So you want to make it big and go viral?
I’ll be nice and let you readers know what the 3 R’s are right now, instead of placing it right at the bottom of my blog post:
- Right Message (content)
- Right Messengers (person/audience)
- Right Environment (platform/medium used)
With these 3 R’s, if you follow it correctly, it will lead you the way towards going viral. Another important concept of viral marketing that I want to inform is the impact of ‘Word of Mouth’. (Kaplan & Haenlein, 2011).
Now when we talk about viral marketing, I’m sure we have all heard about the ‘ALS Ice Bucket Challenge’ , or the Old Spice Brand who came up with the video of ‘The Man Your Man Could Smell Like’ , or ’22 Pushups Challenge’, but what I want to introduce to you all today is a viral campaign by The World WorldLife Fund (WWF). The campaign was launched in attempt to raise awareness about the endangered and threatened species.
As many of you know, images sent through Snapchat only appear for a short matter of seconds as they can’t be saved, just like in real life. WWF had a series of selfies that showed endangered species, and created a hashtag of #LastSelfie to go with the images. These selfies were placed on Snapchat, with the emphasize towards saying that if we do not take action, then these endangered species will disappear, just like how the Snapchat selfies disappear (Burgett, 2014).
WWF knew that Generation Y were a generation to spend majority of their time on social media, so it was only appropriate that WWF found the right medium and the right message to send it across towards the targeted population. Understanding that Snapchat was an application source that was popular amongst teens, the images sent through Snapchat would disappear within a matter of seconds, with no changes of it being able to be seen again. This was ultimately the message that WWF wanted to send across to their viewers, that these endangered species too can disappear and not be seen again if no action is taken place.
Snapchat was the perfect platform, being the right medium/environment to use as it aligned so well with the campaign of #LastSelfie. The message for this campaign was powerful in the sense that Snapchat photos and videos ‘disappear’ after a ten second countdown.
And the result of this?……. (Mobile Marketing Association, 2014
Here’s a short video for all those who are interested in the #LastSelfie campaign!
So, what are your thoughts on this viral campaign of #LastSelfie? Did you feel that it was successful? Did you enjoy the campaign? Because I most certainly did feel like it was a great campaign. In my opinion, I felt that it really touched me. Be sure to let me know your thoughts in the comment section below.
For those who found this viral blog post to be interesting, I want to share a few other viral campaigns with you’s too. Also, if anyone comes across an interesting viral campaign that hasn’t been mentioned, please feel free to let me know. I would be delighted to hear about them!!!
Until next time,