California tech company Serena Software recently launched a campaign on Facebook. Their goal was to target sales and IT professionals about their new business “mashup” composer, which simplifies the process of combining data and visual elements from multiple sources.
To get the viral campaign started they created a video about their product. Instead of getting into a lot of boring technical stuff they brilliantly took their message in a different direction . . . they had fun with it.
The video called “Just @#$% It” spins off the popular TV show “The Office” showing a variety of employees having conversations about the product. When they refer to the product using “mash” and “mashup” the words are beeped out. A comical storyline is created full of interesting engagements among the office team.
Within a month the video received more than one million views and experienced a click through rate of .72% (more than 14 times the industry average).
This proves that Facebook can be a viable marketing tool if you have a little imagination and create a viral experience.
Not sure how to get started? First, watch the video and then give Catalyst a call. We have a lot of ideas to get you @#$% started.
Steve Burlison
Catalyst Advertising
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