Friday, October 10, 2014

Takeaways from Metcraft's Viral Video Campaign


For those of you who don't know, Metcraft Industries has done a fantastic job of creating a viral video marketing campaign based on the large amount of obscure things that their comby toilets can flush. They flushed everything from golf balls to gummy bears, and they have over one and a half million combined views on their videos. Metcraft is a well established brand, but they don't have a big enough following to justify that many views. So what did they do right to strike marketing gold with their videos? Let's look at some takeaways from this viral campaign so that maybe you can come up with a viral campaign for your own plumbing shop.

The Campaign

Metcraft's Youtube video campaign consists of 13 different videos averaging over 100,000 views per video. Before we break down their campaign and talk about how it can be replicated, watch the compilation video below highlighting the 12 different flushing experiments they did.

#1: Make it Interesting

The first and biggest thing if you're looking to attempt a viral marketing campaign is to come up with an ingenious idea.Take Metcraft's idea, for example. Anyone would be interested in watching large quantities of miscellaneous items being flushed down a toilet. Come up with something creative that pertains to your plumbing shop; something unique and creative that both highlights your brand and makes for an interesting watch.

#2: Appeal to the Masses

So many people try to turn viral marketing campaigns into a sales pitch, when in reality that's the last thing it should be. The theoretical goal of a viral marketing campaign is to make something that appeals to anyone in an attempt to boost brand awareness. I'm not saying you can't or won't pick up customers because of it, but it should not be your primary goal.

#3: Have Fun with It

This is just a hunch, but I bet the guys at Metcraft had a pretty good time producing those videos. If you aren't having a good time executing whatever your "golden idea" is, you're probably not going to strike it rich with the views. If you're truly having a great time doing it, there's a good chance that other people will be interested in watching it.

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