Member Article

The makings of a perfect viral video

When it comes to choosing a marketing strategy, some companies can hugely underestimate the power of less is more. Many businesses still rely on traditional forms of promotion, happy to blow their entire advertising budget on countless printed ads and multiple marketing campaigns. But by producing a viral video at a fraction of the cost, a product has the ability to launch itself which, if it’s done in a unique and engaging way, can attract millions of viewers in the space of a week.

In today’s age of constant sharing and social networking, a fifteen second clip can create ten times the impact of any other traditional form of marketing, simply by being bold and memorable. Remember the surreal viral ad for Cadbury that appeared back in 2007 featured a gorilla playing the drums to Phil Collins’ ‘In the Air Tonight’ and featured the tagline ‘a glass and a half full of joy’? It was certainly bizarre but effective, and became an overnight online sensation, increasing Cadbury’s revenue growth by 5% by the end of the year. Intrigued? Here’s how to go about it…

Less is more

The success behind the perfect viral ad lies with product subtlety. Your viral ad should be loud in every other way apart from actually ‘advertising’ the product. Don’t dismiss it altogether but don’t make the sell obvious. There’s nothing like an in-your-face advert to put consumers off and you must consider the audience more when it comes to viral advertising. A viral ad is discovered, it isn’t something repeated on every other ad break on TV. Internet viewers can be impatient and may decide within the first 5 seconds whether or not a video is worth their time – use your chance wisely and strike the right chord.

Be creative

Viral ads by their very nature are transient and fleeting, so the ad can’t appear forced or run-of-the-mill. A quirky and unique image (whether or not it splits viewers down the middle) is guaranteed to attract interest and more likely to be remembered. Often the quirkier ads can create a snowball marketing effect with members of social networking sites producing parodies and spin-offs of the original. Create a bonkers viral that has people talking and your laughing!

Provoke a response

To ensure a viral ad campaign spreads, there must be something about it that will provoke a reaction in people to pass it on to friends and family, which is why many viral ads plump for shock tactics. It isn’t recommended to create something controversial but just enough to cause a stir and get people talking about it at the water cooler. Some ads can sail too close to the wind however – recall the infamous “You’ve been Tango’d” ad of the late ‘90’s featured on orange ninja slapping people who try the orange fizzy drink, which was later banned following claims that it advocated violence. Risqué or not, Tango were merely trying to convey the message that the drink ‘hits’ you with its refreshing taste.

A viral ad may be the better, more cost-effective solution to promoting your business, but it certainly isn’t easy to make. If you have all the right ideas but none of the resources, you could look to Opportunity Marketing for guidance. It is so important that you go for a marketing technique that increases engagement for your business and a viral ad campaign could really set your business apart from competitors, if conducted successfully.

This was posted in Bdaily's Members' News section by Opportunity Marketing .