Creating a Viral Fashion Label With Triggers

Virality is not random, there are mechanics and it can be mapped and planned, to give your product the best chance on going viral

In this article I will be discussing 1 of the 6 principles outlined in the book Contagious by Jonah Berger, looking at the science behind why products and ideas are talked about more than others.

Why certain youtube videos and Instagram posts go viral and the effect it can have on our behavior. It all comes down to word-of-mouth. Whether through face-to-face conversations, social media, emails, online product reviews. The trick is getting people to talk about your product, service or idea.

The challenge, though, is how to do that, using examples from Nike and Ralph Lauren I will explain how they used “Triggers” to leverage virality and build perennial brands

Check out the other 6 supporting viral principles:

1. Social Currency
2. Triggers [You are here!]
3. Emotion
4. Public
5. Practical Value
6. Stories

Triggers: “Top of Mind, Tip of Tongue”

Triggers are used to connect brands and/or products to a common phrase or reference, thus being thought about on a more regular basis. The trigger you decide to use should be in line with your brand and its values.

Types of Triggers:

• Specific Days, Seasons
• Common words/Phrases
• Activities or events
• News
• Festive Greetings

The best Triggers are more often the triggers that are used the more frequent, Like days of the week, i.e Friday (Casual Friday Scandinavian label), your brand will come to mind.

Nike coined the motiving term “Just Do It” this not only fits into the brand and the athletes of Nike, but the term is now used globally to inspire everyone to keep pushing on. If you ever hear “just do it” it instantly triggers you to think of Nike.

Things to remember,

• Ensure you don’t share the same trigger with another brand.
• Trigger Needs to demonstrate the brands values.
• Tiggers need to have a strong link to the Brand or Product

Triggers are essential to creating a viral loop and are one of the most effective ways to connect with your customers. The dream trigger scenario would be when you trigger becomes so memorable and consistent it creates a habit. This is why when someone mentions a “polo shirt” it's linked with Ralph Lauren. Ralph Lauren is POLO. Ralph Lauren wasn't the inventor nor the first brand to sell polo shirts, but first to heavily take advantage of the term.

Here are a few questions you need to ask yourself:

1. What cues make people think about your product or idea?
2. How can you grow the habitat and make it come to mind more often?
3. How often is the term being coined? And how strong is the link to your brand?

If you are interested in reading some more lessons on virality, check out the first lesson here “Creating a Viral Fashion Label With Social Currency”