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A Behind-the-Scenes Have a look at a Viral Advertising and marketing Marketing campaign (2024)


Pleasure is probably going not your first thought when seeing a can of beans. Kat Kavner needs to vary that. Her model is redefining a pantry staple to convey some magic to the canned meals aisle. She’s conducting this by assembly prospects the place they’re—in sudden methods. 

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Canned beans was a sleepy product class earlier than Heyday Canning got here alongside. Kat and co-founder Jaime Lynne Tulley shook issues up once they began promoting flavor-packed beans with viral advertising.

A type of viral moments was the model’s one-for-one Bean Swap occasion. The group requested prospects to herald cans of beans in change for a Heyday can, with swapped cans donated to Metropolis Harvest. 

Forward, be taught from Heyday’s profitable occasion and listen to Kat’s recommendation for planning a viral advertising marketing campaign in your personal model.

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4 steps to constructing a viral advertising marketing campaign

interested patrons standing in line to swap their beans for Heyday Canning beans, or bean related merchandise.
The bean swap pop-up hosted in New York, allowed potential prospects to work together with Heyday Canning on a private degree, whereas sampling its merchandise. Heyday Canning

1. Validate the chance out there 

Kat and Jaime felt the canned-food trade as an entire was in want of reimagining. To substantiate that speculation, the duo carried out market analysis earlier than launching their pop-up

The founders’ analysis included evaluating completely different information units. “We put collectively a spreadsheet of each single canned meals product and mapped out what they had been doing,” Kat says. What they noticed when evaluating the manufacturers was that not a single one was pushing the boundaries to face out of their advertising campaigns.

2. Set clear targets 

Dedicated to getting seen and staying on message, Kat and her group set targets earlier than the four-day occasion. They wished it to chop via the noise on TikTok and attract as many views and engaged customers as doable. 

By setting these targets, they might shortly brainstorm enjoyable and out-of-the-box methods to extend attract in relation to the pop-up. This included promoting a portrait of fashionable TV character Mr. Bean and a bean stuffie sporting a gold chain.

a bean stuffed animal wearing a bean chain.
Objects like this stuffed bean made Heyday’s promotional occasion extra enjoyable and light-hearted, and allowed attendees to create viral movies of their experiences on the pop-up.Heyday Canning

3. Take dangers 

Dangers go a good distance with regards to going viral on-line. Folks will respect the chance it takes to strive one thing new and sudden. Heyday didn’t have some huge cash to spend, so the group took a giant leap of religion and spent nearly your entire quarter’s advertising funds on the pop-up. 

“We wished to … focus all the cash on one factor that had the potential to chop via the noise and develop model consciousness,” Kat says. 

With a lot social media content material shared on-line, it was price it to Heyday to speculate the time, effort, and funds to face out. The model’s TikTok movies associated to the occasion garnered greater than 230,000 views.

4. Lean into what makes you completely different

No different canned meals firm was internet hosting dwell, interactive occasions, so Heyday Canning leaned into the spectacle on-line. The group created movies responding to feedback, and reshared customers’ reactions so extra individuals may be taught concerning the model. 

Importing movies in actual time drew extra foot visitors to the occasion. Merchandise bought out by day two, and the founders needed to rush order extra in a single day.

two rows of heyday canning beans, on top of a pile of beans exchanged at the bean swap.
Objects like this stuffed bean made Heyday’s promotional occasion extra enjoyable and light-hearted, and allowed attendees to create viral movies of their experiences on the pop-up.Heyday Canning

Whereas it might be scary to spend money on an out-there concept, the payoff may be big. Should you can conduct thorough analysis, follow clear targets, and spotlight the areas that make you completely different, your advertising marketing campaign has the potential to succeed in virality, too. 

To find how Kat capitalized on this virality to develop her model much more, and to listen to her recommendation with regards to creating eye-catching packaging, tune in to the total Shopify Masters episode.





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