Today I am going to be sharing the top five characteristics of a viral campaign. According to Marketing-Schools, Viral marketing is a marketing technique that uses pre-existing social networking services to promote a product or service.
A campaign that isn’t unique most likely will not go viral so if you’re looking to have one of your campaigns go viral, you need to present unique content instead of something that everyone has seen before. One unique campaign that comes to mind is the Always #LikeaGirl campaign. It’s very unique and something we haven’t seen before.
Appeals to emotion
A viral marketing campaign usually appeals to emotions. The emotions could be happy, sad, or even angry but it needs to have a really strong effect on your intended audience to make an impact. One campaign that appeals to your emotion is the Dove Real Beauty campaign which shows how we perceive ourselves and how we can be so tough on our own personal appearances and that we should appreciate our own natural beauty more.
Content is developed for a specific audience
When creating a campaign in hopes of going viral, you should have your ideal audience in mind when going through the creation process. You need to consider their interests including their likes and dislikes, what channels they are most active on, and more when you’re crafting a campaign so that you maximize your chances of reaching your target audience and having a viral campaign. One of the companies that I think nails ad campaigns for millennials is Chipotle. They make their campaign relatable and applicable to their target audience and it works.
Gets the viewers involved
A viral campaign usually gets the audience involved in some way or another whether that’s with a contest or another tactic. For example, Lay’s “Do Us a Flavor” contents allowed customers to submit new potato chip flavors for the chance to win $1 million. This got people very excited because not only would they get to potentially have input on the next potato chip flavor, they would also have the chance to win $1 million.
Content generates additional content
Campaigns that go viral usually generate additional content, which helps the campaign grow at an exponential rate. An example of this is the ALS Ice Bucket Challenge, users participated in this challenge and continued to tag their friends and continue generating awareness about ALS and the challenge in general at no additional cost to the ALS foundation.