Viral marketing is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a virus spreads from one person to another. Viral marketing is useful as a stand-alone marketing tool or as a part of a larger campaign that uses multiple kinds of marketing. It is especially attractive to smaller businesses or companies because viral marketing can be a cheaper alternative to traditional marketing efforts.
Dove Real Beauty Sketches
What may go down as the viral campaign of 2013, Dove once again challenged our perceptions of beauty. With Dove Real Beauty Sketches, the brand invited a group of
women to sit down with a sketch artist and describe themselves to him. The brand then asked strangers to describe the same women. The artist then showed the pictures side by side showing the negative perception many women have about their own looks. The brand wasn’t pushing a specific product. It was making a statement and a powerful one at that. What I most love about this campaign is that it shows if you make a fantastic piece of content, people will do the viral marketing for you. If there’s one thing you can take away from reading this blog post, please let it be that.
Google Android: "Friends Furever"
Android's "Friends Furever" video is simple, cute, totally curated and was the most shared video ad of 2015. While the curation probably took a while, there wasn't much original content creation going on here, it's really just a series of clips of unlikely animals palling around together. I mean, who doesn't want to see a parrot feeding spaghetti to a husky? Or a monkey climbing onto a horse's back? And yet, the video was shared more than 6.4 million times, according to video ad tech company Unruly.
Reebok: "25,915 Days"
The average human lives for 25,915 days and Reebok wants us to use those days to continuously honor and push our bodies to their physical limits. Their video promoting the #HonorYourDays campaign doesn't contain any spoken words, but the message is powerful: Make the most of the days you have by, as they put it, "honoring the body you've been given." The video follows one woman's relationship with running in reverse, from her running the Reebok-sponsored Spartan Race as a middle-aged woman, to running track in high school, all the way back to the day she was born. It's a great way for Reebok to communicate their brand mission of changing how people perceive and experience fitness at every age and of letting customers know they'll be there to cover their athletic gear needs throughout their lives.
Evian
Evian found great success with its Roller Babies campaign, which is the most-viewed viral advertisement of all time. The babies perform their routine after a title card indicates that drinking Evian water would make you feel as young and energetic as those babies. People are amused by the roller-skating babies but do not necessarily connect that imagery to the Evian brand. It is possible that the target audience for a video of animated babies is not the same demographic of people who would ever by Evian water under any circumstances. The footage of the babies was no more relevant to Evian than it would have been to any brand.
Marks & Spencer: Mrs Claus
In "Christmas with love from Mrs Claus", this female protagonist is revealed as the true mastermind behind the magic of Christmas. After waving goodbye to her husband as he ventures into the snow to deliver presents around the world, Mrs Claus embarks on a special project, helping six year-old Jake send his sister a thoughtful present. Rather than foregrounding the brand’s products as in previous years the focus is shifting towards personal storytelling. While this formula is in no way new, take John Lewis’ various tear-jerker Christmas spots as examples, Marks and Spencer certainly succeeds in telling a story far less told.
Google Android: "Friends Furever"
Android's "Friends Furever" video is simple, cute, totally curated and was the most shared video ad of 2015. While the curation probably took a while, there wasn't much original content creation going on here, it's really just a series of clips of unlikely animals palling around together. I mean, who doesn't want to see a parrot feeding spaghetti to a husky? Or a monkey climbing onto a horse's back? And yet, the video was shared more than 6.4 million times, according to video ad tech company Unruly.Reebok: "25,915 Days"
The average human lives for 25,915 days and Reebok wants us to use those days to continuously honor and push our bodies to their physical limits. Their video promoting the #HonorYourDays campaign doesn't contain any spoken words, but the message is powerful: Make the most of the days you have by, as they put it, "honoring the body you've been given." The video follows one woman's relationship with running in reverse, from her running the Reebok-sponsored Spartan Race as a middle-aged woman, to running track in high school, all the way back to the day she was born. It's a great way for Reebok to communicate their brand mission of changing how people perceive and experience fitness at every age and of letting customers know they'll be there to cover their athletic gear needs throughout their lives.Evian
Evian found great success with its Roller Babies campaign, which is the most-viewed viral advertisement of all time. The babies perform their routine after a title card indicates that drinking Evian water would make you feel as young and energetic as those babies. People are amused by the roller-skating babies but do not necessarily connect that imagery to the Evian brand. It is possible that the target audience for a video of animated babies is not the same demographic of people who would ever by Evian water under any circumstances. The footage of the babies was no more relevant to Evian than it would have been to any brand.Marks & Spencer: Mrs Claus
In "Christmas with love from Mrs Claus", this female protagonist is revealed as the true mastermind behind the magic of Christmas. After waving goodbye to her husband as he ventures into the snow to deliver presents around the world, Mrs Claus embarks on a special project, helping six year-old Jake send his sister a thoughtful present. Rather than foregrounding the brand’s products as in previous years the focus is shifting towards personal storytelling. While this formula is in no way new, take John Lewis’ various tear-jerker Christmas spots as examples, Marks and Spencer certainly succeeds in telling a story far less told. 
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