Going Viral: Apply Shareable Strategies to Your Campaign
This guest post is by Emanuele Breccia, digital marketing consultant at Italy’s Mixology Academy, managing partner and founder of Mixology Consulting LLC, author of The impact of Social Networking on Marketing, PR and Events and graduate student at New York University.
Virality is a hot topic of discussion in social media marketing nowadays. How does a campaign go viral? Some say it depends on specific characteristics, while others believe it is more fortuitous than that.
While virality shouldn’t be a campaign goal, we can learn from viral content and better position ourselves to resonate with our audience. There are some factors that successful viral campaigns share that can be effectively used in our own projects.
For example, this Coca-Cola video went viral a little more than two years ago.
It’s about a Coca-Cola delivery truck that is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Rio De Janeiro, Brazil.
Here Coca-Cola did a good job by leveraging two important factors:
Emotional Appeal: Coca-Cola shows how happiness is in the small things: how a can of Coke, a soccer ball or a water fountain can make a poverty-stricken neighborhood cheerful and happy. This video makes us think about and reconsider how lucky we are and to appreciate the little things in life.
Surprise: Coca-Cola effectively uses the element of surprise. Candid camera-like videos can be effective in their use of humor, and genuine reactions. People can easily relate to the emotions felt by these unknowing people.
This video is successful because it managed to send a universal message to a very large audience and people feel the emotions showcased in the video.
When a company manages to leverage emotions, create unique content, visually package it and make it easy to share socially, it has great potential.
What have you learned from viral campaigns?
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