However, even though this was not a video produced with the aim of going viral, this example illustrates the potential and impact that viral content can have. With that in mind, today we will talk about Viral Marketing , starting with its definition and benefits, and then looking at three successful campaigns belonging to this type of marketing.
What is Viral Marketing?
Viral Marketing is a set of marketing techniques, the aim of which is to create both interest in a brand and to encourage potential purchases of one of its products. However, to achieve this objective, audiovisual content is afghanistan phone number list used, created in a way that favours its rapid spread through social networks. In addition, it can even be said that Viral Marketing is similar to word-of-mouth propagation , although with the use of social networks.
What benefits does Viral Marketing provide?
Now, apart from the rapid spread through social networks, the use of Viral Marketing offers more benefits . We emphasize three benefits that we consider most important:
– Low invasiveness . Users themselves choose to share the content in question, they do not have to be incentivized, but only motivated by the content itself;
– Cost-effective . Creating viral content does not require large investments of money or significant resources, but rather time, effort and creativity;
– Influence on branding . The greater exposure provided by viral content positively influences branding as users begin to better recognize the brand, linking it with certain values and mission.
Successful Viral Marketing Campaigns
Finally, we present three Viral Marketing campaigns that have achieved impressive success in recent years:
– The DNA Journey (Momondo);
– Eyes on the Road (Volkswagen);
– The Epic Split (Volvo).
The DNA Journey
In collaboration with advertising agency &Co, travel agency Momondo created a promotional video based on an experiment conducted with 67 people . In it, people answered questions about their origins and their feelings about it. After answering their questions, they were given a DNA test to show them their true ancestry.
In the end, the video shows that one has more in common with the world than one thinks, and that an open world can only be born with an open mind . Hence, Momondo's motto: “ Let's open our world”.
Eyes on the road
Another example of the use of video in Viral Marketing . However, this time it was the Volkswagen brand that opted for this format in order to send a powerful message to the audience in a Hong Kong cinema. In fact, before the film started, the audience was shown a first-person image of a car driving on a straight road.
