Marketers aim to spread the word about their brand to a wide audience and they often do this by making their content go viral. Viral marketing is a technique in which the marketers use intentionally to spread their message quickly. Just like a virus, the viral marketing campaign spreads from one person to another, resulting in a large number of views, substantial quantity of social-media shares and noteworthy brand awareness. Here are the top few examples of viral PPC marketing campaigns of the few PPC companies that gone viral in past few years –
. Old Spice – “The Man Your Man Could Smell Like” Campaign
Old Spice is still considered as the king of the viral marketing with its humorous and out of the box ad campaigns. It came out with its brand character, the Old Spice man who appeared in “The Man Your Man Could Smell Like” PPC campaign in the year 2010. The Old Spice man “Isaiah Mustafa” created a stir with his ad, which was created in order to appeal to the female audience in order to give a subtle message to men to buy Old Spice. This Ad video campaign got superb positive reviews and YouTube views, garnering of more than fifty four million of views on YouTube.
. Dove “Real Beauty Sketches” PPC Campaign
In April 2013, Unilever, with its PPC management ad agency Ogilvy and Mather Brazil, came out with Dove Real Beauty Sketches Ad campaign in order to empower women about how they look. The campaign was a short-film featuring on the FBI trained sketch artist “Gil Zamora”. He was shown sketching the two portraits of women based on the description given by them and on how they were perceived by the strangers. Neither did the artist himself look at the appearance of the women’s, nor were the women’s aware of the social experiment.
When the portraits were then placed side by side, and notable differences were found between them. It is found that the portrait based on the stranger’s description was more attractive than the portrait based on self-description. The message of that campaign aimed is to convey that “You are more beautiful than you think”.
The video of the ad campaign was viewed for more than 114 million times in the first month and was uploaded in 25 languages to 33 of the Dove’s YouTube channels to reach the consumers in over 110 countries.
According to survey by Visible Measures, the Dove Real Beauty Sketches video was the most watched Internet video of the year 2013. It was seen that there was a tremendous increase in its YouTube subscribers and Twitter and Facebook followers. The video not only went viral but also won 19 Lions including a Titanium Grand Prix.
. ALS Ice Bucket Challenge
The ALS Ice Bucket Challenge was started in the year 2014, which was an online effort in order to raise awareness for people with Amyotrophic Lateral Sclerosis (ALS) disease and to raise funds.
The PPC campaign was able to raise $ 115 million in a span of just eight weeks. The challenge for the people is to pour a bucket of ice cold water over their head and challenge minimum of 3 people to do the same and make a donation to The ALS Association.
The PPC campaign became successful and viral with over 17 million of people participating in the challenge worldwide. Many celebrities including Bill Gates, George W Bush, Tom Cruise, Mark Zuckerberg, Rafael Nadal and Cristiano Ronaldo took part in this Ad campaign challenge.
. “Deez Nuts” – Frontier Airlines
With the Deez Nuts all over the internet, some clever marketing person at Frontier Airlines saw an opportunity and snatched it up. “Deez fares are nuts,” the company said on their website and in their emails – “Get 50% off with this Promo Code: DEEZNUTS”. The promotion is a bit of an endorsement for the fictional presidential candidate submitted to the Federal Elections Commission Filings by a 15 year old Iowan named “Deez Nuts”.
. Oreo’s Lights out – The Super Bowl Moment
If you are a football lover then you must remember a moment of darkness during the third quarter of Super Bowl XLVII in the year 2013. The power in the Super dome went out for 34 minutes causing advertisers to quickly think on their feet. No brand pulled off more of a timely and creative response other than Oreo. Understanding the importance of the cross-channel advertising, Oreo’s social media team and PPC management agency, 360i, leaped at this chance in order to create a clever Ad campaign on Twitter. The team tweeted “Power out? No problem,” with a dimly lit image of the lone Oreo biscuit with the caption, “You will still dunk within the dark”. This message caught on almost immediately on social media, gaining nearly 20,000 retweets and more than 20,000 likes on Facebook – pretty impressive for a one-off joke made by a cookie.