Creative Strategy
How I got 1 million views on a $200 budget.
Charged with creating a viral video to sell our new home snack box, I wrote a series of parody music video scripts based on popular trends and buzzwords in the health food industry.
I identified gluten-free diets as a highly relevant subject with an engaged audience. We filmed a test with a shoe string budget, set to Tom Petty’s “Free-Fallin.” I recorded the music track and shot the video with a couple of co-workers, trying to match the framing and setting to the original video.
Using Facebook targeting and share messaging like “Tag a friend who is gluten-free,” the video went viral, collecting over 1 million views and driving down our advertising cost per click. I’m most proud of the countless comments we got from gluten sensitive people that got a laugh and said they were uplifted by the message.
Gluten Free Fallin’ was one of our most successful marketing videos to date.
Telling the Customer Story
We set out to create a series of customer story videos (customer testimonials) that would inspire potential customers.
Remote Video Production
Due to covid-19 we were unable to travel to continue to build our customer testimonial series. We developed a video kit that the customer could set up and connect with a laptop, in order for us to “direct” them over zoom. The results were effective and most viewers wouldn’t be able to tell that we did it without a on-set video crew!
Telehealth Focus
The covid-19 pandemic forced our customers to transition to Telehealth fast, and they needed more resources to learn how to use the new medium. We connected with experienced Telehealth practitioners and put together helpful videos. As a result, we had thousands of views and many thankful comments!
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