Koala reveals stellar performance metrics for recent ‘Never Uncomfortable’ campaign via Vidico

Direct-to-consumer (D2C) furniture company Koala has reported recent performance metrics in its standout YouTube ad-campaign, ‘Never Uncomfortable’.

 

Dealing with perennially uncomfortable subjects like sub-par bedroom performance, unexpected pregnancy, and coming out to your parents – the campaign plays around with the idea that on a Koala – nothing is uncomfortable.

In the continually crowded D2C bedroom market – the campaign managed to achieve View Rates of over 41% – head and shoulders ahead of the platform standard.

Koala, well known for its hilarious and controversial marketing, teamed up with Melbourne-based video production company Vidico for a fifth time to create the piece.

Says Michael Pirone, art director at Vidico: “Millions of Australians have seen and loved our work with Koala, but I think this campaign tops them all by a long shot. The reality is that ‘Never Uncomfortable’ is outperforming work that is likely 4-5x the budget — there’s a huge value component that Koala and Vidico have figured out when it comes to long-form content.”

Koala’s creative director Michael Beveridge was pleased with how the campaign has performed: “Koala does creative that appeals to consumers, not award show judges, and I think that’s why our video creative is continually considered the benchmark by Facebook and Youtube – our click through rates, our view through rates and our conversion rates are always top notch.

“The Never Uncomfortable campaign was our most cost-efficient in terms of lifting purchase consideration, and following our brand uplift study, we had an overall lift in Positive Response Rate of 20%, which is massive, considering where Koala sits in the market.”

The campaign was directed by Vidico co-founder and executive producer Evan Pirone, and features Australian weird comedy legends Ben Russell and Xavier Michelides.

Vidico typically produces a long-form piece of content for clients, and then looks at numerous ways to generate cut-downs with alternate messaging as part of its value proposition.

Says Pirone: “Creative awards are great, but client outcomes come first. We see there being a lot of misused spend when it comes to the typical video production model, where the focus isn’t on outright performance — at the end of the day, it’s about generating real returns for the client. It’s all that really matters.”

Vidico primarily works with high-growth startups, and tech enterprise companies like Amazon, Uber and Square. From its video campaigns globally, the company has obtained over 1.1 billion views in the last twelve months.

The campaign is currently one of Koala’s best performing videos to date.