breensmith created this song and web video for Kabbage — a company that lends money to small business owners to help them chase their dreams. The song is a remake of "Keep on the Sunny Side," written in 1899 and made famous by The Carter Family in the late 1920s. With a less than 50K budget, the challenge was to create a truly shareable piece of content that celebrates the entrepreneurial spirit and that "aha" moment when business owners realize they can make it on their own. We tapped into the genuine disdain for corporate life, and created a rallying cry for not only those who've made their way out, but also those who hope to soon.
PR coverage of the video played an integral role, as it was featured in ADWEEK and Huffington Post, as well as becoming one of the top videos on World News and various other popular sites. To date, the video is averaging 20K views per day with no paid media support.
"Keep on the Corporate Side" deserves your consideration because it was a smart choice for our client Kabbage. In a product category with low interest, we created a place for Kabbage in a larger conversation. By using this rallying cry, we were able to celebrate those who proudly shed their corporate clown suits, and inspire those with dreams of doing the same. Thousands of posts were made in support of the video, as it clearly struck a nerve. By uncovering this universal truth about the corporate world, we've connected Kabbage not only to their current consumers, but also to the general public. With absolutely zero paid media, the video is grabbing 20,000 views per day, and has been featured in numerous publications including ADWEEK, Huffington Post, and World News. All of this was done with a total client investment of under $50,000.
