Today there’s so much video content on the web these days, its sometimes mind boggling and difficult to know how to get it right if you are launching a viral campaign. Since it has the potential to reach huge audiences very quickly a video needs the right amount of calculated research, clever strategy and unique content. A classic example of the power of viral videos was the Old Spice campaign launched last year centred around the theme “The Man Your Man Could Smell Like” which has to date obtained over 30 million views on YouTube. It no doubt helped immensely that “The Old Spice Guy”, Isaiah Mustafa, was hugely popular within the social media realm – he was deemed cool by literally every man alive. The follow up campaign “Old Spice Responses” generated more views than Obama’s Victory Speech or of Susan Boyle singing her heart out. This campaign not only revived the Old Spice brand image, which had been lagging for some years, but also it’s finances. Men bought the body wash in droves, eager to smell as good as Isaiah Mustafa.
The indeterminable nature of how the public will react to video content is what makes this particular success story so important. The Old Spice campaign has paved the way since, with many imitators emerging out of the woodwork latching onto a similar strategy. Arguably, the most important element of the campaign was that it took initiative and interacted with consumers. Questions were answered, the community was validated. People want to feel important, and this campaign did that. This is a model that is easily transferable across all industries from finance, to healthcare, to politics. David Cameron could easily adopt similar tactics in a Tory party video, though it is unlikely it would be delivered by him dressed in a towel.
This year, viral content must continue to stay as strong, striking and have a point of view which can generate discussion and debate. Just yesterday I read this article in the Evening Standard about Hip brand brands such as Aubin and Wills, Diesel and Dazed and Confused developing a thirst for intelligent discussion. It seems content that is not only provocative but polarising is becoming popular everywhere, not just in the left-wing intelligentsia pubs of Islington. Content that actually starts conversation and in doing so, generates interest. There is perhaps nothing less effective in terms of viral video marketing that creating indifference. Many brands previously scared of having their product spoken about are now realising that they cannot be precious over videos at the expense of massive brand exposure, especially when Facebook and YouTube are channels that allow you to manage the conversation.
It is not however only conversation that counts. One reason a campaign like Old Spice worked was that it took advantage of leveraging influencers: targeting individuals who acted as brand advocates and thereby spread the good word about the product to their followers. Increasing your video presence with the help of influencers will encourage it to grow and grow, like the domino effect. Fine you might argue if you’ve got a big brand with loads of famous individual fans; though in fact within a smaller demographic this can actually be easier as you know you can be specific about who you target.
Now is definitely the time to know your consumer. Companies are realising how hugely beneficial and valuable it is to track and measure the success of your viral campaign in real-time. The noticeable shift of attitudes combined with the seemingly positive return on cost-effective video campaigns for big and small brands alike, points to a more bold and lucrative future for viral marketing in 2011. Those in the business are hoping that brand executives will take a greater risks, and spend more money on creating the ultimate viral experience for those watching.
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