If your brand wants to set a world record, you’ve come to the right place – the Guinness Book of World Records is here to help.
At the recent Chief Strategy Officer Summit in New York City, Samantha Fay, senior vice president, global brand strategy, Guinness World Records, explained how the brand embraced disruption in its space and recast its brand strategy to appeal to new audiences, growing from a single best-selling book to a multi-platform, global IP brand.
Ms. Fay revealed how Guinness helps brands use the power of record-breaking to amplify their messages and create campaigns that are “Officially Amazing.”
In 1951, the managing director of the Guinness Brewery was at a shooting party in the English countryside and wondered which game bird was the fastest flyer, the golden plover or the grouse? Unable to find the answer in his library, it struck him that across England people in pubs must be wondering about many things, so he commissioned a book to contain “the world’s superlative facts.” The first Guinness books were kept behind the bar to answer questions upon dispute, never intended to be a commercial venture. 61 years later, it has become a powerful marketing tool.
Why has the Guinness book survived when so many publishing companies are imperiled? Because management realized they needed to diversify into digital, TV, and live events, from virtual reality to branded events. “All of the businesses we decided to enter are changing dramatically and, with businesses of all stripes looking for something to distinguish themselves, marketing and marketing services must adapt,” said Ms. Fay
The first item of business was to review the Guinness global audience. While they knew how to reach Mums, who buy the book for seven to eleven year-olds, Guinness needed to attract new audiences, young adults, businesses, and agencies looking to engage with consumers in new ways. And, while they set out to pursue diverse audiences, Guinness had one uniting element – the power of breaking records.
“It is simply human nature to desire to be a part of something, and possibly to be the best in the world. We inspire people, anyone, anywhere, any age, any culture or country, anyone can be a record breaker. And, we love to have fun!” – Samantha Fay
Uniting and delighting people in a common cause is the heartstone of the Guinness offering. As everyone instantly wants to share everything today, via Instagram, Twitter, Pinterest, Facebook, and YouTube, etc., everything is disrupted, yet certain aspects of human nature are constant and that has been the key to the success of Guinness World Records.
Guinness sells 2.7 million copies in 16 weeks and 22 languages every year (which represents 70% of the business) by employing a three-fold strategy – to protect, to follow, and to diversify. Basically, they try a bit of everything to stay in business. Protect – to look after that main book, to make sure that it looks good, is on retail shelves, and is well promoted, which is no mean feat in this day and age.
To follow the crowd. As Ms. Fay puts it, “We’ve spent an extraordinary amount of money on apps and ebooks, but never made a cent back. But we wanted to be in the same places as our consumers.”
As to diversification, Guinness has taken the core aspects of its legacy brand – the book – and created new products, such as a book, “Blockbusters,” around it. And Guinness plans to publish more books; this year, for example, it will be a book on animals. Why? Because, as a Mum, Ms. Fay wants her kids – all kids – to read.
Guinness focuses on Mums and kids, but in the middle is the 18-35 year-old, predominantly male audience that has given Guinness huge digital exposure, including 11 million Facebook fans (when two years ago it was 1.4 million). It’s all organic growth, due to people like the guy in London, who posts daily and Tweets five times a day. The company is not making money here yet, but they’re opening an entry into a new and interesting world.
TV has been a massive challenge for Guinness World Records. Brits may remember Record Breakers, which twenty-five years ago was the most successful program on children’s TV. They’re the #1 show in China, and are enjoying new successes in the UK with a BBC show called Officially Amazing. With a strong belief that family TV viewing is important, Guinness plans to remain invested in this challenging area with content that appeals to the entire family.
“Our experience with the BBC involved us in live events, which led to the creation of the Guinness Live division, which produces events at shopping malls, exhibitions, and summits where we produce record-breaking events, such as the fastest time to put together Mr. Potato Head or the fastest time to dress Barbie,” said Ms. Fay. “It may sound frivolous but it takes the facts out of the book and gives kids something to engage with and try their hand at being the best in the world at something.”
So what can Guinness do for businesses, brands, governments, non-profits, and charities to help them spread their messages and stand out from the crowd? The company has worked with 48 of the leading 100 global brands to break records. Collaborating brands benefit from enhanced consumer engagement, positive media coverage, social sharing, and spikes in web traffic. But what really matters is that Guinness impacts sponsor’s bottom lines; engaging customers in record-breaking efforts produces uplifts in sales.
Before we depart, let’s have some fun with a few recent Guinness World Record events. Last year Jaguar, in planning its 80th anniversary and the launch of its first SUV, the F-Pace, requested help with an attempt to set the world record for the largest single loop ever driven in a car. Inspired by Hot Wheels loops, the record-setting event generated major media and social coverage – 750 broadcast stories, 75 million readers, 950 million YouTube views – exceeding all Jaguar’s goals.
Last May, for the South Korean launch of LG electronics’ vibration-free washing machine, Guinness orchestrated a stunt with world-renowned cardstacker Bryan Berg who built a record-breaking house of cards on a running washing machine. So successful was the effort that it has been rolled out globally.
It all goes to show what some creativity and an amplifying platform can do for a brand. Just imagine if the Old Farmer’s Almanac got into the event business.
Cover image: Alex Wong
