This is GENIUS marketing 🤯

@roiinmarketing_

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Promoted product

Selleys

Discover the full range of Selleys products for all your DIY needs. From adhesives to sealants and fillers, Selleys has you covered. Visit us today!

Why it worked

The video breaks down a high-engagement, real-world stunt that serves as a tangible, visual proof of the product's core value proposition, making the marketing lesson highly memorable.

Summary

The creator analyzes a viral marketing campaign by the Australian glue brand Selleys, which involved gluing heavy objects to a billboard to demonstrate the product's strength. The video highlights how the campaign successfully combined product demonstration with public engagement to generate massive brand awareness.

Structure

1Introduction to the viral billboard stunt
2Description of the objects glued to the billboard
3Explanation of the 'If you can take it, it's yours' challenge
4Discussion of the viral reach and engagement metrics

Original caption

A glue brand stuck a kayak to a billboard and said take it 🛶 and this is why it is a masterclass in marketing. What do you think? #marketing #advertising #branding #viralmarketing

More from @roiinmarketing_

Product placement

(a) Selleys: The brand's glue product is shown being used to attach various objects to a billboard; the creator explains how the product works and why the campaign is effective. Removing this would remove the entire subject of the video. (b) Roi in Marketing: The creator's handle and channel name appear as the source of the content. Removing this would only remove attribution.

Call to action

What do you think of this marketing campaign? Make sure to follow Roi in Marketing for more marketing breakdowns.

On-screen text

This is GENIUS marketing 🤯 IF YOU CAN TAKE IT IT'S YOURS BRAND CITY I HAVE OVER BRANDS FROM SELLEYS AUSTRALIA'S BIGGEST KAYAK ARCADE 2.5M FISH BILLBOARD SYDNEY IF YOU CAN TAKE IT IT'S YOURS IF IT'S SELLEYS IT WORKS BILLBOARD LINING NO ONE ACTUALLY PHOTOS VIDEOS INSANELY VIRAL 47 MILLION VIEWS BRILLIANTLY ONLY TEST THEMSELVES INSANE BRAND TRUST

Transcript

A glue brand literally told a city to rob its own billboard. I have run ads for over 400 brands, and this is one that anybody can learn from. One of Australia's biggest glue brands glued a kayak and arcade machine and a 2.5 meter fish to a billboard in Sydney. And it had one line on it: If you can take it, it's yours. Then people were rushing up to the billboard, lining up and giving it a go, but no one could actually do it. People were taking photos and videos and the whole thing went insanely viral. And one of the videos racked up over 47 million views. What they did brilliantly was they not only told people that their product worked, they actually put it in a scenario where people could test it themselves. This is not only insane brand awareness, but it also builds trust. What do you think of this marketing campaign? Make sure to follow Roi in Marketing for more marketing breakdowns.