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🚀 This Week’s Growth Hack: What Happened to Grimace?

If you are a 90s baby like me, you will remember all of the McDonald’s characters or “mascots” as the company likes to call them. From their main mascot Ronald McDonald to Birdie, The Hamburglar, Mayor McCheese, and my favorite, the Fry Kids, these were a major part of my childhood:

Well, McDonald's recently launched a marketing campaign bringing back another one of it’s iconic mascots for the first time in decades, Grimace! Introduce in 1971, the purple blob was originally named “Evil Grimace” because he would steal milkshakes away from customers….

The campaign, which was centered around a new purple Grimace-themed shake to honor his birthday, was a huge success, generating billions of views on Tik Tok. Yea, you read that right, #grimace and similar hashtags have amassed more than 5 billion views on Tik Tok. How you ask?

Whether it was planted by a marketing team or not, big influencers started creating videos showing themselves jokingly fainting or even dying after trying the shake… More influencers caught on, and boom! Viral hit.

Here are the 3 things you need to recreate their viral success (with my signature examples of course) for your brand this week:

1. Tap into nostalgia.

One of the reasons the Grimace campaign was so successful is that it tapped into nostalgia. Grimace has been around for over 50 years, and he's a beloved character for many people who grew up with McDonald's. The campaign reminded people of their childhood, and it made them feel good to see Grimace again.

How can you execute the same strategy? Say you are a SaaS platform primarily selling your software to the US market, maybe you try a revamped homepage with 90s graphic themes for a month to spice it up?

2. Partner with influencers.

Another key to the success of the Grimace campaign was its partnership with influencers. McDonald's worked with a number of popular TikTokers to create videos about the shake. These videos helped to spread the word about the campaign and generate excitement among young people.

How can you execute the same strategy? Sticking with that example from above… Get some twitter influencers in your niche to tweet out “anyone seen x company’s home page lately? It’s giving me strong 90s vibes! (inserts screenshot)”

3. Create a “puple cow” product/event.

Of course, no viral marketing campaign can be successful without a purple cow. What do I mean? In Seth Godin’s book called Purple Cow, he explains the importance of REALLY standing out!

Most people aren’t used to seeing a purple shake (outside of LA people who love their Hailey Bieber smoothie) so the moment you share a purple drink in a Tik Tok or Instagram, people stop…

The Grimace shake was not only stand out in color but surprisingly delicious, leading to serious intrigue and millions of people wanting to try it to see what it’s all about. The fact that it was limited-edition also helped to create a sense of urgency and excitement!

Summary

McDonald's Grimace marketing campaign was a success because it tapped into nostalgia, (we think) they partnered with influencers, and created a “purple cow” viral sensation.

How can you create a purple cow viral sensation in your niche?

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