@joedotie — 23x breakout selling Volcanix

Loading video…

JOE When your mate just gets it 😌

@joedotie

364.8K followers · usually 16.1K views a post

Views

341.7K

Likes

811

Comments

View velocity

+281.3K views over 5.5d · ~50.8K/day · 5 observations

Promoted product

Volcanix

Why it worked

The video uses relatable humor and a shared experience (a phone call between friends) to naturally integrate a product advertisement. The "mate just gets it" premise creates an emotional connection, and the visual appeal of the ice cream combined with the scenic backdrop makes the product desirable.

Summary

Two friends are on a phone call, one is on a mountain and the other is sitting on a bench. They discuss the experience of being on the mountain and the friend on the mountain is eating an ice cream. The video ends with an advertisement for HB Volcanix ice cream.

Structure

1Friends on a call, one on a mountain
2Discussion about the mountain scenery and ice cream
3Description of the ice cream's layers
4Advertisement for HB Volcanix

Product placement

JOE.ie (ACTS - appears as a watermark/logo on screen throughout, but does not affect the video's content or narrative. Removing it would not change what happens in the video.) HB Volcanix (ACTS - the product is shown, described, and is the subject of the final advertisement. Removing it would fundamentally change the video's purpose and conclusion.) HB Ireland (APPEARS - mentioned in the caption as a partner, but not directly interacted with or shown acting in the video. Removing it would not change what happens in the video.)

Original caption

When your mate just gets it 😌[ad] Breath-taking, awe-inspiring, loaded with stark beauty – these are just a few of the words we’d use to describe the latest chocolatey addition to the HB family. Pick up a Volcanix today and enjoy all those tasty, rugged layers for yourself 🤤 W/ @hb_ireland