With the popularity of social media, I would hope that the majority of businesses are analyzing every campaign they execute with the hope of it being shared through word of mouth to increase its reach and potency.
Breaking through the noise to reach your target audience can be a major challenge. That’s where viral marketing comes in – crafting content that is so compelling, valuable, and share-worthy that it spreads rapidly from person to person, expanding your reach exponentially.
So what’s the secret to going viral? While there’s no guaranteed formula, there are some consistent elements found in successful campaigns. We’ll explore them in this article.
What is Viral Marketing?
Viral marketing refers to a technique where content strategists purposely design content that’s both easily transportable and highly engaging so that it’s shared quickly by many people. The vehicle is the key component – the need for the medium to spread through people rather than paying a lot for promotion or airplay. Humorous videos are quite popular, but there are also image memes, and even shared incentives that work like group discounts.
Examples of Viral Marketing Campaigns
Apple: Shot on iPhone
The Olivia Rodrigo Shot on iPhone campaign was a collaboration between Apple and singer-songwriter Olivia Rodrigo to promote the video capabilities of the iPhone 13 Pro. As part of the campaign, Rodrigo and her crew shot footage of her hit song Brutal entirely on iPhone 13 Pro models. Several factors contributed to the campaign going viral:
Celebrity star power: Olivia Rodrigo’s immense popularity, especially among younger audiences, drew immediate attention to the campaign. Her involvement made it instantly buzzworthy.
Impressive video quality: The high-quality footage showcased the iPhone 13 Pro’s advanced video features, including Cinematic mode, macro video, and low-light performance. Viewers were amazed that the professional-looking video was shot solely on smartphones.
Behind-the-scenes content: In addition to the music video itself, Apple released behind-the-scenes footage showing how the video was made using iPhones. This gave viewers an intriguing look at the creative process and further highlighted the device’s capabilities.
Trending song: Brutal was already a hugely popular song, so pairing it with the cutting-edge technology of the iPhone 13 Pro was a smart move that capitalized on the song’s existing viral success.
Shareability: The campaign’s format made it highly shareable across social media platforms, with many users expressing their surprise and admiration for the iPhone’s video prowess. The Shot on iPhone tagline was also very easy to include in social media posts.
Apple’s brand reputation: Apple is known for its sleek, innovative marketing campaigns that often generate significant buzz. The company’s reputation likely contributed to the campaign’s viral spread.
By combining a popular celebrity, an already-viral song, impressive tech features, and behind-the-scenes intrigue, the Olivia Rodrigo Shot on iPhone campaign checked many of the boxes for viral success. It showcased the product’s capabilities in a highly engaging and share-worthy way.
The Epic Split featuring Van Damme
The Jean-Claude Van Damme Epic Split commercial for Volvo Trucks is one of the most iconic and successful viral marketing campaigns of all time. Released in 2013, the video features the action star performing a split between two moving Volvo FM trucks, set to Enya’s soothing Only Time track. The campaign quickly went viral for several reasons:
Stunning visual spectacle: The sight of Van Damme calmly performing a split between two trucks driving in reverse was unlike anything viewers had seen before. The breathtaking stunt immediately captured audiences’ attention.
Celebrity factor: Jean-Claude Van Damme’s status as a beloved action hero added to the video’s appeal. Seeing him showcase his famous flexibility in such a unique context was a big draw for fans.
Unexpected brand: Most viewers didn’t associate Volvo Trucks with such a daring, epic marketing campaign. The element of surprise made the video even more memorable and shareable.
Flawless execution: From the cinematography to the music choice to Van Damme’s perfect form, every element of the video was beautifully executed, giving it a polished, almost surreal quality.
Viral-ready format: At just over a minute long, the video was the perfect length for easy social media sharing. Its arresting visuals and minimal dialogue also made it accessible to a global audience.
Positive message: While the stunt was the main attraction, the video also conveyed a positive message about Volvo’s precision steering and stability, unforgettably showcasing the trucks’ capabilities.
The Epic Split video racked up millions of views within days and has since been watched over 100 million times on YouTube. It inspired countless parodies, reactions, and homages, cementing its status as a viral sensation.
By thinking outside the box and creating a visually stunning, celebrity-driven spectacle, Volvo Trucks achieved the ultimate goal of viral marketing: creating a piece of content that took on a life of its own and generated massive buzz for the brand. The campaign’s success is a testament to the power of creativity, star power, and bold, original ideas in capturing audiences’ attention and driving viral success.
