Why did Baby Lasagna (communication wise) succeed?

Marko Purišić, better known as Baby Lasagna, conquered Croatia and shined on the Eurovision sky. His success is based primarily on an excellent product, but also on a few other important elements, one of which is certainly communication.


Symbols are important

He wrote a song that has a contagious beat and catchy refrain that many can relate to. He also excelled in her performance – he won the audience with hyper positive energy in his voice and movement and received the highest number of their votes well deserved. The great music video and the original symbols of the song – lace and cats – certainly contributed to the success.

We could speculate whether all this would have been enough if it weren’t for the excellently managed communication campaign and Marko’s authentic, relaxed and humble personality, but that doesn’t really make sense. Marko has succeeded.


What can we learn from the campaign?

First of all, HRT had well thought out timing and lot of ideas that the audience recognized and rewarded with engagement. The first video that was published on April 29th, in which ballet dancers, majorettes, folklore ensembles, policemen and firemen danced to Rim Tim Tagi Dim choreography soon became viral. After it, kindergarten children, deaf-mute people, cyclists, businessmen, the American ambassador and employees of the European Commission in Zagreb also danced.


Firefighters dance in support of Baby Lasagna


General mobilization

The lace was worn by the cats on the Croatia Airlines plane, IKEA cats, Rimac Nevera, hotel tables and office computers – and then everyone who followed the Eurosong. HTZ also actively participated in the campaign. During the final competition and immediately after, they have published 14 visuals, photos and videos on their Instagram, and HRT from Marko’s performance on Dora to his return to Croatia over 200.


An example of an Instagram post by Croatia Airlines

Source: Instagram profile @croatiafulloflife

How many interviews he gave in total, probably know only he and his communication team, but we know that he gave even 19 interviews just on March 29th! In addition to other media obligations, pre-parties, performances in clubs, rehearsals and performances at Dora and the Eurovision Song Contest, Marko worked very hard.

In conclusion, the recipe for communication success could be: good product, hard work, driving energy, great videos, dedication to social networks, maximum use of all communication opportunities, effective communication symbols, channels and tools, authentic personality, great communication skills and serious communication support. Sounds simple, right?