QSR MAGAZINE SEPTEMBER ISSUE 2015 — The Differentiators — by Sam Oches
Don’t Take Yourself Too Seriously
There’s no science to the viral video. Companies are lucky to get hundreds of thousands of views for their ad spots on YouTube; in rare cases, big quick-service brands like McDonalds and Wendy’s have touched seven figures. But that’s typically a level enjoyed only by the national chains, companies with ad agencies and millions in their marketing budgets.
Earlier this year, Dog Haus partnered with Millennial-forward news site Buzzfeed on video showcasing creative sausage recipes. The video, starring Dog Haus culinary director Michael Brown and head sausage maker Adam Gertler, has racked up more than 2 million YouTube views since its March (2015) premiere.
The Buzzfeed video was part of a broader strategy from the “craft-casual” chain, one in which Dog Haus forgoes traditional radio and TV spots in favor of social media marketing and online videos that communicate the brand’s fun, irreverent personality.