Tag Archives: social enterprise

Three Truths About Going Viral


Durée & Company knows the power and unpredictability of viral content after years of generating viral hits for our clients. Our client Rising Tide Car Wash’s 60 Second Docs profile received 51 million views in 14 days. In honor of this win, we’re sharing three truths we’ve learned about going viral –

Truth 1: It Takes Hard Work

With all our clients, we strive to tell their unique stories and make emotional connections with the public. These efforts alone don’t guarantee a viral hit but coupled with high-quality content it can set them up for success. With Rising Tide Car Wash, this documentary took months of work between pitching and securing footage. Our team could see the markers of possible success when at the time of release, it averaged at 15 to 20 thousand views per hour, leading to its current 51 million views. Producing high-quality, shareable content can be challenging, but it can make the difference between having video views of 100 or 100 million.

Truth 2: The Next Piece of Viral Content Is Unknown

There is no surefire way of securing a viral hit, and there’s no formula because it’s dependent on many uncontrollable factors. In a saturated market, the only thing different viral pieces have in common is that they provoke an emotional response with the audience. While sensationalism has had a place in the viral content market, focusing on positive messages can go a long way with future customers. With our client, Rising Tide Car Wash, we focus on the positive and empowering work they do for individuals with autism in their community. This story of a small business in Florida has been featured by United Way, Nation Swell and Starbucks with massive success.

Truth 3: Leveraging Viral Exposure is Key

Be ready for the onslaught of comments and requests once your viral piece hits. Once your post goes viral, there is a heightened opportunity to share your message with a much broader audience. From Nashville to South Africa, we received requests for interviews with our client since the documentary’s release. The advantage of developing fantastic content every time is that audiences will be able to learn more about your story through your social media presence whether your post goes viral or not. Having a team in place, like our agency, to leverage and respond to outlets will maximize your opportunities and make the viral hit a more significant win.

Now it’s your turn! What are your thoughts on going viral? Share them with us on Twitter at @DureeCoPR.

About Durée & Company

Durée & Company, Inc. is an award-winning full-service public relations, marketing and special events firm with offices in Fort Lauderdale, Florida and Aspen, Colorado. The firm serves the corporate, agency and non-profit arenas for local, national and international clients focusing on public relations for real estatepublic relations for restaurantspublic relations for law firmspublic relations for charitiespublic relations for healthcare, and many more. Durée & Company services include Public RelationsSocial MediaMarketingAdvertisingSpecial Events, and Radio Promotions and Outreach.

Rising Tide Car Wash COO Thomas D’Eri Tapped to Speak at United Nations’ April 2 World Autism Awareness Day


Groundbreaking Social Enterprise Rising Tide Celebrates Second Anniversary on April 6

 Parkland, Fla. (March 24, 2015) – Thomas D’Eri, COO of Rising Tide Car Wash, a Parkland-based pioneering social enterprise that helps young people with autism build a career and achieve an independent lifestyle, has been selected to speak at the United Nations’ World Autism Awareness Day event, “Employment: The Autism Advantage.” The event will take place on Thursday, April 2 at the United Nations Headquarters in New York, N.Y.

D’Eri, along with CEOs and other leading business executives, has been invited to speak at the event, which is a call to action, inviting businesses to make concrete pledges and commitments to employ persons with autism. While many of the other speakers are from large corporations, D’Eri is proud to represent Rising Tide, a social enterprise.

Secretary-General of the United Nations Ban Ki-moon is expected to make the opening address at the event. Governor of Delaware and former Chair of the National Governors Association Jack Markell will speak on his project to increase hiring of people with disabilities, including persons with autism.

At the event, a clip from Rising Tide’s recent NationSwell documentary, which now has over 3 million combined views on Facebook and YouTube, will be played.

Rising Tide, founded on April 6, 2013, is one of the largest employers of people with autism in the U.S. with 30+ employees, and aims to be the premier car wash experience in the market. Reflecting the proven fact that people with autism, when instructed correctly, are exceptional at maintaining consistency with tasks requiring repetition and structure, Rising Tide and its consultants created an innovative model that breaks the car washing process into 46 distinct steps. Rising Tide helps its associates with autism realize their incredible capabilities, gain confidence that they never had before, make friends, gain financial independence, and have a place to call their own.

The U.N. speaking opportunity coincides with Rising Tide’s second anniversary. Since its founding, Rising Tide has almost tripled its customer base, and built an “Unlimited Wash Club” membership of approximately 1,000 people. During the past two years, Rising Tide has made significant strides in creating awareness of the capabilities that people with autism have. These include being featured on NBC Nightly News with Brian Williams and other national news programs/publications, being selected to attend Unreasonable Institute Global, one of the most prestigious social impact accelerator programs in the world, and much more.

“I am extremely honored to have been selected to speak at the United Nations Headquarters on World Autism Awareness Day,” said D’Eri. “As we at Rising Tide celebrate our second anniversary, we are very happy to be a part of the efforts in the U.S. and around the world to make communities understand the incredible capabilities that people with autism have, and how they can be exceptional employees.”

D’Eri and his father John D’Eri co-founded Rising Tide Car Wash to develop a scalable solution to employing individuals with autism. They were inspired to do this by watching Tom’s brother, 22-year-old Andrew, a vibrant young man with autism, struggle to find his place in the world. It is estimated that more than 80 percent of adults with autism are unemployed, and at least 500,000 more individuals with autism will enter the workforce in the next decade.

About Rising Tide Car Wash

Rising Tide Car Wash is a scalable social enterprise with the primary mission to employ adults with autism. By delivering a first-rate car wash experience to the consumer, Rising Tide strives to inspire communities to change their perception of the capabilities of people with autism. Through intensive training, team building and caring for the community, Rising Tide sets its employees up for success. With this model, Rising Tide has a goal to provide people with autism with an opportunity to build a career and achieve an independent lifestyle. Rising Tide aims to be Broward County’s first B Corporation (the gold standard in verifying that a company is truly a social enterprise) and the fourth in the state of Florida. Rising Tide Car Wash is located at 7201 N. State Rd 7, Parkland, FL 33067. It is open seven days a week from 8 a.m.–6 p.m. For more information, visit www.risingtidecarwash.com, call (954) 344-1855 or email info@risingtidecarwash.com.