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Molly the cow - Viral marketing

posted Feb 26, 2011, 1:06 AM by Francois Tricot   [ updated Feb 27, 2011, 9:39 PM ]
The World Society for the Protection of Animals is the world’s largest alliance of humane societies and animal protection organisations, representing over 1000 member societies in more than 150 countries.

They decided to launch a viral marketing campaign on Dairy Cows industry. Fighting against mega-industrial dairies and promoting smaller  farms.

Knowing that humor was instantly shareable, they teamed up with Adam Miller, the mind behind Mongrels, a BBC3 puppet show for adults. They built Molly, and helped put together the video crew and the song (written by Banks and Wag). “Really they all turned up for free,” Katharine Mansell said.

The video, "Our love is in your cornflakes - Not in my Cuppa", has been created for free by a really dedicated group of people who all really care about keeping cows out of mega dairies.
Their slogan :
Say “not in my cuppa” to factory milk from battery cows

They make use of all major social media platforms :
  • Facebook
  • Twitter
  • Youtube
  • Flickr
On Mashable web site, you will find a very interesting article about viral marketing explaining the case.


tag:marketing, tag:featured