People hate viruses. Whether you mean infectious diseases or computer-crashers, there’s nothing good about them. Or is there? Enter viral marketing – the easy, cost-effective way to build brand awareness. Not-for-profit orgs use it to spread positive messages through online social networks. And it only works because people like it.
An infectious idea
Viral marketing uses social networks, like
Youtube or
Facebook, to increase brand awareness. Marketing material such as a video clip, flash game, image or text message is sent through emails or social networking sites. If the recipients like the marketing material, they forward it to their friends and colleagues, and your marketing spreads – like a virus.
Viral campaigns have largely taken over from more traditional ‘word of mouth’ marketing – and you often see results much faster. As a mode of advertising it’s cheap and sustainable: once you’ve made your marketing material, it’s practically free to distribute.
Catch my disease
We all have certain friends who are the first to know the latest online trends. They’re forever forwarding emails, or posting cool links on their Facebook accounts. These friends are what viral marketers refer to as '
Alpha Users‘. Alpha Users are the ’hubs‘ of a viral marketing campaign. Viral marketers design their campaigns to target the Alpha User demographic, as they are highly influential and are most likely to pass the material on.
Contagious marketing? Sounds kinda evil…
The best thing about viral marketing is that it has to be positive or it won’t be passed on. It must be uplifting or make people laugh. The most successful viral marketing campaigns barely mention a product, organisation or agenda.
Viral marketing was quickly adopted by the non-profit sector. International NGO’s like
Amnesty and
Greenpeace have been using viral campaigns as part of their marketing mix since the late 90’s. These days, many NGO’s favour viral campaigns because the short production time allows their marketing to be responsive to current news or issues.
For example, Amnesty International is aiming to ‘capitalize on the huge feeling of hope and goodwill toward the Obama presidency’ with its
100 Days of Change campaign. Their viral ad is a two-minute online video called ‘We don’t expect the impossible’. It uses special effects to show Obama reversing global warming and establishing world peace. The aim is to get viewers to sign an online petition. Since Obama’s inauguration, the campaign has garnered 19,100 signatures. Watch the video here:
http://www.youtube.com/watch?v=JKqfVkk_tSk.
The pathology behind a good viral campaign
How can you use viral marketing to your best advantage? Like any other form of marketing, there are thousands of strategies for increasing brand awareness, selling products, or getting bums on seats. We’ve sifted through the literature and have brought you our top three viral marketing tips:
1.Make emotion into action
Whether it is amusement, sadness, joy, guilt or hope – make sure your viral campaign is emotionally charged enough for people to forward it on. You can take it one step further if your ad has a ‘call to action’. Check out Amnesty UK’s ‘Protect the Human’ ad to see what we mean:
http://www.youtube.com/watch?v=z2_ZjFF22r0
2.Shock em!
Most of what goes round on the net is driven by novelty factor. Something weird, naughty or unexpected is the cornerstone of successful viral campaigns. Greenpeace’s ‘Forest Love’ campaign is a perfect example. Watch the video here:
http://www.youtube.com/watch?v=3AEZbWtELQI (WARNING: Features plant life engaging in racy behaviour!)
3.Tell a good story
Viral marketing isn’t about reproducing your normal marketing campaigns online. Don’t put too much focus on your agenda. Make sure you’re telling a story that people will want to share. It doesn’t have to have a plot or dialogue, but it should build a connection with the audience.
Cadbury’s drumming gorilla ad is just one happy gorilla rocking out to a Phil Collins track. It was uploaded onto YouTube and received 500,000 views in one week! Watch the ad here:
http://www.youtube.com/watch?v=DBwnKQEJkiM
