POV the girlfriend effect is real:

@gem.au

79.8K followers · usually 5.9K views a post

Views

31.3K

Likes

1.1K

Comments

45

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86

Selling · Other Product

Gemseen in 10 videos →https://gem-products.co/pages/competition-sign-up ↗

Why it worked

The video leverages a relatable 'girlfriend effect' scenario and a playful, non-intrusive brand interaction to create engaging content. The use of a popular retail location and a sale adds further appeal.

Summary

Two women are filming content in a supermarket when they encounter a man buying deodorant. They playfully tease him and reveal they are from the deodorant brand, Gem, and are filming content for them. The interaction highlights the brand's products and a sale at Woolworths.

Structure

1Filming content in Woolworths
2Spotting a customer buying deodorant
3Playfully interacting with the customer
4Revealing they are from the Gem brand
5Discussing the products and sale
6Ending the filming

Original caption

When girls influence their bfs to buy gem mens 🥵🤏 now’s the time to stock up for you & your man half price at @Woolworths_au #boyfriendgirlfriend #girlfriendeffect #boyfriendsoftiktok #gemdeodorant #howtosmellgood

More from @gem.au

Their other posts in the index, biggest breakout first.

Product placement

Gem: it ACTS - it is a deodorant brand, and the video shows people buying and discussing it. Removing it would change the video's focus. Woolworths: it APPEARS - it is a supermarket where the video takes place. Removing it would not change the video's focus.

On-screen text

POV the girlfriend effect is real: Thousands of Specials to help you save Special Body Sprays Antiperspirant TRY WHOLE BODY Replacement

Transcript

Oh my god, we were just filming some content at. You found it. in the world, just got the. Oh my god, get this as well. I feel like such a. What she getting? He's going over to the. Let's go over. Hi, sorry, this is so. Um we're from. I'm so sorry. I got the which one's this one? the and up. Oh, it's. It's. Not actually the first time someone said that. And then the. Oh my god, I love that the wouldn't. I know I'll show I'll show you the. It's. We were like. I know, I'll show I'll show you the. It's so funny. We were like. I was like I feel like we need to go up. I feel like I've seen all the videos. Oh my god, you follow us. I'll stop recording and I'll show you guys the video. I can't believe it.