How to Yap About Your Product & Still Sell the Heck Out of It—Massively.
A start-up's with ZERO hype to household name + Hot AI tool
Before their viral ad, Chatbooks was just another startup with a great idea but slow growth.
They had a good product:
Automated photo books from your phone, but struggled to explain it clearly or build a community.
Sales were modest, and awareness was low.
Viral Moment
Of course, a photo book app had no hype.
Until they ran a video of a burnt-out mom explaining a parent’s typical day.
100+ million ad views later, they became a household name for parents (mostly moms)
Why did it go viral?
• It was funny
• It was chaotic
• It was relatable AF
• And it hard-sold a product without feeling too pushy
It felt like content. Not an ad.
See the original Facebook ad (70M+ views)
Marketing Type
The marketing type used is direct response marketing.
Why?
It’s designed to grab attention, show a problem, present a solution, and drive immediate action (CTA: download the app, start a book).
+ Performance is measurable,
It’s determined that the tracked conversions, installs, and sales are directly from the ad.
That’s classic direct response, wrapped in relatable storytelling 🌯
What's great about ‘Dollar Shave Club’s & ads like this is that-
It feels like a funny ‘soft sell’ brand awareness video, but it's engineered to ‘hard sell’ you.
The Challenge
Before the ad, Chatbooks struggled with establishing.
They weren’t the first or flashiest.
Their tech wasn’t revolutionary.
Their message wasn’t clicking.
They needed to find a way to be different, they needed to get popular on their own terms.
Background: The ad was created by the Harmon Brothers, the same agency behind hits like Squatty Potty, Poo~Pourri, and Purple Mattress.
How-To
Strategically Yap
The entire ad is just a mom talking about her mess.
No polished try-hard script, no fancy edits, just a mom yapping.
Make them emotional
The product saves time and mom's guilt.
It’s not just a photo book, it’s a memory-saver without stress.
Disarm with Relatability
A mom eating snacks in the bath while kids scream outside?
Everyone’s seen that moment—or lived it.
Hit ❤ if you’ve come this far
Disguise as a Soft Sell
There’s no “limited time offer.”
Just a clear, clever setup that naturally shows how the product works.
Use Performance-Based ads
They didn’t throw money at it blindly—they tracked conversions, installs, and sales. Classic direct response under the hood.
Example Idea (promotes examples)
~ SaaS Tool: “A founder crying into coffee at 2am... until this one tool saved their life (and sanity).”
~ Fitness Brand: “A guy trying to do sit-ups with a toddler sitting on his chest. Relatable pain, real solution.”
~ Digital Course: “She tried building a website on her own... and ended up crying in Canva. Here’s what she did next.”
Key Takeaway
The most viral ad in your arsenal might be the one that feels like your audience’s Tuesday afternoon breakdown.
Fun Fact
The ad was so good, viewers asked for sequels. Chatbooks turned it into multiple spin-offs.
One starred the same mom, now in "survival mode" with 3 kids and wine.
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AI Marketing Tool
Tool: AdCreative.ai
Why you need it: If you don’t have Harmon Brothers-level talent or budget, this is the cheat code to get performance-first ads at speed.
It also works great for testing different versions before you put serious spend behind them.
👉 Try AdCreative.ai
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