Behind a Pointseven Creative Production
It's the simple things
Pointseven x Roborock
We are on a mission to create ads that make you feel good
Pointseven is the key Nordic partner to the intelligent home appliance brand Roborock. Together, we’re “breaking the routine” of traditional lifestyle marketing with a series of experiential videos that have a simple goal in mind.
“To make you feel good!” shout Ellinor Sahlström and Becky Moore, the team – creative director and conceptual copywriter – behind the videos. Because, according to them, there is no reason why a vacuum cleaner advertisement shouldn’t be a source of joy.
“People are bombarded with ideas of how they should live their lives,” says Ellinor. “And while there’s a time and place for aspirational marketing, it doesn’t always make you feel great. We think it’s entirely possible to showcase a product and all the good stuff it can do for you without making the customer feel like they’re lacking in something.”
The approach also responds to what many in the industry have taken to calling ad fatigue. “When over-exposed to the same ad or same type of ad, audiences disengage.” says Ellinor, “The ad landscape is saturated with messages like live well, live hard, live this way or that way. It’s too familiar.”
"The ad landscape is saturated with messages like live well, live hard, live this way or that way. It’s too familiar."
Pointseven x Roborock
“It also feels important that we don’t oversell the value of a product,” says Becky. “We can’t promise the perfect life or resolve any of the big existential stuff, but maybe we can make you feel good for a moment. If the product is good and the audience is engaged, then the sales come naturally. Good content wins. We start our process by exploring the things that make us laugh or feel something. It’s fun, silly – entertaining. And very innocent.”
Following the release of Roborock’s first video, a “brain-orgasm”-inducing, ASMR-inspired whisper rap which displays a montage of the satisfying “feelings” associated with having a clean and tidy home, the team has now released their second production in the series. Only, this time they’re using interpretive dance and imitation in order to highlight the product features of Roborock’s new, best-value robot vacuum cleaner.
In the video, dancer, and performance artist Emma Hedlund Vestin, uses her body and facial expressions to imitate everything from the vacuum’s two rapidly spinning mop heads to its automatic mop-washing, mop-drying, and dust-emptying functionalities. Sounds weird? It is. That’s the point.
"It’s entirely possible to showcase a product and all the good stuff it can do without making the customer feel like they’re lacking in something."
Pointseven x Roborock
“We were inspired by this trend on social media of people imitating the crushing of inanimate objects in a vice. It’s ridiculous,” says Ellinor. “But it generates a real emotional response, like ASMR. We wanted to create a similar feeling of drama and absurdity.”
There was one challenge. Initially, the product’s tagline, “It’s the simple things.”, felt like an ill-fitting sentiment for a concept based largely around the idea of a dancer performing dramatic imitations of a household cleaning product. It seemed too complicated and abstract.
But it was surprisingly simple to make a connection in the end. “People really don’t like having to clean up all the time,” says Becky. “And the product remedies that by doing a bunch of stuff you don’t like, automatically. Over-dramatizing the key features was a great way to demonstrate the simplicity of what we’re selling: this product cleans so you won't have to. For a best-value product, this felt appropriate. And the humor stopped it from being too high-brow.”
Hanfeng Lu, Marketing Manager for Roborock in the Nordics says, “We want to break the routine and stand out from the types of advertisements that have become extremely familiar – particularly within the home appliance or robot vacuum industry. Promoting our products this way feels more personal, like we’re sharing a laugh with our customers.”
"Promoting our products this way feels more personal, like we’re sharing a laugh with our customers."
The Numbers
The campaigns are performing very well
CTRs
The average Click Through Rate (CTR) for Facebook ads for all industries is 0.9% and for the tech industry, it’s 1.04%.*
Wordstream, July 2023.
1.63%
Roborock’s Satisfying Feeling campaign has an average CTR of 1.63%.
4.54%
After only two days, the Simple Things campaign is currently at 4.54% CTR.
CPCs
The average Cost Per Click (CPC) for Facebook ads for all industries is $1.72 and $1.27 for the technology industry.*
Wordstream, July 2023.
$0.93
For Roborock’s Satisfying Feeling campaign, the average CPC was $0.93
$0.33
For Simple Things, the average is currently at $0.33.
Last but not least
A big thanks
The video “It’s the Simple Things.” was written and produced by Pointseven’s in-house creative team Ellinor Sahlström and Becky Moore, supported by in-house producer Niki Hadly-Kamptz and digital marketing manager Duwi Satrio Pinandityo.
A special thanks to our collaborators, dancer Emma Hedlund Vestin and Deedy Group including Producer Petter Hansson, Director of Photography Haris Mlivic. Thank you to Independent Studios studio for the excellent location. And finally, a big shout out to senior strategist Klaus Beiersdorf, project manager William Hermansson, and CEO Sara Sjöman who made this production possible.