Karma is a shopping app that puts shoppers in control and gets them the items they want at the lowest price. Karma’s app and browser extension use AI to alert shoppers to price and stock changes while applying coupons automatically to their carts. The company’s mission is to change the way people shop by delivering an effortless online shopping experience, from inspiration to purchase. The company realized that in order to compete with much bigger marketing budgets in the eCommerce space, its next campaign had to blow people’s minds - and so it did. Led by CMO, Mor Pesso Eblagon, a global creative leader, Karma produced an industry first “Netflix-style” long-form commercial. The three-minute thriller keeps viewers on the edge of their seats and tells the story of a police department investigating a “mind-blowing” phenomenon. Taking the TV series theme to the next level, the company partnered with 40+ popular social media influencers to share live-reaction videos about the commercial on their social channels. These creators shared their live reactions to Karma’s commercial as if it is another episode of a popular Netflix series. Mixing up comedy and drama, the new ad by Karma is full of suspense while injecting subtle hints of promoted content. For example, in one scene, the leading detective whispers “the best prices I’ve seen in my career” as he pieces together the evidence. Karma filmed the commercial in Georgia (Europe) and spent six months between writing the script and the final cut.
Philosophy
Taking the TV series theme to the next level, the company partnered with 40+ popular social media influencers to share live-reaction videos about the commercial on their social channels. These creators shared their live reactions to Karma’s commercial as if it is another episode of a popular Netflix series. Mixing up comedy and drama, the new ad by Karma is full of suspense while injecting subtle hints of promoted content. For example, in one scene, the leading detective whispers “the best prices I’ve seen in my career” as he pieces together the evidence.
Problem
Karma is doing things differently. A multi-channel campaign, anchored by a long-form commercial is a risky approach for any company, nevermind a six year old company. Karma took a bet on creating quality, long-form content and made a significant investment into state-of-the-art production. The company partnered with Canne award winning screenwriter and
Result
Thanks to the collaboration with content creators, the commercial went viral. The company saw its campaign reach millions of views over just two weeks and thousands of comments across different platforms. The company recorded a significant increase in users, adding more than 150k active users within weeks of the launch. Karma’s commercial launch gained international news coverage across multiple media verticals. Marketing trades featured the new commercial, lifestyle magazines wrote about the trending shopping tool, and business and finance news sites and magazines covered the new payment feature. In just a few weeks, Karma’s new campaign generated coverage in hundreds of media outlets, reaching a potential audience of millions.