Tag Archives: YouTube

Going Viral, It’s As Easy As 1,2,3

If you were tasked with the job of making an organisation’s message go viral, what would you do? Where would you start? I was wondering just that the other day, it’s something I think all marketing professionals wonder about and we’d all like to see at least one campaign go crazy (or if we’re honest, all of our campaigns) but the truth is, the fastest way to have a campaign go viral is to take your time. 

There is nothing I find so frustrating as people talking about delivering a social media campaign without planning, investment or consideration.  It makes me groan and my frustration grows because it is based on a misconception that often plagues communications and marketing professionals, the idea that social media is easy and that success is just around the corner if only the marketing manager knew what they were doing.

The truth is successful social media campaigns rely on the same three things that successful traditional media campaigns required. They just happen to be three difficult things for most businesses to deliver. Let’s look at some campaigns that have worked and try to determine what might have pushed them from just viewable to viral.

Who Gives – Humour and the Unexpected

This little gem doesn’t hit the really BIG numbers, but for a relatively inexpensive charitable endeavor, it has managed to capture a fair bit of attention with over 10,500 views and earned traditional media coverage as well. What’s it’s most notable selling feature? A rabbi in a dress of course.

This charity video poses the question, “Who gives?” and then shows Rabbi Avrohom Zeidman performing as a series of characters who run through every imaginable excuse for not giving. Within one week of being posted the 2-minute video played well over 7000 times.

Blendtec – Something You Always Wanted To Do

Blendtec’s, video campaign poses the question, will it blend? What follows is a series of ridiculous items that the blender is challenged to blend. These YouTube posted videos take the premise set out in the old Ginsu knives commercials and add power and imagination. Smartphones, lighters, boron steel and super glue are all put to the test. These videos have gotten millions of views and make up the backbone of Blendtec’s advertising campaign.  The geek factor is high, but you can’t look away.

Old Spice – Surreal and Funny

The Old Spice commercials are among my favourites.  These beauties were popular on television, but they exploded on YouTube with each video getting millions of views.

Not only do the videos use humour to deliver their message, but as the main character moves smoothly from one ridiculous accomplishment to another the viewer is left laughing and a little bewildered.  The best part of these ads is that, like the Axe deodorant ads, they appeal to a younger demographic making them fodder for shares, likes, posts, memes, and quotes.

Although these campaigns each achieved different levels of popularity they do share some things in common. They are quirky, they show imagination and they have broad appeal for a younger demographic. The reality is that for most businesses a successful social media campaign sits closer to the first than the second example, a million views is far from the norm. Even with the accessibility afforded by social media, generating the kind of widespread attention, it takes to be massively popular generally means that you are playing off of traditional media sources, as well as, social media.

Going viral relies on having at least two of the following factors in place, time, money, and creativity. If you don’t have the money, then you definitely need to take your time and show creativity. One social media king we can learn from is a young man originally from Sweden who goes by the name, PewDiePie (Felix Kjellberg). He usually posts two videos a day and is also active on Twitter, Facebook, and Google+. He has more than 56 million subscribers on YouTube, and every video he posts generates millions of views. He’s funny,  always irreverent, unexpected, creative, appealing to a younger demographic and most importantly, he is very, very dedicated. He started posting videos in 2009, but it was not until 2012 that he really hit his stride.

Have you ever had a campaign or post go crazy? Do you have any viral ads or videos that you love? What do you think it takes to make a campaign go viral?

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Saturday Morning Chit Chat, Living Life With Flares

This image from June 20, 2013, at 11:15 p.m. EDT shows the bright light of a solar flare on the left side of the sun and an eruption of solar material shooting through the sun's atmosphere, called a prominence eruption.Do you remember all the stories that were prompted by solar flares back in the 70s? They were excellent, it was like the universe was sending us an amazing signal and it had the potential to change everything. Our watches would stop, our electricity would disappear and the world as we knew it would cease to be.  We would have a violence free apocalyptic moment and it would come out of the sky.

The visuals were spectacular, great orange geysers of gas exploding out from the sun. Giant oceans were boiling in the sky and sending spouts of change into our world. Nature was giving us a light show we would never forget. We quickly followed her lead and created stories great and not so great about life with flares. “Where Have All The People Gone”, released in 1974 told a dark and eerie tale of the disappearance of most of the Earth’s inhabitants as a result of those mysterious flares. From “Ringworld” to “Star Wars” we saw science fiction re-establish itself as a leading genre. The flares sparked our imagination.

One of my favorite movies about flares wasn’t actually made until 2000 and it’s called, “Frequency”. The film has a father and son talking to each other through time on an old radio because of the flares. I won’t get into the story, but it was fun. Mystery, magic, murder and mayhem, doesn’t get much better than that if you’re into science fiction.

So why am I telling you about flares? I was having a bit of a flare up myself reading some astoundingly irresponsible headlines that were reassuring the public that climate change was all a big misunderstanding and the Earth was actually cooling, when I decided I needed to do something to put myself in a better mood and went in search of science stories. I came across a treasure chest of hysterical flare stories that were centred around a prediction that some time in September 2013 we could see catastrophic destruction on Earth because of solar flares.  There were YouTube videos and articles about how flares were going to destroy satellite dishes and cause huge amounts of damage as they took out essential communications, potentially cutting off whole communities.  The American government was quietly ordering food to put in storage…I could go on.

I started laughing, it was like getting a chance to go back to childhood and see the solar stories from an adult’s perspective. I looked at NASA’s recent solar flare images and was enthralled with flares all over again. We live in an amazing world. It’s easy to get distracted and forget to take a look around and appreciate all the wonder, even the silly stories.

What about you? What does mother nature do that leaves you spellbound or captures your imagination?

Image: This image from June 20, 2013, at 11:15 p.m. EDT shows the bright light of a solar flare on the left side of the sun and an eruption of solar material shooting through the sun’s atmosphere, called a prominence eruption. Shortly thereafter, this same region of the sun sent a coronal mass ejection out into space. Credit: NASA/SDO

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