From Viral to Buyral: Designing Buyer Journeys [CASE STUDY]

by Brian Massey
Online retailer iNature Skincare® sponsored a video that turned into a phenomenon. Released on October 29, 2014, the Comfortable: 50 People 1 Question video had garnered over 4 million views within two weeks. iNature Skincare had sponsored a viral hit. Unfortunately, sales did not rise as much as one would think. Why not? It is not uncommon for viral videos to fail as buy-ral videos.Read the full article

Comfortable: 50 People 1 Question

Tweet: | Facebook: These days it is so easy to feel insecure about our appearance. Whether it is because of the mean comment that comes our way or the photoshopped image we see in magazines, it can be so easy to feel self conscious about our body. When was the last time you felt comfortable in your own skin? We are so excited to share with you our newest 50 people 1 question short - Comfortable. We hope that this video will inspire you to be more comfortable and confident in yourself. Beauty is not about what you don't have, but about being comfortable in your own skin. Thank you to iNature Skincare ( for sponsoring this video! | #IAmComfortableBecause CAMPAIGN | Tell us in under 140 characters what makes you comfortable in your own skin! Join in to inspire others and share what it means to be truly comfortable, confident, and beautiful. Tweet us @JubileeProject and complete the sentence: #IAmComfortableBecause .... ⇒Click here to join the campaign: We will pick one tweet per day for the next week to share on our twitter. If we share your tweet, we will send you a special gift! | CAST & CREW | Director: Jason Y. Lee Producer: Elaine Zhou Director of Photography: Daphne Qin Wu Second Camera: Eugene K. Choi Third Camera: John Enriquez Gaffer: Robert Streeper Sound: Patrick Joyner Hair and Makeup: April Friske Production Assistants: Annabell Liao, Jean Rheem, Grace Yellow, Dorothy Xiao, Sharlene Park Editor: Annette Ortiz Diaz Translation: Sandy Ovalle and Tina Zhou Location: Slickforce Studios Featuring: Alexandra Johnston, Alison Stopla, Anthony Edwards, Caige Coulter, Christina Lopez, Dimzy Saucedo, Elizabeth Kuriakose, Ellis Meng, Gabby Gal, Isiah Adams, Johnny Ortiz, Kevin Mimms, Mateo Franco, May Brunelle, Mia Cardena, Patricia McNeely, Sandy Kotch, Scarlett Spencer, Shawana Carter, Sydney Mae Estrella, Van Brunelle. | iNATURE SKINCARE | iNature Skincare believes on natural beauty inside and outside. Beauty is not all about appearance; it is about who we are, and how you perceive your own beauty. If we all at one point believed that we were perfect in our skin, then what's to stop us from believing it now? | JUBILEE PROJECT | Jubilee Project tells stories that inspire change. For more videos, subscribe and follow us here! Based on the original series: Fifty People One Question is an ongoing social experiment and film series exploring human connections through people and places. The project began in New Orleans in 2008 and has since traveled across the globe, touching millions of viewers. Along the way, the films have captured a small slice of humanity; to discover dreams, losses, reflections, stories and secrets, some shared and some completely unrepeatable.