Munch Bakery Viral Video

 

Munch Bakery Viral Video


Munch wanted to create a memorable and entertaining YouTube video to reinforce its catchphrase positioning, and it’s only fair to think viral video for a statement that grew virally.
Yet, there is a critical challenge; the positioning statement is in English while the target audience is Saudi and Arabs living in Saudi Arabia, no brand before Munch created English communication only for such an audience before.

The strategy was simple; demonstrate the positive chain-effect of Munch Bakery’s positioning “Thank You Very Munch” and how it turns an awkward moment into a memorable one.
The idea starts with a girl messing up the kitchen while trying to prepare homemade cupcakes and how she comes across munch and thinks to prank call them.

Munch Bakery Viral Video

The video was filmed as a homemade finish, natural lighting, and fixed camera position. The video was uploaded on Munch Bakery YouTube channel, and was promoted to friends and family using a Whatsapp message with the video link.
The video achieved 1 Million views within 4 days from launching date and was featured on YouTube home page as “Most Watched” in Saudi Arabia, then reached 1.7 Million views within 2 weeks, since then the viewership is growing at 7,000 to 10,000 views daily. Munch Bakery YouTube channel subscribers increased from 1,600 to 8,500+ within the period of 6 weeks.