The Art of Going Viral

Recently I was one of those crammed into a packed conference room to attend the DMA’s ‘Go Viral While You’re Young’ event - a morning of talks that looked at the different ways that an idea or campaign can capture the public’s attention and, yes, ‘go viral’.

Over the course of three sessions we heard tales from Cancer Research UK, who managed to pick up on an initiative (the #NoMakeUpSelfie) that was already well on the way to becoming a phenomenon, and using it to raise much needed funds and awareness of their cause.

We heard from the integrated agency Elvis, who explained how they took a brand like Cadbury Crème Egg and captured the imagination of those on social media.

And we heard from Nick Entwistle, a freelance creative and the founder of One Minute Briefs, who has built his own burgeoning portfolio by developing a ‘brand’ for himself that went viral.

The talks were all very different but each shared some similar underlining messages that will be useful for all agency folk to remember the next time a client asks them for an idea that they want to “go viral”.

1. Keep the idea simple

The viral ideas discussed were all the more shareable because lots of people could get involved. The ‘tasks’ that the brands were asking the public to do - such as the No Make-Up Selfie - allowed plenty of room for people to get creative, but wouldn’t require too much effort. If you wanted to get involved, you could with a simple photo. Too often, it was said, you have brands thinking they have a shareable idea but the public won’t get involved because you’re asking too much of them. They still have busy lives!

2. Know Your Audience

But if your brand does have a specific target market, make sure you know them intimately. For the Crème Egg campaign, Elvis found that lots of people say they’re ‘Crème Egg eaters’ but when probed would not be able to remember the last time they ate one. It gave them a different take on the campaign from the off, and would help shape an idea that would have more chance of ‘going viral’. They knew how to talk to their audience on their level, in the manner that worked for them.

3. React Quickly

Cancer Research UK made it very clear from the start that #NoMakeUpSelfie wasn’t their idea. But they had the speed of thought and the structure in place to capitalise early enough to help make it their own. That’s what’s important now - that there are community management teams and members of the marketing department who are always on and always ready to help push the momentum as soon as it gathers. We saw Waterstones do it well when a tourist was inadvertently trapped in their store one night, and other brands will be able to take advantage too providing their team is set up right.

4. Don’t Rely On It!

And here’s the most important rule of all. Think of going viral as a bonus. Never plan for it! The moment a client asks in a brief for an ‘idea that will go viral’, the alarm bells should be ringing. You can’t expect it to happen. You can certainly come up with a great idea that gives it a nudge in the right direction, but if your entire strategy is based around an idea going viral and picking up free media from shares, then that’s a dangerous game to play. Support your idea with the right media. And when Twitter goes crazy for it, you can then start enjoying the ride.