The Great (Concrete) Pumpkin
THE POWER OF ONE PROJECT
After entering three projects into the QUIKRETE One Bag Wonder Contest – a promotional social media contest I helped orchestrate and execute – one blogger team (Steph & Vicki of Mother Daughter Projects) had gained confidence in working with concrete and were inspired to try their hand at another project; they had previously come to training classes I had helped to host, through Haven Conference and had interacted with the brand, socially.
This new project was simple enough, in design: casting a concrete pumpkin, using the plastic jack-o-lantern candy forms from the dollar store. They posted it to their Instagram, which, at the time, boasted less than 500 followers. However, they tagged their favorite concrete mix brand – QUIKRETE. After seeing the video, I re-shared to Facebook (and the brand’s other social channels), and the video quickly went viral….
BEYOND THE MEASUREMENTS
The original video was quick and easy to follow; the whole thing could be watched in less than a minute, and from that, viewers could assess exactly what they needed for the project. It carried a clear message and was told from a unique perspective – one that played to the DIY/maker sub-culture and tied in tertiary interests, like autism awareness and the concept of teal to promote food allergies. The influencer duo that created the original video spoke from their own experience, using rough cut iPhone video to yield greater authenticity.