EP48: Dissecting the Creative Process Behind the Most Viral Ads of the Decade w/ Dan Harmon

Ever wondered what the secret to viral marketing is? What made ads like the Squatty Potty and PooPourri ones so popular, and how did they create multi-million dollar products? Well in this case, it was the Harmon Brothers. Today’s episode was recorded from the DigitalMarketer Unplugged stage at Traffic & Conversion Summit 2019. Garrett interviews Dan Harmon, Chief Creative Officer at Harmon Brothers, and has him explain the step-by-step process of creating viral ads. IN THIS EPISODE YOU’LL LEARN: 5 books that shaped how Dan tells stories in his ads and makes them go viral The 3 components of every viral video ad—relevance, relatability, and emotion How Dan decides what products his agency will work with and his onboarding process to start the creative development of the ad The critical steps of video advertising—casting, hiring a great producer and director, shooting in multiple formats for all social platforms, and making sure your contingency budget is more than you think you’ll need How to make an ad go viral with a $500–1,000 budget Why editing is the most important part of a viral video ad and Dan’s standard editing process

LINKS AND RESOURCES MENTIONED IN THIS EPISODE: How To Get Ideas by Jack Foster Hey Whipple, Squeeze This by Luke Sullivan Building a Storybrand by Donald Miller Creativity Inc. by Amy Wallace and Edwin Catmull The User Method by Jeff Schwarting Squatty Potty | This Unicorn Changed the Way I Poop Harmon Brothers Dan on LinkedIn Thanks so much for joining us this week. Want to subscribe to The DigitalMarketer Podcast? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review! iTunes not your thing? Find us on Spotify, Stitcher, TuneIn, or at DigitalMarketer.com. Mentioned in this episode: [Free Download] DigitalMarketer's Canva Holiday Promo Pack Grab These 195 Ready-To-Use Canva Templates For 5 Upcoming Holiday Promotions! Holiday Promo Pack