Coming up with the idea for a viral video is a bit like striking gold, and authenticity was thought to be a prerequisite by the creators of a campaign for Quaker Oats Canada.
The brand produced a video called “The Recital,” which centered on a dad who agreed to take hip-hop dancing lessons with his daughter leading up to an on-stage performance after they were found to share a wish to spend more time together.
It’s garnered about 10 million views on YouTube and 2 million views on Facebook, facilitated on the paid media side by Virool.
While the millions of views are clearly a strong measure of success, “it’s all about dialogue and engagement, and people really seem to be resonating with the message that we’re driving,” says Lindsay Ho, a marketing manager at Quaker Canada, in an interview with Beet.TV.
Designed to appeal to moms, the core brand idea is “goodness starts today,” which is reflected in the campaign by the fact that the man and his daughter had to start their dance lessons on the very same day they learned of the opportunity.
Quaker worked with Studio M, a Toronto-based video production company, to identify a family with a unique idea about something they wanted to do together.
While the campaign was first seeded among Canadian newspapers, the earned media impressions really started to scale when the video got picked up by Today.com.