Viral Marketing Defined
Encourages others to pass on messages to more individuals, emphasised by (Fidgeon,2004). A strategy that use relationships by the “word of mouth” to promote products and services (Yeoman, 2014). However, (York,2016) defines viral as messages rapidly within a short period. Therefore, viral is like a virus the spreading of an idea (Ciotti, 2013).
Viral Marketing (Infographic)
Source: (Google, 2017)
Within this blog a clear focus on viral video marketing campaign is made. Real business example of viral video failures and successes is analysed in detail. Furthermore, viewers can learn from takeaway points. Lastly, academic literature will be analysed to support ideas and judgements.
Companies want to create a real desire towards their brands. Therefore, a viral video marketing efforts must be taken seriously.
COMPANY FAILURES OF VIRAL VIDEO MARKETING
- Pizza Hut
https://www.youtube.com/watch?time_continue=14&v=V4sozzHMuGk
In my opinion, Pizza Hut video marketing campaign does not entice and wow the customers to making purchasing or creating new customers. The campaign commercial actually produces negative publicity because, it is inappropriate and embarrassingly not funny. Furthermore, which consumers do not want to buy pizzas to look pregnant after a pizza and puts customers off completely. As a result, this campaign is an embarrassment and a failure.
2. McDonalds
McDonalds markets a new product called Arch Deluxe Burgers. The issue was this product was targeted at adults (Bhasin, 2016). The product illustrates sophistication through the use of a chef. However, customers at going to McDonalds for convenience and not sophistication (Bhasin, 2016). As a result, the campaign failed miserably.
Takeaway points to reflect on:
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Organisations should excessively hard sell to customers. Rather, relationships should be built in short periods by taking small steps. Videos should aim to intrigue clients to share content with others (Tredgold, 2017).
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Content should not be inappropriate to the target market. There should be a connection with the potential target market by focusing on products. Additionally, stories should be told to entice customers to share and find out more information (Tredgold, 2017).
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Videos must not be long and boring. To improve video’s organisations should consider using “visually appealing colours, backgrounds, animations to engage viewers” (Baldwin, 2015). Limit the video’s being no more than 1 minute to keep people interested and engaged (Baldwin, 2015). Research indicated 75% of viewers stay for 1-2 minutes (Kenyon, 2015).
Viral Video Marketing Success Stories
1. Reebok
The advert is appealing as individuals can relate to the scenes of pushing their bodies to their limits through life. Using music and creating a journey brings the campaign to life. Therefore, evoking our connections and emotions which are similar to the story told. Through this simple and effective advert more than 900,000 viewers have been reached. Despite a good campaign, a button could have been added at the end to enable customers to take action now!
2. Android
https://youtu.be/vnVuqfXohxc
Within 2015 this ad was the most shared (Kolowich, 2016). In my opinion this ad was the most memorable, enjoyable, likable and cute ad to watch. As being part of the audience, we all love something fresh and out of the ordinary and memorable. The creativity of using different animals being friends, music and adventures appeals to all customer’s emotions. Who doesn’t want to see an elephant and a dog playing together as friends?
Android has really captured the moment with sharing experiences of animals and making the video super shareable, by appealing to individual’s emotions.
Takeaway points for viral success:
- Content going viral is determined by “physiological arousal” (Berger, 2012). Therefore, evoking emotions positive or negative such as; anger or anxiety is likely to go more viral suggested by (Berger and Milkman, 2012). Furthermore, content that form emotions of sadness would be less viral (Berger and Milkman, 2012).
- Content linked to being surprising, interesting and practicality useful enables a positive impact for going viral, illustrated by Berger and Milkman, (2012).
- Coupons enables customers to receive to save money and take action now, according to Berger and Milkman, (2012).
- Both success campaigns use these metrics of the viral takeaway points above. In order to create a connection with the audience by emotions through, expressing humour, fun and challenges people face like in the Reebok advert.
Framework evaluating why content goes viral
Figure 1: A decision tree of the interplay between content and affect in viral marketing
Source: (Botha & Reyneke, 2013)
Researchers conclude video’s going viral is influenced by viewer’s emotional connection with video’s (Phelps et. al., 2004; Dobele et, al., 2007). However, (Botha & Reyneke, 2013) argue that content goes viral due to emotions and psychology enables videos to spread. Emotions can be the feeling such as; “joy, love, anger, fear sadness, disgust, and surprise” emphasised by, Barsade & Saavedra (2007). Whereas, (Russell’s, 1980; Watson & Tellegen’s 1985; Berger and Milkman, 2012) suggest emotions are also physiological arousal of positive affect causing high arousal and negative affect causing low arousal. Therefore, researchers should both agree on a single definition or accepting both forms enabling videos to go viral.
Furthermore, (Botha & Reyneke, 2013) states that academic researchers have not gone in a great deal of depth to investigate why videos go viral. In conclusion the figure 1 tree is really useful. However, more academic researchers should investigate, why videos go viral to improve the framework. Additionally, the framework is also a little old and could be updated. Botha & Reyneke (2013) could have used a real business example against the framework to demonstrate the effectiveness.
