How is it a VIRAL campaign?

Remember this...?

Source: Unruly 2015

Ever wondered how "#thedress" photograph became a viral Internet sensation in 2015? Or seeing something perhaps an advertisement that went viral on the Internet? Well, I do and I get curious on how it got viral! Was it by luck or did the marketing team behind that advert spent lots of time ensuring that their advertisement got the attention of the public?

So... what is Viral Marketing and how does it work?

In this digital world, viral campaigns spread in a speed of light especially with the help of the social media platforms. Every day, you will come across something new, be it a video or picture that is shared by your friends or even family members. Viral marketing allows one to gain popularity or interest as well as generating potential sales through messages that spread like virus.

The theory that was created by Jonah Berger talks about how the six STEPPS principles of Contagious best describes the spread of ideas through social media platform. This is where he draws attention to how some strategies can maximise the chances of making any campaign viral.

Thai Life Insurance - "Deaf Dumb Dad"

Thai Life Insurance is famous for using "sadvertising" to advertise and promote their company to the people of Thailand on the social media platforms. If you know how most Thailand adverts are, you know that they take your emotions into consideration a lot! This video went viral and let's see how 6 principles of contagiousness plays a part!

Emotions: Throughout the video, the marketers were able to resonate with people on an emotional level where millions of people felt that they have gained something new from sharing the video on the social media platforms.

Practical Value: When you have successfully grab the attention and emotions of the viewers, you will be able to deliver a message, and based on the video, they want the people to change for the better and making the right choice.

Stories: The commercial done was life-inspired, bringing importance of their products through storytelling. Stories are deemed to be more affective as some people are able to relate to it on a personal level and it will leave a strong impression of the company in their minds. Based on this commercial, it shows the importance of getting a life insurance to ensure that your loved ones are always protected.

To conclude, I feel that Jonah Berger's theory helps marketers to take necessary approach that suits their company in order to achieve the optimal level of brand awareness!

What are your thoughts on viral marketing! Comment down below :)