Relatable and Humorous Video Marketing
- Ash Wilks
- Aug 11
- 2 min read
How Wallbreaker’s “Too Many Hats” Video Marketing Campaign Went Viral
Video. Is. Everywhere.
From TV adverts to social media campaigns, we’re bombarded with video content on a daily basis. Anyone can record a video, but it takes expertise, creativity, and a LOT of market research to create content that actually resonates with your target audience and encourages them to take further action.
Wallbreaker’s recent “Too Many Hats” campaign is a testament to the importance of thorough market research, emotional appeal, and relatability. Our target audience for this campaign was marketing managers - a demographic we’ve engaged with repeatedly in the past. By conducting in-depth market research, we identified their most pressing pain points: hectic workloads, high-stress levels, and the need to juggle numerous tasks simultaneously.
With our research phase over, we gathered the entire team together to discuss concepts and ideas. We wanted to address these challenges in a relatable and humorous way, and our research revealed that LinkedIn would be the most appropriate platform to use to target this group. Once a storyboard had been drawn up, the real fun began. Anyone who knows me will know I’m not one to shy away from a challenge. Especially one that involves arts and crafts. I got to work gluing together an impressive tower of hats for our actor to wear - the perfect visual metaphor for a marketing manager’s role. It raised a few eyebrows on the way to the office, but the painstaking gluing and sticking paid off!
The video went viral organically, garnering over a million impressions, with 26% of viewers holding the job title of our target audience. The campaign achieved over 9,270 reactions, 645 comments, and 1,074 reposts without any paid support. By connecting with our audience on an emotional level, we had created content that was both memorable and actionable. Once we’d assessed our organic reach, we initiated a paid LinkedIn ad campaign that resulted in eight warm. sales calls and two new clients, both of whom have signed up for our subscription service at £4k per month.
Anyone can whip out a camera, turn on some lights, and record a video, but this campaign underscores the importance of market research in creating video content that truly resonates. These are the results we aim for - both for our company and our clients.
If you’re looking for video content that connects with your clients, and you’d like to work with a company that has a 10-year proven track record of viral video success, drop me a message on LinkedIn. If the project involves arts and crafts, even better!
Photography: Wallbreaker
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