Greetings from Chuck (The Epic Christmas Split)
Following the massive success of the Epic Split, Hungarian animation studio Delov Digital released a parody video featuring action star Chuck Norris. Titled Epic Christmas Split, the viral video put a holiday twist on the original concept. The CGI-animated video shows Norris performing a split between two airplanes in flight. As the camera zooms out, a Christmas Tree of stuntmen are seen balancing on Norris’ head. Several factors contributed to the video going viral:
Piggyback popularity: By riffing on an already-viral video, Epic Christmas Split tapped into the buzz surrounding the original Van Damme commercial. Viewers who enjoyed the Volvo Trucks ad were eager to see new takes on the concept.
Chuck Norris’ cult status: Like Van Damme, Chuck Norris is an action icon with a devoted fanbase. His appearance in the video, combined with his exaggerated tough-guy persona, added to the video’s viral appeal.
Perfect parody elements: Epic Christmas Split incorporated just the right amount of absurdity to make it a pitch-perfect parody. It was familiar enough to be instantly recognizable, but with enough new elements to feel fresh and funny.
Shareable format: At under a minute long, the video was tailor-made for social media sharing. Its all-ages humor and Christmas theme also made it feel timely and broadly appealing.
Impressive animation: Despite being an unofficial parody, the video boasted slick animation that closely mimicked the look and feel of the original commercial. This added to its shareability, as viewers were impressed by the high-quality production.
The Epic Christmas Split video quickly racked up millions of views and shares, cementing its status as a viral success. It also helped establish Chuck Norris as the go-to star for over-the-top, tongue-in-cheek action parodies.
By cleverly building on an existing viral hit and adding a blend of humor, holiday cheer, and impressive visuals, the creators of Epic Christmas Split struck viral gold. The video’s success is a prime example of how a well-executed parody can tap into an established meme and create its viral momentum.
What Do Viral Marketing Campaigns Have In Common?
So how do you produce content that’s so compelling, valuable, and shareable that it spreads rapidly from person to person, extending your reach exponentially?
The Do’s of Viral Marketing:
Evoke high-arousal emotions: Crafting content that elicits strong emotional responses, such as laughter, awe, inspiration, or surprise, is key to driving shares. People are more likely to share content that makes them feel something strongly.
Offer practical value: Ensure your content teaches viewers something new, solves a problem, or makes their lives easier. Valuable content is more likely to be shared and remembered.
Create a strong hook: Grab your audience’s attention immediately with a compelling headline, stunning visual, or intriguing opening line. If you don’t hook them quickly, they’ll move on.
Prioritize visual content: Videos, images, and infographics tend to be shared more frequently than plain text. Keep videos under 3 minutes and articles concise and skimmable.
Leverage current events and trends: Tying your content to timely topics, seasonal themes, and pop culture moments can boost its relevance and shareability.
The Don’ts of Viral Marketing:
Don’t be overly promotional: Blatant self-promotion or overtly commercial content can be a turnoff. Focus on providing value and building relationships first.
Avoid controversial topics: While provocative content can generate buzz, it’s risky. Steer clear of divisive issues that could alienate or offend portions of your audience.
Don’t share misleading information: Spreading inaccurate or misleading content can damage your credibility and trust with your audience. Always prioritize truth and transparency.
Don’t rely on manipulative tactics: Clickbait headlines and manipulative emotional appeals might generate short-term attention but can backfire in the long run. Focus on authentic, substantive content.
Don’t neglect your call-to-action: While going viral is exciting, it’s not the end goal. Make sure your content includes a clear call-to-action (CTA) and your website is optimized to convert that viral traffic into leads and customers.
Tips for Boosting Virality
Make content interactive with polls, quizzes, and contests to encourage engagement.
Collaborate with influencers to expand your reach to new audiences.
Include easy sharing buttons and pre-written social media posts to simplify the sharing process.
Stay true to your unique brand voice and values to ensure your content is authentic.
The Formula for Viral Success
While there’s no guaranteed recipe for virality, the most successful campaigns often include these key ingredients:
Emotional impact
Practical value
Strong visuals
Timely relevance
Clear branding
Seamless shareability
Authentic voice
Measurable results
By focusing on these elements and avoiding common pitfalls, you significantly increase your chances of creating content that people can’t help but share. Remember, viral marketing is a powerful tool for expanding your reach and engagement, but it’s just one part of a comprehensive strategy. Stay focused on providing value, building relationships, and driving meaningful business results, and your content will be well on its way to spreading like wildfire.
©2024 DK New Media, LLC, All rights reserved.
Originally Published on Martech Zone: What is Viral Marketing? Some Examples and Why They Worked (or Didn’t)