Viral marketing is all about creating buzz through promotional messages and pictures that spread through social media networks. The actual message could be in any form of an advertorial, but is more likely to come in the form of an image or other formats that can easily spread across. If you are looking to create awareness about your brand and product, nothing would prove to be as effective and efficient than a viral campaign in spreading your message like fire. The whole concept of making a viral campaign is to catch up with people so that they spread the message for you. Perhaps to make your campaign a viral success, you need to carefully finish your homework i.e. Plan and research properly well in advance.
These are the following factors that play into whether a marketing campaign goes viral:
- The Messenger: There is no hard-and-fast rule that you have to set off a viral marketing campaign a certain way. Every company has a different approach, some like to approach trend-makers like celebrities and A-list bloggers to spread the message for them. In fact most of the viral marketing campaigns have survived depending only on organic reposts and social sharing (Because your message/picture works the magic).
- The Environment: Timing is everything in advertising i.e. you cannot really run an advertisement in newspaper or radio when your brand is facing a crisis, and this also stands true for viral marketing. A company can have the right kind of audience and the right message, but it may not spread due to the social environment and timing being not apt. This doesn’t necessarily mean the campaign will not be a success, but it can be just one of the factors.
In this new mini crazy universe of buzzwords and hash tags, viral marketing messages are referred to as a marketing meme. Here are few of the viral marketing campaigns that took the internet by storm:-
1) Kolaveri Di Marketing Gimmick
As it is the song got leaked, so Sony Music India wanted to make the most of the advantage. So they gave the responsibilities to a digital agency for making the video go viral. And the company aimed to market the video on YouTube, Facebook & Twitter.
The video was marketed on Twitter with a hashtag of #WhythisKolaveriDi that intrigued people.
2) The recent one to have broken the internet was Chaiwala from Pakistan which just not only made him famous overnight. It also made him earn good music videos and modeling offers! Sounds like a Cinderella moment to me!
3) ALS Ice Bucket Challenge
#ALSIceBucketChallenge – August 2014
Probably one of the most deserving of a place in this list has to be the ALS Ice Bucket Challenge, every celebrity got equally involved as did the public all around the world. Most importantly though, it not only raised the awareness about ALS, but also lead to a significant increase in the donations of ALS charities. According to the BBC, over 2.4 million challenge videos were uploaded to Facebook with $98.2m made in donations to the ALS Association (US) and £2.7m to the MND Association (UK).
All these campaigns were so much interesting in themselves and the subjects have been so catchy itself, that every time it just caught the viewer’s attention and the viewers made it viral. And it still stands true, Internet is a crazy place! You never know, you become the next sonam gupta of the internet.