EE 75 - Idea Lab #11 - Marketing Masterclass with Burger King & Molly Mae (yes, seriously)
Whopper X Fifa
Today on the pod, we looked at 2 wildly successful marketing campaigns run by two very different brands but with similar characteristics. Both had a small initial spend and delivered outsized results.
Burger King created a viral storm not once but twice by sponsoring UK football League 2 team, Stevenage Town. It cost them a mere £50k but that was just the beginning.
By sponsoring the team, Burger King knew they would appear in Fifa 20. They created a social campaign where you could win free food and prizes by posting images and video of you playing Fifa with Stevenage. Cue a monster viral smash hit.
It went viral again last week, so the King is getting another bump in profits from their initial £50k outlay.
Marketing with Molly Mae 🤯
To celebrate reaching 1 million YouTube subscribers, Molly Mae Hague launched her own Instagram giveaway. All pretty run of the mill stuff. Giveaways have been the hot thing to do since Covid hit.
However, the genius in this campaign is the viral loops (see below) she built into the campaign. She recognized that she could leverage the power of her existing follower base on Instagram to promote her other social profiles for her new makeup brand and her YouTube channel.
By spreading her followers across multiple social media networks, she is deleveraging platform risk and creating loops between her accounts. Pretty damn clever.
To enter you had to follow all her accounts, and the more times you tagged people, the more entries you received.
At the time of writing, Molly Mae’s giveaway post had received 1,190,076 likes and 2,932,315 comments. 🤯🤯
For a spend of just £8k, that’s one of the biggest return on investment marketing campaigns I’ve seen in 2020.
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My Week
Listening
The Rock Spotify gym playlist. I am convinced Spotify is going to become one of the biggest media brands in the next few years. Partnerships like this are going to fuel massive customer growth. It’s a solid gym playlist too!
Watching
Inside Missguided on 4OD. Channel 4 recently did a documentary/reality TV show following the fast-fashion brand. It’s clearly very well edited and careful not to show anything too controversial but it’s an interesting look behind the scenes at a fashion brand in the UK.
Reading
Amp it up. The LinkedIn article by the CEO of Snowflake, the company which now holds the title as the largest software IPO in history. They raised $3.4 billion and the company is now valued at $33 billion.
Sounds like a pretty intense guy but some gems in the piece. Worth reading.
Quote of the Week
“A man is a success if he gets up in the morning and goes to bed at night and in between, he does what he wants to do.”
— Bob Dylan