Conclusion
The successful campaigns are those that evoke our emotions and have a sense of urgency to take action. Furthermore, are memorable by creativity and content is appropriate to the target market.
References
Android (2015). Android: Friends Furever. [online] Available at:< https://www.youtube.com/watch?v=vnVuqfXohxc&feature=youtu.be> [Accessed 3rd March 2017].
Baldwin, K., (2015). 5 Common Video Marketing Mistakes to Avoid. [Blog] DMN3. [online] Available at:< https://www.dmn3.com/dmn3-blog/5-common-video-marketing-mistakes-to-avoid> [Accessed 3rd March 2017].
Barsade, S.G., & Saavedra R. (2007). Why does affect matter in organizations?, Academy of Management Perspectives, vol 21, no. 1, pp 36-59.
Berger, J. & Milkman, K.L., (2012). “What makes online content viral?”, Journal of Marketing Research, vol. 49, no. 2, pp. 192-205.
Berger, J., (2012). “What makes online content viral?”, Strategic Direction, vol. 28, no. 8, pp. 90-91.
Bhasin, H., (2016). Brand Failure- McDonald’s Arch Deluxe. [online] Available at:< http://www.marketing91.com/brand-failure-mcdonalds-arch-deluxe/> [Accessed 3rd March 2017].
Botha, E. and Reyneke, M., (2013). To share or not to share: the role of content and emotion in viral marketing. Journal of Public Affairs, vol. 13, no. 2, pp.90-91.
Ciotti, G,. (2013). A Scientific Take on Viral Marketing (with 7 Classic Examples). [Blog] Help Scout. [online] Available at:<https://www.helpscout.net/blog/viral-marketing/> [Accessed 3rd March 3017].
Dobele A, Lindgreen A, Beverland M, Vanhamme J, Van Wijk R., (2007). Why pass on viral messages? Because they connect emotionally. Journal of Business Horizons, vol. 50, pp 291–304.
Fidgeon, T., (2004). What is Viral Marketing and how does it work?. [online] Available at:< http://www.commercetuned.co.uk/SEO-articles/viral-marketing.php> [Accessed 3rd March 2017].
Google. (2017). Navigating Content Shock. [online]. Available at:< http://bit.ly/2lKhUr3> [Accessed 3rd March 2017].
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Kenyon, N., (2015). Are you making these six video marketing mistakes?. [Blog] Econsultancy. [online] Available at:< https://econsultancy.com/blog/67244-are-you-making-these-six-video-marketing-mistakes/> [Accessed 3rd March 2017].
Kolowich, L., (2016). 12 VIDEO MARKETING & ADVERTISING CAMPAIGNS YOU’LL ACTUALLY ENJOY WATCHING. [Blog] Hubspot. [online] Available at:< https://blog.hubspot.com/marketing/lovable-video-marketing-campaigns#sm.00003tvl76rryfgjvme25p2pt1vgj> [Accessed 3rd March 2017].
Phelps PH, Lewis R, Mobilio L, Perry D, Raman N., (2004). Viral marketing or electronic word-of-mouth advertising: examining consumer responses and motivations to pass along email. Journal of Advertising Research, vol. 44, no. 4, pp333-348.
PizzaHutCanada., (2016). Pizza Hut Presents… The #PizzaBump. [online] Available at:< https://www.youtube.com/watch?v=V4sozzHMuGk> [Accessed 3rd March 2017].
Reebok (2017). Hands | Be More Human | Reebok. [online] Available at:<https://www.youtube.com/watch?v=uXIcmHw98pA> [Accessed 3rd March 2017].
Russell, JA., (1980). A circumplex model of affect. Journal of Personality and Social Psychology. vol. 39, no. 6., pp. 1161-1178.
Selvaggio, A., (2009). McDonald’s Arch Deluxe Commercial. [online] Available at:< https://www.youtube.com/watch?v=1_TwtdTUQNo&feature=youtu.be> [Accessed 3rd March 2017].
Tredgold, G., (2017). 8 Ways to Avoid Common Video Marketing Mistakes. [online] Available at:< https://www.entrepreneur.com/article/287011> [Accessed 3rd March 2017].
Watson, D., & Tellegen A., (1985). Toward a consensual structure of mood. Psychological Bulletin. vol 98. no. 2., pp. 219–235.
Yeoman, M., (2014). 5 Key Viral Marketing Tactics Proven to Work. [online] Available at:< http://www.jeffbullas.com/2014/06/24/5-key-viral-marketing-tactics-proven-to-work/> [Accessed 3rd March 2017].
York, A., (2016). What Is Viral Marketing & Does It Actually Work?. [Blog] Sprout social. [online] Available at:< http://sproutsocial.com/insights/viral-marketing/> [Accessed 3rd March 2017].