When the virus encounters emotion: 10 of all American online marketing

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Lead: It seems more and more difficult for consumers to pay attention to your products through social media. Let the company's brand from these mass content to complete the virus-type spread no less than the Arabian Nights. In fact, the trigger of the emotion is to detonate viral transmission.

Nowadays, it seems more and more difficult for consumers to pay attention to your products through social media. Every 60 seconds YouTube users upload a 100-hour video that will share 4.75 billion video clips every 24 hours; Twitter has more than 500 million new tweets per day. Do you want your company's brand to stand out from these massive content and spread the virus?

But smart and flexible companies can capture the mainstream consciousness of consumers, who develop marketing campaigns that attract consumers to share content in their social profiles. Jonah Berger is a professor at the Wharton School of the University of Pennsylvania and the author of the best-selling book, "Communication: why it's popular." ' Some of the marketing content can be hilarious and some are heartbreaking, but these things end up being a hot topic, ' says Berger.

"Emotion is a factor that drives people to share content, and on YouTube we find that a lot of interesting things are spreading like viruses, but some of the most outrageous political content is going crazy," he said. "Any content that ignites emotions can inspire people to share impulses, including humor, amazement, excitement, anger, anxiety, etc." ”

Social media is like a equalizer in which any company can make a sound, it has nothing to do with your brand awareness, and does not need to spend too much marketing budget. As long as you have a smart idea, plus some execution skills.

1, Chipotle: With the Oscar-grade cartoon capture eyeball

Main Mexican barbecue snack fast food chain Chipotle has been the use of natural organic ingredients in its sales of food, and "conscience food" as the slogan, from the procurement of food to cook cooking, in every aspect of the importance of customer health. Now they have added something to their slogan, Chipotle launched an animated short film "Scarecrow" and a mobile game with the same name, in collaboration with Design Studios Moonbot UBM, the studio that won the Academy Award. They did so in order to raise concerns about the safety of food consumption, which involved animal meat processing, artificially adding hormones, and toxic pesticides.

The Scarecrow animated a futuristic world: the human environment has been destroyed and the food industry has been monopolized by a company called Crow Foods, a scarecrow who no longer guards farmland and becomes a slave to produce inferior food in the oligopoly factory. But a lovely, kind Scarecrow hates the life of an accomplice, escaping from the brutal black food factory, when he accidentally found a red chili (Chipotle's logo), everything changed: The world's colors became bright, music rang, and the Scarecrow regained his life. He grows fresh vegetables, travels around, and opens a burrito shop. The same iOS game is also interesting, players need to cultivate grass, replant the fallow Scarecrow Farm to gain the game experience, and then with the virtual Crow Food company confrontation.

The animated short film, launched in September 2013, gained 6.5 million views in less than two weeks on YouTube, and it was reported that the game was only 6 weeks in the Apple App Store, with downloads breaking 500,000. As of this release, the animated short film on YouTube has exceeded 12 million browsing volume, although Chipotle company did not disclose the same game iOS device installation, but each time the app, "Scarecrow" can always impress people, causing people's attention to food safety.

2. Dove: Spreading Women's beauty

Dove launched a video clip-"You're more beautiful in my eyes"-and its viral marketing has been a huge success. This is not only exciting, but also created an online marketing record, only one months after the launch, browsing volume exceeded 114 million. "You are more beautiful in my eyes." The reason for this excellent performance is partly attributable to Unilever. With its help, the film is translated into 25 languages and played on its 33 YouTube official channels, and is available to users in more than 110 countries worldwide.

The aim of the short film is to find an answer: what is the difference between the looks of a woman in the eyes of herself and others? A survey by Dove suggests that 54% of women around the world are dissatisfied with their looks. Gil Zamora is an FBI portrait prediction expert. In the short film, he and the women interviewed were sitting on either side of a curtain and could not see each other, and Gil Zamora her appearance according to the woman's verbal description of her appearance. Then, Gil Zamora depicts a portrait of a stranger based on a verbal description of the same woman's face. After that, he put the two sketches together for comparison, and concluded that a woman is more beautiful in others ' eyes than in her own eyes.

