ESCP Europe Business School

CMC Blog

Posted by Alkmini Gritzali at 11:27 - 0 Comments

There is no need to introduce once again the influence of social media in people's lives and their importance for modern marketing. We all know that - due to this influence - the word 'sharing' has a new meaning nowadays, namely the sharing of online content. People share content every day: they forward articles to their friends, they email YouTube videos, they send film and restaurant reviews to each other. They retweet and share Facebook statuses and Instagram pictures. In all these cases, they share content about which they hold certain feelings - both love and hate. Most of the time, people share content they love or find particularly interesting, but we cannot ignore the much-hated content that has been shared from time to time.

For marketers, the possibility of online content sharing on social media is a huge opportunity in many ways. Most importantly, it is the heart of social advertising, a new way of advertising which, for certain audiences, can be more successful than even TV campaigns. According to Frank Rose, author of The Art of Immersion, the world "is moving from a time when advertising was something to be avoided on TV, to something to be shared online." Social advertising is the new way of creating brand visibility and brand awareness, through video campaigns in social media. The campaigns aim beyond visibility, to sharing - considered the new form of online word-of-mouth. Therefore, the aim of these video campaigns is to go viral - to become the new social media hits of the week or, even better, the month, the year, the decade; or even - why not? - world records like this one)!

But what makes a video go viral? This is a very common question (especially by marketers) that has still to be answered. This is probably because there is no answer. If I had to extract some learnings from the top viral videos at the moment (you can find them here), that would be (what else, but) creativity and imagination. A creative idea and well-made content can explode a video's sharing statistics and make it instantly "the talk of the town". This applies to both well-established and new brands, loved and hated, cool and uncool products.

For popular and much loved products like James Bond, a creative idea is enough for a video to explode (here is my favourite example - who wouldn't like to win Skyfall tickets?). For up-and-coming and cool products, like TNT TV Channel in Belgium, it is maybe more difficult, but not uncommon (here is the most creative video of all time, and my all time favourite). But, in this week's Top 10 Viral Video Chart, there is a bold example of how to create a successful social advertising campaign, even when you do not have a well-known or cool product. The example of Melbourne Metro Trains clearly shows the way of how to use creativity to go viral! Marketers, take some notes from this video (and download the song)!





Latest comments

There are no comments yet. Be the first to comment this post!


Get Social & Share


Latest from CMC Blog
Most active posts
How to Build a Billion Dollar App - 7 Comments
Posted by Creativity Marketing Centre @Creativitymktg
at 24/06/2015 7:49
Who's creative, who's not? - 3 Comments
Posted by Benjamin Voyer
at 09/11/2012 10:00
‘Growth hacking’, the new marketing trend in startups - 3 Comments
Posted by Vishal Kapadia - @vishkap
at 05/11/2012 15:10
The Vicious Spiral of Consumer Expectations of Creative Brands - 2 Comments
Posted by Benjamin Voyer
at 07/01/2013 12:45
Are retail stores dinosaurs? - 1 Comments
Posted by Minas Kastanakis
at 15/03/2013 10:37
Kristine de Valck, dry chicken, and paintball - 1 Comments
Posted by Tom van Laer - @tvanlaer
at 05/03/2013 16:18
Shakespeare was wrong - 1 Comments
Posted by Peter Stephenson-Wright
at 12/02/2013 13:50
How should companies respond to stories in social media? - 1 Comments
Posted by Tom van Laer - @tvanlaer
at 19/11/2012 11:50
Value as process - 1 Comments
Posted by Vlad Glaveanu
at 16/11/2012 11:31
Latest posts
What is the Secret of Building a Disruptive App? Here’s What You Need to Know
Posted by Creativity Marketing Centre @Creativitymktg
at 08/07/2019 10:24
Everything You Know About AI Is Wrong
Posted by Dr Terence Tse
at 04/07/2019 10:23
The Power of a Strong Concept in Marketing #BIGPICTURE2019
Posted by Laurent François
at 23/05/2019 7:43
Latest comments
On How to Build a Billion Dollar App by Free FIle Hosting

Anything in here will be replaced on browsers that support the canvas element