Did you know that bacon can make you do things? "Bacon has power," said David Alexander, Marketing Manager, Digital, Maple Leaf Foods at the inaugural iMedia Canada Summit in Montreal. Indeed, it has the power to make you watch videos like this one:
[youtube width="630" height="316"]http://www.youtube.com/watch?v=m0QbRpm6kzM[/youtube]
Or this one:
[youtube width="630" height="316"]http://www.youtube.com/watch?v=rIciP4sU8Bc[/youtube]
In his case study, Alexander explained that the key to achieving virality online is to follow these four rules: Start with great insight, connect to a truth while offering a new perspective, make it simple and understandable, and make sure there is room to grow.
As you can see by the videos above, the content effectively targets its intended demographic and consistently delivers humor. The videos aren't just shareable because they're hilarious -- Maple leaf pledges to donate a wholesome meal to a local food bank on the behalf of consumers that share to their social networks. Additionally, the videos not only bring the Maple Leaf brand to light, but elevate the bacon product as a whole, benefiting the entire pork industry.
So, what were the measurable results?
- More than 2 million voluntary views
- More than 10 million social impressions
- Ten thousand pounds in food donations
- 14 percent increase in sales year-over-year
- Led to a TV campaign
As you can see, Maple Leaf has really gone the whole hog on this campaign!