At this point, “Chloe’s Wedding Day” has already gone viral—garnering over 3 million YouTube views through a sharing phenomenon that can only be described as “heartrending.”
The powerful video has gained the majority of that attention as of late, not surprisingly, with headlines provoking audiences to find out why a father refuses to walk his daughter down the aisle.
But behind those clickbait-y titles is the true foundation of this kind of viral success, the kind of virality that transcends the Internet of things: a brand, a girl, and a story.
What many viewers probably don’t realize is that this isn’t just a feel-good video—it’s a branded video. At the same time, when strong films set out to produce this project, the client, Arnold Palmer Hospital, had one rule: this isn’t just another cancer story—it’s Chloe’s story.
The end result seems effortless, but the task was no small challenge. With a topic as terrible and tragic as cancer, the strong films team had to provide an answer to a question that could only be known—could only be felt—from experience, an experience that’s never welcomed.
How do you capture and share the essence of such a reality?
The old adage might be “with risk comes reward,” and while the video certainly took a risk, it also revealed a much more accurate mantra: with realness comes reward. The message flipped the script by, essentially, becoming script-less. This kind of transparency might have been scary, but, hell, so is cancer.
The vision of the story and the reason for its impact are one in the same; the catalyst behind this social sharing explosion is simply that the video shows the real contrast of emotions of that reality, and all other realities: fear, hope, sorrow, and joy.