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“Make it go viral.”
That statement is the bain of existence for every marketer on the planet.
Because every marketer wants their content to perform well. But it’s hard. Really, really hard to “make it go viral”.
Therefore when something DOES actually go off, you have to be prepared to jump on board, quickly.
Such was the case with Ocean Spray when a TikTok by Nathan Apodaca—aka @420doggface208—was posted riding his skateboard into work after his truck broke down while drinking Ocean Spray’s cranberry juice and jamming to Fleetwood Mac. The simplicity of the video where a guy is just finding ways to make life work gained more than 26 million views and caused a decades-old song to skyrocket to #1 on iTunes. In addition to this, numerous recreations totaling millions of additional views were created that would have cost Ocean Spray millions in advertising spend (and likely never reach this kind of affinity).
Within 36-hours, the CEO of Ocean Spray purchased a truck for Nathan in the signature red-colored juice along with what looks like a multi-year supply of cranberry juice. It’s a relatable story to many Americans who are just trying to make through whatever the rest of 2020 has in store for us.
What’s your point?
From a marketing perspective, you can’t plan for something to go viral. But you can plan your response by acting quickly through social media. The media attention Nathan, who now has millions of followers of his own, can get for a brand, especially from a perceived authentic [now] influencer is word of mouth marketing on steroids.
Just look at the Google search volume spike for “Ocean Spray” once the TikTok started gaining traction:
Responding genuinely with a gifted truck that’s in your brand’s colors was done quickly and without a bunch of red tape–which is something a lot of companies can learn from. It also embraced influencer marketing with someone who isn’t exactly cookie-cutter by his 420-friendly social media profiles–ringing home the truth that brands should value authenticity in the campaigns they pursue.
Want to learn more about influencer marketing? Tom Augenthaler breaks down some insight for B2B brands.