Key Successful Factors to Run Viral Campaigns
According to Hubspot, viral campaigns are advertising techniques that leverage the power of visual content to market a brand. If an advertiser shares creative and unique content, the probability of it spreading like wildfire is high. The main impact of viral campaigns is higher engagement rates and greater brand awareness.
The immediate impact of viral campaigns is astronomic increase in sales. In particular, the more people that are aware of your brand, the more the sales. This is because viral content tends to attract viewers to the featured brand. Usually, the customers associate the capability of creating viral content to better customer service and great products.
There is an increased competition in crowded advertising spaces. The average US-consumer is exposed to approximately 3,000 advertising messages in only one day (Kimmel, 2005). Most of the digital ads barely get noticed with such high volume of ads. The industry has been witnessing a shift in the advertising concept to more tangible and memorable ad techniques.
Some tactics win by introducing elements of surprise and creativity as strategy to provoke consumers attention and to make it memorable. The guerilla concept has been applied by niche advertising agencies that lately have been targeting consumers by placing ads on daily consumables as door hangers, pizza box toppers, prescription bags, drink coasters, Custom Coffee Sleeves, hotel key cards, valet tickets, restaurant placemats and dry cleaner hangers as advertising space placing the message in the hand of the target audience.
This innovative method has been used by such niche agencies focus on the unconventional nature enhances the assimilation of the message that has a direct impact on increasing the brand recall rate
Here some practical examples:
1. A beer snack manufacturer that promotes a new product launch on beer coasters in NYC bars
2. The pharmaceutical companies can promote the new medication by placing a message on branded pharmacy bags in reputable pharmacy venues close to hospitals
3. A new museum offering a coupon discount on coffee cups targeting millennials
4. A high-end product advertised on hotel room key cards targeting high-end consumers
5. The new fitness center offering a promo code on pizza boxes after ingesting a decent amount of calories!
What challenges does a guerilla marketer face when running viral campaigns?
Easy as it might sound, viral marketing is quite an uphill task to the guerilla marketer. One of the biggest challenges faced in creation of good content. According to Hubspot, the scale at which the content goes viral depends on the nature of content. Usually, content that makes people hooked to their devices has better chances of going viral.
The second challenge is access to a good platform. Today, there are numerous social media platforms but each one treats viral content differently. This is because of the demographic that makes the majority on each platform. Thirdly, a guerilla marketer faces the challenge of converting the views into direct actions. While many people might view the viral content, just a few might actually follow up with direct actions.
Unconventional advertising is ideal for higher engagement rates
Unconventional advertising encompasses all the tactics that leverage on the surprise element to increase brand engagement. Admittedly, all advertisers desire to earn as much engagement rates as the impression rates. Particularly, this is a huge problem for traditional media because of their inability to attract enough attention.