Viral marketing. Many marketers dream of it. Few are able to actually execute and create it. On this episode, we talk to a marketer who has helped create many viral video ads.
Benton Crane is the CEO of Harmon Brothers, the company behind the viral videos for companies like Squatty Potty, Purple Mattresses, and Poo-Pourri. The videos they have created have cumulatively generated more than a billion views.
In this interview, Benton shares his journey from a self-described “data geek” working at the US Census Bureau to creating some of the most creative and successful viral video advertising of all time.
He explains the formula used to craft narratives at Harmon Brothers, how they use data and analytics in conjunction with great storytelling, and what many marketers get wrong about A/B testing.
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