It's not a bug, it's a Feature: The "Meow" That Redefined Our Brand

Over time, we have realised one thing, marketing is a very open-world game.

Every day, you need to choose your way forward:

Path 1: The Easy Road. You play it safe. You use traditional marketing strategies (e.g. paid ads, SEO, influencers, email marketing). You stick to what’s worked for you before, grinding the same marketing channels over and over.

Or,

Path 2: Tall Grass. Here, you try new things. You experiment with creative tactics, discover hidden channels, and encounter wild ~~monsters~~ opportunities. This path is more difficult and risky, but incredibly rewarding.

What most people don’t talk about much is the number of times we end up making mistakes when it comes to marketing.

Now very recently we were testing out some internal marketing email campaigns and test emails, but, we had accidentally scheduled an email, with just a Meow! in it. That’s it. That’s the content, a “Meow!”

Now, it's okay, if such an email gets triggered internally or just to known people. We ended up sending, a Single, Solitary "meow" to all 75,000 users that had ever signed up to WorqHat. (Interested in a "meow" email?! make sure you sign up on https://worqhat.com)

Now, considering the situation, it’s not really easy. You are an early stage startup and you just sent over 75K emails, you always always dread the worst, and the initial panic kind of sets in.

I remember we ended up having a meeting, where we were planning counter measures and how do we handle the flood of angry emails, social media backlash, the unsubscribes and what not. It was an ABSOLUTE PR NIGHTMARE.

“Expect the unexpected”

This is so true, especially when you are working in a startup. The replies slowly started, pouring in, and they weren't filled with anger. They were filled with laughter, curiosity, and even... appreciation? People were intrigued. They wanted to know the story behind the mysterious "meow." Some even responded with their own meows!

It turns out our accidental "meow" was the purr-fectly timed moment of levity. In a world saturated with perfectly crafted marketing messages, our genuine mistake cut through the noise. It was real, it was relatable, and it was undeniably memorable.

Our accidental "meow" turned out to be a perfectly timed comic relief. It was a real, unscripted moment – the kind we all experience – that somehow landed just right. In a world saturated with carefully crafted marketing campaigns, our genuine slip-up, our little "oops" moment, broke through the noise. It felt authentic, relatable, and definitely something people remembered. It reminded everyone that we're all human, capable of the occasional unexpected sound effect. It made us more approachable, more real, and ultimately, more memorable. We are devs, and we have a habit of declaring bugs as accidental features, but to be very honest, we never really thought that we would end up doing the same in marketing department as well. (Sorry, MBA folks)

Our open rates skyrocketed. Our social media engagement went through the roof. We even saw a significant increase in website traffic and signups. The "meow" had become more than just a mistake; it had become our biggest (accidental) marketing campaign to date.

But the story doesn't end there. Inspired by the overwhelming positive response, we decided to make a Kitty 🐈, yes a KITTY CAT, our official company mascot. We introduced "WorqKitty" (yes, we went there) or “WorqKitties” to our brand identity, further solidifying the "meow" as a symbol of our company's willingness to embrace the unexpected and connect with our customers in a playful and authentic way.

Say hi to WorqKitty everyone!!!

As a young, early stage startup, we recognize the value of the unexpected. In a world often dominated by the hustle of fast-paced living, we aim to create a brand that offers a playful escape, a breath of fresh air for businesses around the globe. We believe that embracing spontaneity and lightheartedness allows us to connect with our customers on a deeper, more genuine level, fostering a sense of community and shared enjoyment.

The "meow" incident taught us a valuable lesson: sometimes, the best marketing strategies are the ones you don't plan. By embracing our mistake and listening to our customers, we turned a potential PR disaster into a defining moment for our brand. How defining you may ask: Our entire branding strategy is based on the life of a cat now, and maybe, just maybe, we might be having a Superhit WorqKitty Anthem in works.

To all the young startups struggling to find their footing and hesitant to take risks for fear of missteps, remember this: mistakes are inevitable, especially in the uncharted territory of a new venture. Embrace the stumbles, learn from the "meows," and use those lessons to propel your brand forward. It's not about avoiding errors; it's about how you respond to them that truly defines your success.

So, the next time you find yourself facing a marketing mishap, remember our story. Maybe, just maybe, your "meow" moment is waiting just around the corner.

Sagnik GhoshCo-Founder & CEO @ WorqHat