The film touched the hearts of consumers, in the first month after the launch of 3.8 million times to share. Over the next two months, Dove's YouTube channel added 15,000 subscribers. In addition, the film also affected the traditional media, so that paper media, broadcast news competition, and even sparked a series of online discussions. What's even more surprising is that there are a lot of copycat videos online. June 2013, the Dove and advertising agency Ogilvy won the Cannes International Creative Festival full of Titanium Lion Award, no doubt, this is a huge success in viral marketing.

3, according to Cloud: Arouse childlike innocence

If from the digital marketing point of view, according to the cloud advertisement baby is the most powerful role. As the top-grade mineral water of Danone Group, Evian first tried viral marketing in 2009, launched a marketing short film, "Roller Baby", and used computer three-dimensional animation technology (CGI) to shape a group of babies dancing on skates. The film, which was broadcast exclusively on YouTube and created the Guinness World Record, became the most watched video in the history of online advertising, which was more than 25 million times more than two months after its launch.

2011, according to the cloud continued the application of computer three-dimensional animation to shape the concept of baby characters, launched the "Baby Inside" film. In the 2013, Evian "Baby & Me", in which a group of adult actors went through a bizarre mirror, returned to their infancy, and made similar moves.

"Baby & Me" has reached 50 million hits on YouTube, and a week later, with the help of Facebook's homepage promotion, promotional ads and other marketing tools, the number of visits has been faster than 100 million times.

Evian did not stop this series of marketing campaigns, and in May 2014 it launched the Baby & Me mobile app, which supports Android and iOS systems, so that users who upload their own photos will create a corresponding baby image, You can also share it with your friends on Facebook or Instagram. If you want to share on Twitter, you can use the #evianbabyandme tab to publish it uniformly. Most viral marketing activities seem to one-time, but according to Cloud Alternative, made a series of ads.

4. Pleasure: Let consumers develop new flavors

Joy launched a competition to solicit the taste of potato chips to netizens do Us a flavor (le flavor), homophonic from "Do Me a favor (to do me a favor)", if the joy finally decided to choose a friend recommended potato chip taste, the winner will receive a 1 Million Dollar award, Or get this taste of potato chips sales net profit of 1% percentage.

2012, the event attracted a large number of "junk food enthusiasts" to participate, through the Facebook application and short message two channels, collected 4 million taste ideas. Afterward, the pleasure organizes the chef, the famous gourmet, the food taste expert to set up the jury carefully selects and finally selected three best flavors: the cheese garlic fragrant bread flavour, the fried chicken waffles, the sweet chili sauce flavour. In May 2013, after 100余万名 consumers voted on Facebook, Twitter and text messages, the Frito, the happy Parent, announced that the cheese-flavored bread was the ultimate prize, and that the winner Karen Webber-mendham from Wisconsin State Blue Lake, is a child librarian.

For consumers, the "do Us a flavor" activities have two levels of significance: first, let them feel their own point of view has attracted the attention of enterprises, the second is to allow consumers to participate in product development, and send their own voice. Through the marketing competition, Frito, the parent company, has grown 3 times times as many Facebook fans in the U.S., and the company's sales in the United States have grown by 12%. In the January 2014, the pleasures decided to use the marketing again, and this time they joined a new rule that would allow consumers to vote on the four of chips in the final, but each new flavor must be extended on the basis of three original flavors of pleasure.

5, GoldieBlox: The adaptation of well-known songs

GoldieBlox may not be able to win rights, but they are willing to work for it. GoldieBlox is a company designed to promote girls ' interest in science and engineering by designing story books and toys for girls. In February 2014, the company became the first small company to put commercial advertising on the Super Bowl.

In the fall of 2012, GoldieBlox launched a marketing campaign in social media, where they raised 300,000 of dollars through Kickstarter to help the company solve the cost of producing the first products. At the end of 2013, GoldieBlox in social media circles. They launched a video of 3 little Girls singing the adapted lyrics under the melody of the "American" song created by the Beastie Boys Band. The video, which has gained more than 8 million views in just a week, has also been Ellen by Ellen DeGeneres and Arizona, State former politician Gabrielle on in Twitter. But the Beastie Boys never authorized the song to be used in commercials, GoldieBlox was sued by the band and accused of copying songs, infringing the song's copyrights and trademarks. In March 2014, the two sides finally reached a settlement, GoldieBlox agreed to make a public apology statement, and part of his income for charitable donations, the recipients were chosen by the Beastie Boys band selection decision.

