Recently, a PR case study has just been noticed by my eye on LinkedIn, regarding a viral PR campaign by Kostas Petrou, Founder of Story And Search (A Creative Digital PR Agency like us)! who helps a client to go viral on TikTok with 3 million views and sell almost all of their products out in 9 hours!
Want to know exactly how?
I’ve researched and analyzed how he made this impressive PR campaign using BuzzSumo (The World’s largest Content Marketing Platform; undoubtedly)!
Step 01: Use BuzzSumo’s Content Analyzer
He used BuzzSumo’s Content Analyzer (BuzzSumo’s most well-known and well-loved tools.) to “search keywords” and see what is being spoken about in his client’s space and what people are interested in!
Content Analyzer Using Process below!
Step 02: Create a Google Docs SpreadSheet
He just copied and paste all of the articles, he thought were interesting on BuzzSumo
Step 03: Note under each article; what’s interesting!
Whilst copying and pasting, he noted under each article what he found interesting about these specific articles that he singles out!
Step 04: Summerise those articles
He summarised those articles with notes that he had made in the previous step into core topics!
Step 04.1: Select 15 topics
He selected 15 topics to work with and all these topics have already shown to be great at generating engagement and coverage.
Step 05: Choose the top 3 topics
He chooses the top 3 topics and started ideating around them!
Step 06: ’60 Seconds MindSet Rule’
He did this by choosing 1 topic at a time, setting a timer of 60 seconds, and forcing his mind to come up with as many ideas as possible in those 60 seconds around each of those 3 topics.
Step 07: Ideation
He noticed during this campaign and during this process, the topic of ‘bees and climate change’ came up!
Step 08: Further Research
He did some further research and noticed that National Bee Day was coming up.
Step 09: Understand Emotions (Buyers Persona)
He also noticed that Bees were a trending topic and people seemed to love anything Bee related.
Step 10: Understand BuzzSumo
By using the reaction option on BuzzSumo, he was able to identify that people found Bees really cute, this sparked an idea!
Step 11: Get a Sales Idea
What if we could make ‘Teeny Tiny Bouquets’ (An arrangement of flowers that is usually given as a present) ‘just for Bees and support a Bee charity’ by giving part of the proceedings to that charity?
Step 12: Final Product Design and ‘Introducing BEEQUETS’
Introducing the world’s first collection of miniature bouquets for bees! It’s ‘BEEQUETS’ by ‘TheLastBunch’
Tiny Bouquets named ‘BEEQUETS’ are designed by TheLastBunch.com to attract ‘Bees lovers’ with their coloring and with their cuteness.
Step 13: Results?
They posted the video on TikTok; went VIRAL with 3.1 MILLION views and sold out in 9 hours! and get media coverage in publications like DailyMail, Country Living, The List, and many more!
@.thelastbunch We’re BUZZING that for every Beequet purchases £2 goes to Bees for Development to help future generations of bees ? #TheLastBunch #driedflowers #flowerbouquet #londonflorist #everlastingflowers #bouquet #bouquetinspo #driedflowerbouquet #driedflowershop #driedflowersuk #driedflowerswedding #flowerstoyourdoorstep #floristlondon #floristuk #homedecor #handmade #smallbusiness #savethebees #savethebees?
Sold out in 9 hours 🙂
After getting 1 Million views within 24 hours, let’s see their expression!
“We are working so hard to get your orders to you asap but it might take longer than usual as we really weren’t expecting that video to blow up we really are so grateful to everyone who has ordered with us so far ❤️”
@.thelastbunch 1 million views in 24 hours ??? thank you so much to everyone who has ordered anything from us over the last few days. As you can see we are a small team so we are going to work so hard to get your orders out to you asap but please be patient with us ?? we honestly can’t believe what is happening right now!! Thank you guys ??? #TheLastBunch #driedflowers #flowerbouquet #londonflorist #everlastingflowers #bouquet #bouquetinspo #driedflowerbouquet #driedflowershop #driedflowersuk #driedflowerswedding #flowerstoyourdoorstep #floristlondon #floristuk #homedecor #handmade #smallbusiness
Best wishes for BEEQUETS from team MUSKLY!