10 Most Viral Marketing Campaigns and Why They Worked
Marketing campaigns have remarkable ways of imprinting themselves in our minds, whether it’s a catchy slogan, an attractive product, or a memorable song.
Many marketing strategies contribute to making a product stand out. So, I’ve compiled a selection of influential marketing campaigns that could serve as inspiration for developing an enhanced marketing strategy for your brand.
What does Viral Marketing mean?
A viral marketing campaign is an exceptionally successful marketing strategy that has gained widespread recognition, catches on, and is widely shared among numerous viewers.
The unpredictability of a campaign going viral and the fact that not all successful campaigns demand extensive budgets are evident.
Let’s explore some examples of viral marketing campaigns.
1. Pepsi — Halloween Ad
The rivalry between Pepsi and Coca-Cola has prompted both brands to craft campaigns that cleverly reference their competitor.
In October 2013, Pepsi executed a bold and attention-grabbing campaign portraying Coca-Cola as “scary”, with Pepsi donning a cape branded Coca-Cola. While the campaign was themed around Halloween, its impact lingered with the audience.
2. Snickers — “You’re Not You When You’re Hungry”
Facing stiff competition in the chocolate industry, Snickers sought to distinguish itself, devising the memorable slogan “You’re Not You When You’re Hungry”.
This clever tagline became the cornerstone of a series of humorous advertisements, leaving a strong impression on the audience and setting Snickers apart from its competitors.
3. Nike — “Just Do It”
In 1988, Nike initiated its impactful campaign, “Just Do It”, showcasing narratives from both professional and amateur athletes. This viral movement inspired people to share their own stories, ranging from leaving jobs to participate in sports to losing over a hundred pounds.
The campaign not only resonated with a diverse audience but also became a powerful catalyst for personal empowerment and determination.
4. Dove — “Real Beauty”
Unilever’s “The Real Beauty” campaign, launched in 2004, strategically tapped into the emotional spectrum of its audience. By emphasizing the empowerment of women and children to embrace their innate beauty, Dove aimed to create a powerful and positive impact.
The campaign, with its focus on self-acceptance and inclusivity, successfully resonated with individuals on a deeper level, fostering a connection beyond conventional beauty standards.
5. L’Oréal — “Because You’re Worth It”
The L'Oréal campaign transcended traditional advertising by serving a dual purpose: not only did it promote the brand, but it also stood as a pillar of support for women.
For over 50 years, L'Oréal has been dedicated to supporting women’s health and beauty, as exemplified by its enduring slogan.
Celebrities like Camilla Cabello, Anushka Sharma, and Kendall Jenner have proudly presented this impactful slogan.
6. Red Bull — “Red Bull Gives You Wings”
Red Bull ingeniously coined the slogan, “Red Bull Gives You Wings”, cleverly conveying its ability to offer an energy boost for conquering the day or tackling challenging tasks, usually accompanied by funny animation.
This campaign has successfully soared for over thirty years, ensuring that Red Bull still gives you wings!
7. GoPro — “Awards”
The GoPro campaign actively invites content creators to share their GoPro videos, photos, and clips, providing them an opportunity to showcase their work and get paid for their contributions.
This strategy promotes the use of the product through authentic user-generated content and also engages a diverse range of people, from content creators to philanthropists, fostering a sense of community and shared experience.
8. Oreo — “Dunk In The Dark”
In a clever and timely move during the Super Bowl blackout in 2013, Oreo capitalized on real-time marketing by sharing a photo of an Oreo in the dark accompanied by the caption, “You can still dunk in the dark.”
This spontaneous and witty tweet quickly gained traction, becoming one of the most talked-about moments during the event.
Oreo’s ability to seize the moment and inject humor into unexpected situations showcased the power of agile marketing in creating memorable and shareable content.
9. Apple: “Shot On iPhone”
With the introduction of the Apple iPhone X, Apple initiated the “Shot On iPhone” campaign to showcase the impressive camera capabilities of their devices.
Users were encouraged to capture photos and videos that spread across social media platforms.
The campaign gained rapid popularity, with users creating memes and content, further amplifying buzz around the iPhone’s camera quality. The “Shot On iPhone” campaign not only highlighted the product’s features but also engaged the users in a creative and interactive way.
10. Zoom — Virtual Background Competition
Amidst the challenges of the COVID-19 pandemic in 2020, Zoom ingeniously launched a Virtual Background Competition, urging people to share photos and videos through Zoom’s virtual background feature.
This monthly competition not only provided a creative outlet but also offered enticing prizes for the top three winners.
The strategic marketing engaged existing users and also enticed new users to install Zoom. As a result, Zoom experiences a significant influx of new users, solidifying its position as a go-to platform for virtual communication during the pandemic.
Conclusion
Effective marketing is a crucial tool that not only amplifies your brand’s message but also fosters ongoing engagement with your audience. Having explored various strategies, I hope that you will find inspiration to impart a distinctive voice to your brand. These insights can serve as a guide to shape a marketing approach that resonates, captivates, and keeps your audience actively included with your brand.
FAQs
What is Viral Marketing?
A viral marketing campaign is an exceptionally successful marketing strategy that has gained widespread recognition, catches on, and is widely shared among numerous viewers.
What is the importance of Viral Marketing?
Viral Marketing holds significance because it enables outreach to a broader target audience, leading to a boost in sales revenue.
What makes a marketing campaign viral?
- Memorable Slogans: successful viral campaigns often feature well-known slogans, creating a viral brand identity.
- Comedy: including humor increases the likelihood of content being shared, contributing to virality.
- Catchy Elements: adding a song, dance, or memorable concept, can make a campaign more engaging
- Strategic Marketing Plan: organized planning is crucial for a successful campaign, ensuring team members are aligned, and decisions are well-reasoned to avoid mistakes.
- Timings: Tapping into current events, like the Super Bowl, can enhance the success of viral marketing campaigns, and using marketing approval softwares can streamline the sign-off process.
