The Biden Campaign just showed marketers the path forward in a world where the ROI on performance meeting is dropping.
This video cost $0 to make and has been viewed over 40,000,000 times in less than 48 hours.
Its brilliance is using the exact words of one of their biggest detractors, Marjorie Taylor Greene, to promote Joe Biden’s agenda. Everything she said was meant as a criticism, but with some new clips and music, it looks like a ringing endorsement.
Why does it work?
It flips the script. MTG saying nice things about Joe Biden? I’m definitely going to watch this!
It fits his campaign narrative perfectly. And showing that the opposition is against these things is perfect.
It’s the perfect sharable video because you don’t expect it at all.
How does this help marketers navigate a changing landscape?
You don’t need to spend a lot to have a major impact. Every successful business has a hook no one else has. Use it to your advantage when the time is right.
Create content your audience wants to see, don’t force feed them anything.
Show your personality. People want to follow brands they love and respect. Treat your audience the same way.
You might not get 40,000,000 views and countless press hits off your content, but you have a good chance at finding your own version of success.