Viral Marketing Agency
We make people feel
People nowadays pay money to avoid advertisements, so unless you make them feel something (cognitive or affective arousal), they’ll ignore you.
Viral marketing isn’t about ‘getting lucky’ with a YouTube video. It’s about the strategic creation and seeding of super-engaging content that gets people talking.
We’re a data-driven creative agency that creates word of mouth.
A Viral Campaign is where we create content that gets shared organically. The emphasis is on creating compelling or uber-entertaining content (featuring your brand of course), rather than traditional ad spend (the ‘old world’ way).
Why does it matter? Because you need to get noticed. Every brand is using social media advertising now – and it’s a slog getting noticed above the rest. Let’s face it – traditional ad spend advertising has it’s place – but it’s not going to get people talking about you, nor will it necessarily build your brand.
The Old World way of advertising
The Viral Marketing Campaign Process
01AffinityThe first step when creating a viral campaign is to identify a relevant source of affinity tied to your brand. Affinity is a concept or belief tied to people’s value systems, and is critical for content engagement.
02ArousalArousal is the biological source of sharing motives, and is the second key driver of content engagement. We use behavioural science techniques, such as combining emotions and ‘chunking’, to activate sufficient arousal to maximise sharing motives.
03MethodAfter we’ve identified the core elements of affinity and arousal, we work on the delivery method. Whatever the aims of your project, we can advise you on what would work best.
04Content SeedingThe process of seeding involves the optimisation of content, and strategic initial push to plant the content in fertile ground. We carefully select the best influencers to get your campaign rolling, so the internet can do the rest.
- Our Process
The Viral Marketing Campaign Process
Affinity is a concept or belief tied to people’s value systems. The first step when creating a viral campaign is to identify a relevant source of affinity tied to your brand. For some brands, the source of affinity is straightforward. For example, we worked with a life jacket Startup where the source of affinity was drowning (‘the taste of drowning’).
For other brands however, identifying the source of affinity requires more work. A well known surf brand here in Australia discovered the source of affinity for their customers wasn’t riding the perfect wave, but rather the health of the ocean in iconic surf locations.
We’re experts at finding the right source of affinity for your brand, and incorporating it into world class viral campaigns.
Arousal is the biological source of sharing motives, and works on a primitive part of the brain known as the ‘limbic’ system. It’s a key driver of content engagement, and critical to the success of viral content sharing. We use behavioural science techniques, such as combining emotions and ‘chunking’, to activate sufficient arousal to maximise sharing motives.
This step includes many nuances, from screenwriting and shot lists, through to editing and sound design.
After we’ve identified the core elements of affinity and arousal. We work on the delivery method. For some brands it works best to combine PR with Influencer Marketing. For others, optimising the content and carefully seeding it is sufficient. Whatever the aims of your project, we can advise you on what would work best.
In an ideal world, we’d post great content on social media and it would reach critical mass on it’s own. But it’s a slow way of doing things – we usually need to get the ball rolling fast before the social media algorithms realise the content is special and takes over.
The process of seeding involves the optimisation of content, and strategic initial push to plant the content in fertile ground. This is where our expertise at influencer marketing comes into play.
We carefully select the best influencers to get your campaign rolling, so the internet can do the rest.
Case Study 2
Breeze is a startup In Berlin Germany that exists to help tenants and landlords find a better match!
Finding an apartment in the trendy city of Berlin is no easy task. Too many people want to live there, and as a result finding a decent place to live is a huge problem.
Our resident Viral Marketing expert Dr Brent Coker was employed to help breeze produce a series of videos that would get Uber Engagement on the internet.
The strategy uses a clever storyline including local talent, Berliner stereotypes, and the intriguing interaction between Ben the new guy looking for a place to live, and Jessica the landlord!
The source of affinity works on local pride in the city and the eclectic and diverse cultures living together in this fascinating melting pot.
The behavioural science techniques used to drive engagement include: reference point shift, oppositely valanced emotions, and underdog strategy.
Stay tuned – this one is exciting!