“Youth Hostelling with Chris Eubank” went viral, accumulating millions of views across various social media platforms. Viewers were captivated by the incongruity of a world-famous boxer, known for his refined manners and opulent lifestyle, embracing the simplicity of youth hostels.
The video ingeniously employs the “The Storytelling Approach” framework, masterfully interweaving humour and subtle brand messaging. It achieves this by placing Chris Eubank in an unfamiliar, relatable setting, creating a compelling narrative that resonates with a broad audience.
OBJECTIVES
- To promote Hostelworld as a fun and affordable accommodation option for all, regardless of age or background.
- To challenge the perception of hostels as being only for young backpackers.
- To entertain and engage viewers with Chris Eubank’s unique personality and humour.
THE HOOK
The video hooks viewers from the very beginning with its title, “Youth Hostelling with Chris Eubank”. This unexpected pairing immediately sparks curiosity and sets the stage for an unconventional and potentially hilarious experience.
Here’s a breakdown of why the hook works so well:
- Celebrity Factor: Chris Eubank is a well-known figure, particularly in the UK, known for his boxing career and distinctive personality. His presence instantly draws attention and piques interest.
- Contrast and Humour: The juxtaposition of Eubank’s refined persona with the typically unpretentious environment of a youth hostel is inherently funny. This contrast sets up the expectation of humour, making viewers eager to see how Eubank will react to this unusual situation.
- Relatability and Curiosity: While most viewers may not share Eubank’s fame, the concept of youth hostelling is relatable. The title prompts questions: What will Eubank’s experience be like? Will he enjoy it? This curiosity motivates viewers to watch and find out.
WHY IT WORKS
- Humour: The video is genuinely funny, with Eubank’s reactions to the hostel environment providing plenty of amusing moments.
- Relatability: While Eubank is a unique individual, his experiences in the hostel are relatable to anyone who has stayed in a budget accommodation.
- Unexpectedness: The pairing of Eubank with youth hostelling is so unexpected that it creates a sense of intrigue and makes people want to share the video.
TAKEAWAYS
- Humour is a powerful tool in marketing.
- Don’t be afraid to be unexpected.
- Sometimes, the simplest ideas are the best.
KEY ELEMENTS
- Introduction (hook): Chris Eubank introduces himself and the concept of the video.
- Benefits and features: The video highlights some of the benefits of staying in a hostel, such as affordability, socialising opportunities, and unique experiences.
- Call to action (CTA): While not explicit, the video implicitly encourages viewers to consider youth hostelling for their next trip.
The video utilizes a Storytelling approach to cleverly integrate the key elements. It’s not a hard-sell advertisement; instead, it lets Chris Eubank’s experience speak for itself. The humour and relatability of his journey subtly highlight the benefits of staying in a hostel without feeling forced or promotional.
MAKE IT YOURS
- Find an unexpected spokesperson: Instead of a celebrity, consider using someone who is known for something other than your product or service. For example, a serious academic endorsing a fun new snack.
- Create a fish-out-of-water scenario: Place your spokesperson in an environment that is outside of their comfort zone. This will create humour and make them more relatable to the audience.
- Focus on the experience: Rather than trying to hard-sell your product or service, let the video show how it can enhance people’s lives.
- Use humour and heart: People are more likely to remember a video that makes them laugh or feel something.
- End with a subtle call to action: Encourage viewers to learn more about your business or try your product/service.