I know it’s every marketer’s dream to see a campaign go viral but earning the engagement of an enthusiastic audience can be a very difficult task. Which begs the question: Is there even a recipe for your campaign to go viral? Sometimes it’s not really up to brands to decide that.
Let’s take the online magazine “The Beauty Bean” for example. This is one other brand such as “Dove” that tried to change the conversation about the female beauty and boost confidence in women. The beauty bean magazine doesn’t offer the typical weight loss advice or encourage the ideal body image (that creates insecurity for women) for its readers. They focus more on real beauty than the unrealistic ones.
So what did they do? They started what is called “Makeup- Free Mondays” campaign a movement to get women to stop using its advertisers’ products one day each week. So the theme was about women appreciating themselves for who they are and that to remind them that their faces were beautiful with or without make up. It goes beyond merely kissing good-bye to makeup on Mondays. It’s about women empowerment and giving a different definition for beauty as such. Some of the action steps required as part of the campaign goes here http://thebeautybean.com/site/makeup-free-mondays-2/makeup-free-mondays-how-you-can-show-your-support-for-casual-fridays-new-sister/
Make up free Mondays went viral and a prime spot on AOL gave the brand millions of unique hits. Celebrities such as Serena Williams to Lady gaga posted make up free pictures. Even after two years the campaign is still alive and no signs of fading away.
One thing that is evident of the campaign is customers chose to engage with the brand when there is quality and when brands try something unusual. Like for example one of the calls to action step for the customer was to celebrate “Make up free Monday” by donating a fresh make up item to a local battered women shelter. Here the brand focused on engaging the customer both emotionally and behaviorally there by building strong customer-brand relationships.
Nobody can really place a finger on what causes something to “go viral”. What brands can do is improve their chances of having a viral outcome while accepting the bitter fact that much of it has something to do with luck and fortune. What other viral marketing campaigns have you come across?