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Jules Serkin PR

What makes something go viral?

Posted on: December 3rd, 2014 by Jules

Ever wonder what makes a Tweet or a YouTube video go viral? Here are three favourites courtesy of India Minns at Giraffe Social Media.

1. Real Beauty Sketches – Dove

Dove wanted to generate sales by making a positive social impact, and so their marketing team focused on women – their biggest consumer group. Dove’s research found a problem within self-perception of women and so it created a campaign that encouraged beauty as a source of confidence. Dove hired a forensic sketch artist to illustrate real women and produced a video documentary of the whole experiment. The artist produced two portrait drawings of the women without seeing their faces, one as described by the subject of the portrait and another as described by an acquaintance of the subject. The difference between each sketch was astonishing. While the women focused on their physical flaws, the new acquaintances saw and described the beauty in them. This completely moved the women and the viewers of the campaign. To date, over 114 million people have watched the video, which went viral on social media outlets.

2. Super Bowl Tweet – Oreo

During the third quarter of the U.S. Super Bowl, a power outage at the Superdome caused a 34-minute delay in the game. As over 100 million viewers were tuned into their TV screens sharing their outrage at the power cut, Oreo began tweeting “Power Out? No problem. You can still dunk in the dark.” Within minutes, the message swept across social platforms, gaining more than 16,000 retweets and more than 20,000 likes on Facebook. The message itself was simple but effective as it was executed at precisely the right moment.

3. Do Us A Flavour- Lay’s crisps

Lay’s crisps created a campaign where they invited users to generate ideas for a new flavour on their Facebook page. The campaign was called “Do Us A Flavor” where the winner could win $1 million. Lay’s saw everything from Bacon Jalapeño to Grilled Cheese and the three best flavours were actually sold in stores. Fans could also vote on their favourite so it could stay on shelves permanently. By the end of the campaign, ‘Do Us A Flavor’ had generated 3.8 million submissions, over 1 billion Facebook likes and a 12% increase in sales.

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