By Meg Prater
When you think of viral marketing, your mind probably wanders to that Oreos “You can still dunk in the dark” tweet, which garnered an enviable 40,000 retweets and Facebook likes during 2013’s Super Bowl power outage. Or perhaps you think of the Dove “Real Beauty Sketches,” a video with more than 67 million views to date.
When these global brands go viral, it’s not a huge surprise.
They have agencies and well-staffed marketing teams standing by to handle the good, the bad, and the ugly that can result when brands go viral. But what happens to the little guys? What happens to small brands that hit on marketing gold, kind of by accident?
Below, we’re taking a look at how small brands have handled their 15 minutes of viral fame. Some struggled, some succeeded, but all of them earned a spot on this elusive roster. Here’s what they did, and what you can learn from their stories.
12 Small Brands That Went Viral
1) Dominique Ansel Bakery (The Cronut)
Image Credit: CNN Traveler
Pastry chef Dominique Ansel was not a doughnut devotee. The French-born, New York-based bakery owner had tasted a few, but he was far more familiar with the croissants he had grown up eating. When someone pointed out that he didn’t have a donut on the menu of his New York bakery, Ansel decided to head back to his roots and invent a new kind of pastry.
Enter: the Cronut.
Ansel’s new confection really gained steam after a food blogger from Grub Street tried a Cronut and documented the experience. Traffic to the bakery website rose by more than 300 percent, and hundreds would line up every day to get their hands on the trendiest pastry around.
Viral Best Practice: Focus on Quality, Not Quantity
Each batch of Cronuts took Ansel’s team three days to prepare. They could make about 350 Cronuts every day in their bakery, which meant the numbers were limited.
By managing the output of his pastries and avoiding the draw of producing more than his team and facility could manage, Ansel created controlled demand that he could meet without sacrificing the quality of his product.
Four years later, you’ll still find a line outside of Ansel’s bakery before their 8:00 A.M. opening. But the true secret to his success? Ansel claims that he’s had one Cronut every day since their invention. I’m really hoping that’s the key to my next promotion as well.
2) ALSA (The Ice Bucket Challenge)
Image Credit: Iconosquare Blog
In 2014, the Amyotrophic Lateral Sclerosis (ALS) Association launched one of the most successful viral campaigns of all time. Justin Bieber, Oprah Winfrey, and Bill Gates were a handful of the celebrities who took the challenge and dumped buckets of ice over their heads to raise funds and awareness for ALS research.
By the time the videos had stopped filling newsfeeds around the world, the campaign had raised more than $220 …read more
Read more here:: hubspot