Michael Weinstein: The Case for a Brand Going Insanely Viral

Brooke Whistance
4 min readAug 19, 2020


Photo by energepic.com from Pexels

Accidental or planned, the principle of “going viral” entails a set of techniques in order to convey a specific message exponentially through word of mouth from users. To get the user to spread the message, it must be attractive enough to achieve expansion. And this means that the content must be provocative, surprising and offer some benefit to the user.

It is not surprising that viral campaigns are gaining momentum and actions appear in many marketing plans of most brands. The benefits are many and interesting and the techniques varied and original. As benefits, note that the cost does not have to be very high. Of course, you must be very creative and fast. Another benefit is that it can be spread in many ways and it can be segmented and reached a much more segmented audience than with other actions.

These are just a few highlights of what it means to go viral with your brand and what does it take. This article brings the story of “Shittens,” a brand launched by Michael Weinstein. Shittens is a brand offering a simple solution. Shittens are disposable, mitten-shaped, moist wipes. These are ideal for handling pets, caring for babies, the elderly, or yourself.

The product has enabled the most daunting task; the handling of waste to be effortlessly simple. Shittens has followed a trajectory of mega success in recent years. The brand is a sensation on the internet, lauded and applauded and loved even by Hollywood.

The co-founder and partner of Shittens is an entrepreneur, direct-response television (DRTV) marketer, professional musician, and martial artist. The “viral” factor about Shittens is evident to its global success, having been featured on some of the prestigious media platforms like Yahoo News, USA Today, Unilad, BuzzFeed, The Howard Stern Show, and even National Geographic.

So, what is it about brands that allow them to go viral?

The sub-discipline that focuses on making a brand go viral is known as viral marketing.

Generally, two types of marketing are recognized: planned and “lucky” or accidental.

Companies that go viral the most in a positive way include Burger King, Wendy’s, and Shittens.

Thanks to the internet, a brand can achieve goals that were not easily achievable before. With interactive experiences, they can develop ads that are better to digest and taste better in your mouth. Likewise, connections with the audience can be developed that are more solid and reliable than those enabled by TV or print formats. But one of the most outstanding advantages is the possibility of reaching virality with a post.

This virality is a phenomenon that has been very well studied in recent years. According to It Chimes, it enables any brand to achieve exceptional growth rates without facing high advertising costs. On the other hand, Cyberclick points out that, contrary to other digital content, it is not usually an invasive proposition for consumers. At the same time, iMPACT notes that it can even move a business into the mainstream news cycle.

However, despite being a well-studied phenomenon, the key to virality still eludes the vast majority of companies. Agents like the Digital Marketing Institute and Neil Patel recognize that there are common factors in all cases of a publication or idea that goes viral. In general, a brand must be very lucky to make its attempts successful. Additionally, Weinstein, from his own experience points out five important factors behind viral brands.

Bet on giving, not selling

All people love free content and products. In this sense, if a brand wants one of its publications to go viral, it is good to link it to some reward dynamic. It can be handled as a random raffle, or some test of skill, speed or knowledge to make the activity much more fun or competitive. With Call-To-Action calling for sharing and republishing, your odds can be multiplied further.

The brand must present new things that make sense

The public is always bombarded with content and commercial proposals. Many of them follow very well-established standards and clichés. Although they work, no business can jump to prominence when it employs them. To gain virality, it is crucial to bet on launches and proposals that convey a sense of novelty and innovation. But they also resonate with your interests and meet your most crucial needs.

Focus on the right time and way

There are two specific elements that a brand can take advantage of to gain virality. The most important is the trend: identifying what is popular, what is new and interesting, and what is gaining interest from consumers. However, it is not enough to simply jump on the train and pull out any recycled ideas. It is crucial that how it is approached is the most appropriate. Not only to the cultural context of the company but also to that of the audience itself.

Have a direct conversation between the brand and consumers

The audience feels recognized and special when companies recognize their efforts on social media or any other similar public channel. This not only makes them more open to sharing this experience with other consumers. It also makes other people more willing to consume and re-share this content. A simple answer at the moment and to the right person can quickly turn into a profitable investment.

Choose a match

Unfortunately, the world is more divided than ever. In this sense, people create very strong ties with those groups with whom they identify. Likewise, they tend to generate a strong antagonism against those organizations that do not support their values. But worse still, a brand that remains gray often generates almost unanimous contempt. So, in any case, it will always be better for a company to take a side and defend it.