Why do daggy things go viral?

Sure having beautiful marketing assets like photos and graphic design is ideal right? You want your products or services to look professional and aspirational and you want people to be attracted to your brand. Why is it then, that even within the commercial world where people are spending ka-jillions to make shmicko assets, people sometimes fall in love with something daggy and random about your business?


CUE CHARLENE. SHE WORKS AT WALMART.




Charlene went viral for standing next to stuff in the shop she works in. How is that interesting? Charlene doesn’t even smile and the photos are ridiculous and poor quality.


It’s that small town, every day dry humour that strikes a chord. Many of us know or even love a person just like Charlene.


Comments section.

“She is an adorable mix of granny and grumpy cat...Love her!”

“Love Charlene! I smile every time I see one of these pics”


I THINK THERE IS A FEW REASONS PEOPLE LIKE THIS STORY.

  • It’s a pretty SIMPLE story, she’s an older lady working at a department store with a bit of an out-there sense of humour.

  • It’s a RELATABLE story, you could go find a “Charlene” at most cities or towns in the world.

  • It RAISES QUESTIONS as a story. You get the slight sense that Charlene is taking the micky out of the very everyday nature of work.

  • It’s a VISUAL story. Visual stories are super easy for us to consume.

It’s a WARM story. The company has allowed this creativity in their stores employee and that feels humanising (of course they did with that kind of engagement) Do you think there is a way that some of your small business marketing could capture some of the warmth of this small town supermarket?