Blendtec- The $50 Viral Campaign

"Will it blend?" That is the question on everyone's minds...

Recognised as one of the most successful viral marketing campaigns of our time founder, Tom Dickson was fortunate enough to garner six million views on a stiff budget of $50. Showcasing how powerfully advanced his blenders are, this Youtube series has propelled a once minuscule appliance company into a household name. With sales up more than 700% since the launch campaign in 2006, it is evident that the answer to this series title is: Yes, it will Blend!

According to George Wright, Vice President of Marketing at BlendTec, the company suffered from a lack of brand awareness. Looking to transfer from operating in the Business-2-Business sector to Business-2- Consumer, the campaign represented a breakthrough in demographics, generating an incredible media outreach and PR buzz through third-party endorsements.

Aiming to complement the initial breadth of the campaign with new depths, Blendtec sought out influencers to create more relevant support to reach, and build credibility with prospective customers. These individuals were experts and thought leaders in one of the brand's three, different categories: fuel, nurture, and care.

Despite the companies, growth to contain digital, creative, and product marketing teams. One thing I genuinely appreciate with Blendtec is there ability to sustain long-term relationships with there brand ambassadors. Still unable to generate content to the scale of coverage needed , they rely on their brand ambassadors to engage with their audiences on a day to day basis, supporting ongoing relationships with influencers remains a priority.