‘Horizontal Integration Specialist’ needed by Koala Mattress

I am sure that most of us have been spammed on Facebook, Instagram and YouTube, with videos of a mattress that can hold a glass of wine while being jumped on without spilling.

Behind this video is the Australian brand Koala, that produces and distributes ‘zero disturbance’ mattresses, and that has recently included sofas, bed frames, pillows and bedsheets in its range of products.

This company is famous for reaching a $13 million revenue in 12 months, responsible for an innovative product, with an outstanding offer, a good message and even a support for a cause: saving Koalas!

There’s one word to describe the messages, marketing strategy and overall concept of the business: Creativity.  Their viral campaign with the wine glass got them in the top of mind of online shoppers. It got people talking about the brand, buying their mattresses and even creating their own versions of this experiment and sharing it in their social media.  

Now, looking through their Facebook page I have found a very appealing offer, that reminded me of the ‘Best Job in the World’ campaign.

They have chosen an interesting platform to promote their ‘job’ offer: AirTasker, along with a friendly and formal-wanna-be way of communicating.  Koala is finding the best sleeper in Australia to test their bedroom suite for 9 months, and receive $1000 as a reward for their ‘sleep study’. Oh please, where do I sign?

The offer sounds very appealing, no wonder why it is the most commented, liked and shared post on their feed lately, also featured in their Instagram account and in the national news.

It was uploaded 3 days ago, and the long thread of messages of applicants is seriously intimidating. I honestly think this will be their new viral marketing campaign, disguised in the perfect product study. If only…

Online Retail Stores, here’s what we can learn from Koala, and their viral marketing campaigns:

• Start with an idea that surprises your customers, that solves an issue for them or that they feel related to.
• Encourage engagement with user generated content and sharing. It must be interesting enough for people to want to share it.
• The product or service promoted must be a worthy offer that is true to the advertising. People will leave reviews, and they spread fast.
• Create content that helps your customer connect and learn more about your product and brand. Remember: they can’t ‘touch and feel’ before they buy, but they need to be confident that they know what to expect. Eg: How-To videos.
• Spread the message across all channels, it must be easily adaptable. And remember, the number of followers or likes in Social Media doesn’t determine your success.

This is my first post!

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