Let me draw parallels to the recent coronavirus outbreak. The virus spreads rapidly from person to person and grows exponentially (if not controlled) in a short period. And if something goes viral, many people are exposed to it (and it spreads further).
Similarly, in the digital world, especially in the age of social media, content such as video, memes, images, music, ad campaigns, open letters, etc., goes viral when it spreads to numerous users online on a short period of time. And many people talk about it and share it regardless of whether they are the intended target audience.
It helps accelerate brand awareness and also elevate the brand image over an extended period.
The Viral Coefficient
Suppose you want to achieve viral growth for your brand that specializes in baby products through a new marketing campaign. She has created a promotional video that focuses on mothers’ real-life challenges and how they overcome them, connecting them to their brand values.
Since your target audience is new or pregnant mothers, please share this video with them. And they, in turn, share it with others and it goes very far.
Get the right influencer marketing
A viral infection spreads if one person meets multiple people. The same goes for viral marketing. Influencers have an important role to play in improving the viral coefficient. Collaborate with influencers relevant to your domain to spread the message. And don’t shy away from partnering with micro or nano influencers for authentic, organic reach.
In October 2019, Reese launched a social media campaign: It’s A Live Campaign, with actor Neil Patrick Harris. In this campaign, Harris invited viewers to vote on tricks and treats for a haunted house, and they were able to watch the live broadcast of the event on October 24, where 32 fans would be led through the haunted house. In addition to experimenting with interactive and social activities, Reese took advantage of Neil Patrick’s popularity for the success of the campaign.
Hashtags and user generated campaigns
User Generated Content (UGC), hashtags, and challenges have a fun, interactive element that fuels action and engagement. With hashtags, you can also track the success of the campaign.
White Claw invested in user-generated memes and parodies to entertain users and increase sales. Sales were up about 250% in 2019 compared to the previous year, according to data from Nielsen, with the brand saying in October that White Claw had already seen retail sales of $ 638 million. The reputation of the White Claw brand received a boost from a particularly strong presence on social media, internet memes and a parody video that garnered more than 3.2 million views on YouTube since June, CNBC reported.
