Social Marketing: Frause Style

Life will always have many unanswered questions. Where is the ChapStick? Why did Charlie bite my finger? What is the evolution of dance? And it’s questions like these that help lead us closer to modern-day communications Holy Grail: getting a video to go viral.

The truth is no one can make a video viral - that is up to the public. What you can do is take a lesson from these videos and include their basic elements to increase viewership. Recently, Puget Sound Starts Here solicited Frause’s expertise in social marketing; the use of marketing techniques used to bring about social change as opposed to a physical product. They needed a new way to teach residents about the negative effects pet waste has on the Puget Sound, particularly dog poop left by owners. What was our recommended fix? A comprehensive and interactive social media campaign centered around a dog poop rap video. Seriously. Check out Scooppoop.org and just try not to sing along!

We worked with video production company Seedwell to create a spoof video that has already taken on a life of its own—since launching last week, it has already garnered over 15,000 hits.



Here at Frause, when it comes to social marketing, we know that telling someone what to do won’t necessarily get them to do it. With the scoop poop campaign, we simply take a fun approach to change people’s awareness and behavior. My prediction is that in the weeks and months ahead, it will be an enormous success.

Just remember: the next time your dog drops a deuce, do the dog doogity and scoop it up!

-Emily Nauseda