Speciality Fire-Resistant Clothing Maker Spends 60% of Its Marketing Budget on Viral Video

A niche company that specializes in fire-resistant clothes for miners and oil-rig workers is spending 60% of this year’s marketing budget on an 8-minute viral video.

From NY Times:

Bulwark FR sells fire-resistant clothing worn by miners, utility workers and oil-rig workers. Pitches for Bulwark FR are typically in the traditional realm of business-to-business advertising like print ads aimed at safety engineers, catalogs and trade shows.

But now, Bulwark FR and its agency, Fitzgerald & Company in Atlanta, part of the Interpublic Group of Companies, are adopting many of the trappings of mainstream marketing in an effort to stand out and make an impression.

Bold move. From the behind-the-scenes video, it looks like viewers are in for a treat. But will the video deliver more efficient reach against Bulwark FR’s prospective customers?

(Via Get the Five.)

  1. # Tac Anderson said: June 6th, 2012 at 1:20 am

    There’s lot of comments to be made about the merits of a B2B business using consumer tactics. I won’t go there in this comment. But I feel very confident in saying that there has never been an 8 minute viral video. They better come out with a 2 minute version.

  2. # Chas said: June 6th, 2012 at 8:36 am

    Tac–Exactly. Most “viral videos” don’t go viral, and an 8-minute one from a brand certainly never has. This is a mighty risky bet to place 60% of your budget on.

  3. # Evolve Media said: June 20th, 2012 at 11:03 am

    Video marketing is definitely on the rise but if you want it to go viral you better do it right. I don’t know if this video was beneficial to them but I hope it was for 60% of the budget.

  4. # Jennifer said: June 22nd, 2012 at 5:30 am

    Another great example of viral videos and how video marketing can greatly benefit your service/business.

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