CASE STUDY: THE VIRAL EXPERIMENT
In late 2014, an independent production company launched into an already saturated market without any financial backing, assets, brand identity, or clients. If we were going to survive, let alone succeed, we were going to need a point of difference.
The Viral Experiment was conceived as a strategic content marketing campaign to launch a small, independent Australian production company onto the world stage. After anonymously releasing 8 viral videos that repeatedly amassed world wide news coverage and accumulated over 220 million online views (all without any paid media, promotion or distribution), in July 2016, The Woolshed Co strategically revealed ourselves as the creators of these viral sensations.
Establish TWC as a known brand and quantity in the viral landscape.
Mainstream & online news and entertainment publishers > general public > media, marketing & advertising professionals.
Crucial to our strategy was the deliberate harnessing of earned media. We had a great case study on our hands, but we needed the world’s media to get it out there for us. For two years we monitored how the public and global news organisations responded to our content with the eventual aim of leveraging that coverage when we revealed ourselves as the creators. When the time came for TWC to step up and take ownership of our viral creations, we deployed a targeted PR campaign. At the core of our approach was the reveal video for The Viral Experiment.
And on July 11, 2016 we revealed ourselves to the world via a negotiated first access release through Network 10’s ‘The Project’ and Mumbrella. Immediately following the embargo's end, the video and press release were distributed to a global trade press and mainstream media database, specifically making effort to target news and media outlets that had covered our virals over the previous two years.
Our ‘unveiling' campaign (establishing TWC’s brand in the viral market) leveraged our viral notoriety to generate 50+ pieces of media coverage, an estimated 2.4 million coverage views and reach a projected global readership of over 2 billion. In addition to online coverage, TV interviews across Australia, USA, Canada, France, Germany and Brazil generated an estimated additional audience of 40+ million.
The explainer video received over 900K online views.
- 1 x Webby Award
- 1 x One Show Gold Pencil
- 1 x Mobius Best In Show
- 2 x Mobius Golds
- 1 x New York Festival Third
- 3 x New York Festival Finalists
The Viral Experiment delivered an enormous boost to our industry profile, and in the days following our reveal campaign, we had to juggle press engagements with an avalanche of pitch invitations.
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