Viral content – the holy grail of web curios – is a digital communicator’s dream. So, you can imagine the resounding Rule 5 glee when a puppy cake picture we shared on our client’s Facebook page hit the sharing sweet-spot this week.
With a collective 48,525 shares and a staggering 147,194 likes (and counting) – this innocent sleeping Dalmatian pup added an overwhelming 3,000+ fans to the Renshaw Baking Facebook page over the course of the May bank holiday.
As a part of the wider communications strategy for the brand, one of the key objectives of R5’s social media programme is to encourage the Renshaw social community to share with us their cake decorating projects and photos.
As you’d expect, the user generated content we typically share generates higher levels of engagement than straight, brand-owned content – ‘Dimples’ the Dalmatian however, set a new record for what gets our fans talking.
A quick peep at the brand’s Facebook insights shows that sharing the picture made a significant impact on the page with the total reach rocketing up over 11,000% on the previous week’s communications. Added to that was an increase of almost 60,000% in the number of people talking about the page and a 50% rise in the number of friends of fans the page now has links to.
Timed well to hit the mood of the nation ready to pack their desks up for the long weekend, the domino effect of this shareable pup (lemon flavoured and covered with Renshaw Ready to Roll Icing) also inundated cake-decorator Trish Clarke with orders for bespoke doggie cakes.
Proof is in the pudding (sorry!) that when it comes to the internet – animals and food really are the key ingredients to viral success.