GoldieBlox not affected, financial software developer Intuit held a "small company, Big game" contest ahead of the NBA Finals Super Bowl, and the winner will be given a 30-second live advertising opportunity for the 48th session of the Super Bowl. The live advertising session, hosted by Fox, is expected to be worth as much as $4 million for 30 seconds of television commercials. Eventually, GoldieBlox out of 15,000 small business rivals, winning the race with a fan vote. This time GoldieBlox also adapted the song of the Slade band cum on Feel the Noize. GoldieBlox lesson Wit, the song has been licensed for use in commercial advertising.

6, GoPro: This time do not talk about extreme sports

GoPro is a company that produces high-definition cameras. Now if you're going to record skateboarding, surfing, and other extreme sports videos, GoPro is almost synonymous with the field. But GoPro was successful in another way in social media. They have released a video about firefighters rescuing kittens, which have nothing to do with extreme sports.

The story took place in 2013 years, when a fire broke out in a small town of California State, a firefighter Cory Kalanick rescued a kitten during the rescue. The GoPro Hero3 high-definition camera was installed on his helmet, and the whole process was recorded. The video was then uploaded to YouTube, which attracted 1.5 million views in a few weeks (unfortunately, the last kitten died from inhaling smoke particles). In the fall of 2013, GoPro edited the video, adding the company logo and posting it on its official YouTube channel. The new video clips are more affectionate and attract more attention. The video was uploaded in just a week for 5 million hits.

The success of the rescue of kittens also has many reasons, on the one hand it makes the heart broken, while arousing people's feelings of life, on the other hand, it shows the GoPro camera in extreme conditions of ultra-high performance and efficient capture of moving instant High-tech. It is also worth mentioning that Foxconn, the Chinese electronics maker, won a 8.88% per cent stake in the GoPro company at the end of 2012 with a 200 million dollar price, and in February 2014 GoPro had submitted an IPO application and was listed by the end of June.

7, HelloFlo: An honest tampon

Walking on New York's Madison Avenue, you will find that the advertisements for feminine hygiene products are always more tactful--a group of women in white trousers are laughing and playing on the seashore, and the words "protection" and "freshness" of such advertisements are very vague.

Hellflo, a company that provides subscription services for menstrual care packages, does not agree with the current form of female hygiene advertisements and is determined to rewrite the rules of the game. The company launched an ad video about Camp Gyno, which touched consumers with frankness, humor and sincerity.

The video tells a teenage girl to attend summer camp when the story of menarche, but she did not panic, but to become a summer camp physiological health care, to the same dormitory sisters issued sanitary cotton. The girl was able to face menarche, from a word she remembered: "This is your present life." "Most of the girls in the summer camp don't know how to deal with this situation, but with HelloFlo's" menstrual care Package ", all problems are solved, the girls in the nursing bag found tampons, pads and even sweets.

HelloFlo was founded in March 2013. The video, which landed on YouTube in the summer of 2013, soon drew attention to the company. The advertising video launched 24 hours after the "advertising weekly" as the best advertisement of the day, the major media also on this forthright expression of the way to greatly praise. Video online One months attracted nearly 6 million views, and production costs only 6000 U.S. dollars.

8, Kmart: injected American Humor

Kmart, a well-known retailer of discounted goods, has recently been operating and depressed, and income has been declining. So they decided to work with the advertising agency FCB to revive the brand image. In order to promote the company's product delivery service project, Kmart designed a very interesting advertising film.

This online video ships My pants cleverly tells consumers that if the stock in the Kmart entity stores is sold out, they will send the goods to their customers ' homes for free. In the video, an elderly customer said: "I just express my trousers, it is very convenient." "Another customer, unconvinced, said:" I just express this bed. "By the end of 2013, there had been more than 20 million video browsing, and one person in every 9 audience would have forwarded the video to show that American humour was not obsolete."

In addition, the video also uses a lot of puns, but also makes people laugh. Even so, the retail chain does not seem to be profiting from it. In 2013, the company's revenues were still down 3.7%.

9, Playworld Bae: Use the game to trigger a sense of participation

Playworld Bae, a playground developer and fitness equipment maker, has recently started to enter social media marketing and has launched the write-play competition on its Facebook official homepage. The competition requires participants to post a short essay online to explain why they should promote sports in the community. At the same time, if you think a place can build a sports place, take a picture and pass it to Playworld Bae. After that, Playworld Bae selected 6 finalists, who were able to vote on the company's Facebook page. The final two venues were won by Parker's Woods Park and Illinois State's Norbert School in Mason City, Iowa. Playworld Bae free for them to build sports venues.

