With Father’s Day approaching, it is only appropriate to bring up the new “Dad Casting – World’s Toughest Job” video that was published on YouTube June 2nd. It is the sequel to this year’s Mother’s Day video, “World’s Toughest Job”, that went viral across the Internet.

To recap, American Greetings Cardstore and marketing communications agency Mullen made an uplifting video ad for Mother’s Day that offered a fake job. They posted it online, printed it in newspapers, and then held real interviews with a dozen unsuspecting people looking to take the position of Director of Operations. What made this job so interesting? Unlimited hours, no breaks, no time off, and no pay were just a few of the crazy requirements for the job. By the end of the video, the interviewees realize the job they are applying for is what many people feel is the most important job – being a Mom. In the last few seconds of the video, it reaches out to the audience saying, “This Mother’s Day, you might want to make her a card.”

The “World’s Toughest Job” video was uploaded on Cardstore.com’s YouTube page and has over 20 million views. The hashtag #worldstoughestjob helped engage users on Twitter by encouraging them to tweet something about their Moms using the hashtag.

It also had numerous re-posts on Facebook with an impressive number of comments and likes. American Greetings was pleased with the increase in traffic to its website. Which is probably why they decided to make a sequel to the video: World’s toughest job, Dad edition.

In the new video, they invited actors to audition for the role of “Dad”. The actors don’t have full scripts and realize that what fathers have to deal with on a daily basis could not possibly be scripted. As the actors try their hardest to improvise with believable lines, the director asks them to react how their own father would deal with these situations. Almost instantaneously, you see the actors transform and take the role of their own Dad.

Being a Dad is full of unscripted moments. That is why it was so hard for these men to act out real life examples of what fathers deal with on a daily basis. The video concludes the same way as the first video by saying, “This Father’s Day, you might want to make him a card.” It also once again, adds the hashtag #worldstoughestjob.

The whole point of the campaign is not just to increase sales on its website, but to encourage consumers to join the conversation by telling the world why their dads deserve to be celebrated. This new campaign engages customers, leaves people with a feeling of gratitude, and helps increase traffic to its website. Overall, this digital campaign helps reach and connect with a wide range of consumers, while also effectively using social media.

So how, as a small business owner, can your brand become a viral sensation?

3 Steps To Successfully Make a Campaign Go Viral

  1. Find a topic that reaches a wide range of people
  2. Make it fun and heartwarming
  3. Engage the audience and get them to join the conversation

Have a happy Father’s Day! What do you think of the video above? Did it live up to the original? Feel free to leave any of your questions or opinions in the comments.

About the Author: Laura Gonson is the Marketing Intern for Webs and Pagemodo. She loves social media, Italy, and her dog Coco.


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