10,967 email signups in two-month viral marketing campaign

Viral marketing CASE STUDY
Logo, Branding, Landing page design & copy, video script, email content
10,967 signups

In just two months, this happiness challenge went viral with 10,967 email signups

3,395 viral leads

30.9% of leads came from referrals

3X conversions to of previous best landing pages
 

This campaign became the client’s best converting landing page of all time by 3X (15.2% vs 5%)

#5 in Google

Ranking #5 in Google for “happiness challenge” with no link building

We helped plan, design, write and promote this viral marketing campaign for The Art of Living 21-Day Happiness Challenge to reinvigorate their email list of existing subscribers and volunteers.
 
People loved it and 30% of all 11,000 subscribers came from social sharing!
 
Even after this became their highest converting landing page of all time, we improved it by an additional 11.6% by highlighting social proof (from 19.8% to 22.1% CR).

What We Did

Viral Marketing Strategy & Setup

We chose and configured the viral marketing software including choosing the reward structure, adding coupon codes and testing.

Branding, Landing Page Design & Copywriting

We designed the logo, and came up with the tagline and headline. We helped edit, format the landing page copy and designed the mobile responsive landing page

Spoken Word Poem for Video

A bonus “superpower” of our CEO, Daniel Moss, is he is also a spiritual spoken word artist and conscious rapper. As such, he wrote and recorded a spoken word poem about happiness for the campaign video.

Email Campaign Strategy & Content

We helped write the full 21-day challenge worth of emails, as well as helped with notification and share emails for the viral effect.

Going Viral

We built in numerous campaign elements to help the The Happiness Challenge get as many shares as possible.
 
Viral features included:
– valuable prize for contest winner
– easy signup process 
– contest widget on thank you page and landing page for return visitors (no login required)
– automatic email every time you got someone to join, updating you on your points
– share reminders built into the challenge content
 
All this added up to a 30.9% viral effect (nearly 1/3 leads came from viral shares)

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