The Write to play game was Playworld's first attempt at social media marketing, but it worked very well. Within two months of the tournament, its Facebook homepage grew from 600 to 9000, and the local community supported Playworld. The big media are racing to cover the competition, helping the company "free" publicity.

10, Poo-pourri: Humor in the toilet

Bathroom Bathroom fragrance maker Poo-pourri A "refreshing" success, thanks to a viral marketing video called "American Don T Poop (goddess of the Queen)", cleverly making a difficult thing mainstream.

The video has elevated toilet humor to a new level. An elegant woman sits on the toilet and says in a funny tone: "You can't believe I just finished a tuba, but you can't smell it!" Solution is Poo-pourri deodorant, it can be in the toilet in the water on the formation of a protective layer of odor, so that the smell can not spread, keep the bathroom smell fresh.

Since the launch of the marketing video in September 2013, many media and Web sites have been reproduced, including the Huffington Post and the Jezebel website. In addition, the video also attracted the attention of the famous American host, Ryan Seacrest and the American talent show Judge Howard Stern. The video, which has 6 million views in just a week, is forwarded more than 278,000 times, meaning that one out of every 22 people watching the video will be sharing it in their social media circles. Not only that, the number of Poo-pourri Facebook's official homepage fans, thanks to the video, also grew 354%.

How to trigger people's desire to share?

To have a breakthrough in viral marketing, we must grasp the instinctive response of people.

Ylvis combinations may never learn the language of foxes, but they sing and produce a "fox" video. If you dig deeper, you'll find a very big secret, and that's the secret to success behind viral media marketing.

"What did the fox call it?" The music video was launched in September 2013, and after just two weeks, it got 40 million online browsing, and as of December 2013, it has reached an astonishing 276 million hits, making it one of YouTube's most popular videos of the year.

This song is silly, even a little strange, but it is undeniable that the whole song catchy, very easy to learn. "Fox" in different types of user groups have aroused resonance, although the form is simple, but got the virus-type crazy biography. Jonah Berger believes that in order to make a breakthrough in viral marketing, people have to grasp the instinctive response.

"Why do people share? There is a scientific basis for that." It's not accidental, it's not random. "If you understand the basic science of human behavior, you can predict who will share it, you can design viral content, including information, products, ideas, etc., and it's easier for people to spread it," Berger said. ”

Berger spent years studying the mechanism behind viral marketing, he identified six key drivers and, in English initials, summed up the six key drivers as Stepps, socializing--sharing something that looked good; triggering--instant arousal for talking about desires; Emotions are shared by care; the public--imitate what we see others do; practical values--can be used for journalists; stories--used to convey information.

"Every driver is a research-tested principle, and each driving wheel increases the likelihood of people talking about and sharing content, including Word-of-mouth brands, services that are worth sharing, and videos that go crazy on the Internet." Berger further explained, "we can say with certainty that if you have some of the characteristics of the information, you will increase the number of users involved in sharing and the likelihood of content being shared." ”

However, even if you understand and take advantage of these six key drivers, there is no guarantee that you will get a successful viral marketing. "When people are chasing the concept of viral transmission, there may be some problems with the marketing content that you create that may have nothing to do with branding," he said. "You can make a very interesting video that people will laugh at after they've seen it, but the content in this video is likely to have nothing to do with the products you sell or the services you offer." Many companies and organizations are chasing fascinating content without knowing how to use it to promote their brand. ”

In fact, Berger believes that small businesses need not worry too much about viral marketing, whether they are on a social network such as YouTube, Facebook, Twitter, or in the real world. "Sometimes companies tend to be more focused on technology, and they don't pay much attention to the psychological aspects of the user," he said. "With a little bit of word-of-mouth marketing on the internet, technology can be widely disseminated," Berger said. In fact, the user does not care about the technology itself, so enterprises do not focus on some special technology, you have to understand a question: why do people want to share your technology, your product or your service? How do you make each person who buys your product and visitors to your site want to talk about you? How to make people willing to share your content and bring you new opportunities? Of course you want your clients to be the marketing department of your company, and that's the key to Word-of-mouth virus marketing. The