Clearblue is a diagnostic device used to detect the presence of human chorionic gonadotropin in urine to determine if a person is pregnant.
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Why it worked
The video uses an interactive 'game' format that encourages viewer participation and engagement through choices. This format taps into relatable life events and aspirational content, making it highly shareable and likely to perform well within its target audience.
Summary
This is a slideshow game where viewers are prompted to make choices as if they are preparing for a baby. The game starts with a positive pregnancy test and then asks the viewer to select items like cribs, blankets, stuffed animals, pacifiers, bottles, clothes, and strollers, while managing a virtual budget.
Clearblue (ACTS - pregnancy tests, shows result, removing it would change the video)
Nike (APPEARS - logo on clothing, removing it would not change the video)
On-screen text
POV: The test came back positive! prepare to become a mom
swipe to start!
first, how old are you?
23
26
21
30
24
28
31
18
25
Let's go shopping for some supplies, how much money do you have?!
starting money: $3000
follow: +$2000
comment: +$500
like: +$300
share: +$100
okay what crib are you picking?
$250
$100
$300
$95
okay, now pick a blanket!
$5
$10
$15
$20
nice! now pick a stuffed animal for your baby to sleep with! (pick 2)
All $15
great! now pick a pacifier!
$15
$20
$15
$25
nice! now pick a baby bottle
$20
$35
$25
$30
cool! now pick some clothes for your baby
$35
$30
$20
$35
$30
$25
cute! now pick a stroller!
$300
$400
$600
$500