Tag Archives: youtube

A New Appreciation for Handcraft: The Balvenie Youtube Series

3 Sep

Raw Craft

In a world where everything is mass produced and affordable, most people lose the understanding of how valuable handcrafted items are. Handcraft itself has become a staple word used by manufactured goods. The real handcrafted items however has a long and cultured story that is born out of experience, hard work, skill, and passion of what they make.

To earn back the appreciation and value of handcrafted products, Balvenie, a traditional Scottish whisky company, created episodes of youtube videos entitled Raw Craft to show appreciate the value of handcrafted products. Recruiting Anthony Bourdain as the host of the series itself speaks volumes. Who better to talk about the appreciation of products made through rigorous hours of training, experience and passion than Anthony Bourdain.

The video series is a light conversation yet a deep understanding of the skill these man and woman have to their craft, understanding the process, the passion, the ego, the idealism, and the hard work it took to create the masterpiece most take for granted. It shows how value is given so much to a product from this, rather than the status symbol a mere logo gives to a shoe made and labored for $2 and sold for $100. No, this is how things are made right, personal, and valued for their worth in the work and labor put in. This makes the handcraft product special.

What I love from this communication is that it works. It draws in the Bourdain crowd that speaks to a variety of viewers from travellers, organic food lovers, to even hipsters out there. The series succeeds in bringing back the exclusivity that makes handcrafted items special, as it should as Balvenie itself is an old traditional whisky distilling company that still grow and harvests its own grain, and process its products without the aid of modern machines. The subtle way the product is introduced (although not too subtle in the first series) is delightful to watch and give appreciation to Balvenie’s craft, even to non drinkers like me.


One Pound Fish Man

2 Jan

Pernah posting tahun lalu mengenai soft selling yang cerita sedikit mengenai One Pound Fish Man. Pagi tadi dapat link dari Sarita Sutedja kalau ada music videonya. 11 million hits since December 10th, mantap juga. Lo bisa beli lagunya di iTunes pula, harga lagunya 1 pound juga gak ya? Hahaha.

Congratulations mr.Muhammad Shahid Nazir or One Pound Fish Man, buy 5 get 6 at 1 pound each?
Check it out, come on ladies, come on ladies…

The Art of Soft Selling on Social Media

13 Sep

When you are a company that represents a brand or product on social media, its all about soft selling. Conventional methods won’t work much here, you’ve got to think a little bit outside the box. In social media, content is king. Whats the use of having 1 million followers if your content is straight-in-your-face hard sell? They’ll ignore your content or worse quit as a follower.

An example is how this Internet sensation Muhammad Shahid Nazir, a fish vendor at Queens market in Upton Park, London, who is now currently known for his singing sensation video courtesy of one of his customer: Collin Miller, showed us how he sells his fish. The lyric in what he sings may be hard selling, but the package he delivers is a soft selling content.

The Indian/Pakistani tune, the way he entertains people and how he drives them with great deals. If it was social media, he probably would get 6 million fans, and he did. Collin’s video has been seen by roughly 6 million viewers on Youtube, and Muhammad Shahid Nazir or known best as the One Pound Fish Man, have proppeled into stardom.



So yeah, content is important. It whats makes your fans and followers stay, read, may even become evangelists. If the content is really good, it may even get to be viral like One Pound Fish Man here.