s Pick for Top TV Commercials & Video Production
✔️ Coverage from Loyalty360, Internet Retailer and more