In the News

Friday, September 11, 2015

The Differentiators

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.

Read the full article here.