[SESSION SPOTLIGHT] How the Woof Washer Is Changing the Face of DR

by Kate Hoffman on Sep 22, 2015 9:00:00 PM D2C Convention, Digital Marketing, DRTV, Masters Series

This has been quite a summer for the Woof Washer 360. In a matter of two weeks, the Woof Washer 360 turned into an instant Internet viral phenomenon, accruing over 800,000 hits to the product’s website, more than $200,000 in sales, and 100 million Facebook shares worldwide. What’s the story behind this product’s success?

Ryan Diez, the inventor, created a one-of-a-kind product designed to make the dog washing process easier for both pooch and owner. Ryan had exhausted all of his resources and was unable to find a marketing partner. Finally, he reached out on LinkedIn™ and discovered Matt Ackerman, president of R&H Direct.

Ackerman is no stranger to direct response television thanks to his father, the late Mike Ackerman, a pioneer and visionary in the “As Seen on TV” world. Following in his father’s footsteps, Ackerman took a chance on the innovative dog washing invention with the help of his consulting partner Arline Kramer, president of Remarkable Products International Inc. “I agreed it was unique. I’m an avid pet lover. I rescue pit bulls and I knew this product would be a winner,” says Kramer.

The next step was to produce a winning commercial. Kramer enlisted the expertise of New Jersey-based Concepts TV Productions. It was clear that the dogs loved the product. After filming the spot, a sizzle reel was uploaded to the Woof Washer 360 Facebook page. Suddenly, people from all over the world were talking about this new “dog washing hula hoop.” The video went viral.

Online data indicates the video first took off in Slovakia. After appearing on The Daily Mail website, other major online news outlets such as The Huffington Post and BuzzFeed began to run with the story. “Good Morning America and The Today Show reached out to us to demonstrate the product on air. Celebrities reached out asking for samples for their own pets!” says Kramer. “I’ve never seen anything like this before.”

Kramer has worked in the DRTV industry for more than 25 years, specializing in Live Shopping Channels and Global Distribution of successful branded DRTV products in all categories—housewares, beauty, health & fitness, and fashion. The Woof Washer 360 had certainly become an anomaly within the DRTV space. Even the biggest players in the industry were amazed at how quickly the video had picked up steam. The product still continues to accumulate page views and shares on various social media platforms, and has even surpassed some of the most popular celebrities in Facebook likes.
 
One important aspect of the marketing campaign was the fact that Ackerman and Kramer involved the inventor during the process. “We listen to the inventors and encourage their visions because no one knows more about the product than the inventor,” says Kramer. “We love having the inventors involved. That’s just the way we do business and it’s certainly paid off.”

Want to hear more about this amazing DR campaign? Join Arline Kramer along with Kristy Pinand and Dana Conklin of Concepts TV at this year’s ERA D2C Convention in Las Vegas as they present the Masters Series session, Case Study: How the Woof Washer Is Changing the Face of Direct Response, on Wednesday, October 7!

Kate Hoffman's blog
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