Why it worked
The video leverages social proof by curating and highlighting genuine customer demand, creating a sense of community and exclusivity around a specific product.
Summary
Tree Hut shares a video featuring a bowl of marshmallows while displaying various fan comments requesting the return of a discontinued product scent. The video serves as a brand-led engagement post acknowledging customer demand for their products.
Structure
- 1Visual of marshmallows in a bowl
- 2Displaying fan comments asking for a product return
- 3Brand acknowledges the feedback in the caption
Product placement
Tree Hut (a) ACTS: The video features a bowl of marshmallows being filled, with various user comments overlaid on screen pleading for the return of a specific, redacted Tree Hut product scent. The brand is the creator of the video and the comments are curated to demonstrate high demand for their discontinued product line. Removing the brand name would change the context of the video from a brand-led engagement post to a generic request.
On-screen text
loveslovey: I haven't used this and NEED to. As a gourmand girly I need to know what this smells like. Pretty please!!
anastasiya: They need to bring back [Product Name] she was so amazing I just ran out and I'm so sad
emm R.T(R): Uhhh the [Product Name]
anastasiya: I need [Product Name] back she was soo good
AmersHome: Bring back [Product Name]
Brooke: [Product Name] not being on here should be a crimeeeee
Veronica: I would eat the [Product Name] one tbh it smelled so good
abby: HEAVY ON THE [Product Name]
mary I gourmand fragrance: I also long for [Product Name]
bubbles: plsssss
Xi: There was a [Product Name] with [Product Name]? how did I miss out on that one
Brooke: [Product Name] not being on here should be a crimeeeee
ily: i rily wanna smell tha [Product Name] one im in my phase rn