How a product demo can go viral
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When Nathan Rawlins became chief marketing officer at diagram software maker Lucidchart in March 2017, no one said to himperhaps unsurprisingly”Hey, go create a viral campaign that will generate over 80 million views.”
In fact, his charge was to build a demand generation engine through website optimization, marketing automation and carefully tracked media spending. Having done those things, Rawlins also took a gamble on an idea that bubbled up from his engineering a team and wound up pushing Lucidchart into, ahem, uncharted territory.
The lessons for other marketers are clear. First, if you can use your product to demonstrate its usefulness, prioritize that. Second, while you’re creating your demos, focus on the story instead of the product; people will like your product that much more. Third, a little humor goes a long way, especially if it is rooted in popular culture. And finally, even very funny videos need a jumpstart, so don’t forget to budget for media support.
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