Viral marketing is a promotional strategy that relies on an audience to spontaneously generate and amplify the message of a product or service. On social media, marketing achieves “viral” status when it spreads rapidly among the general public, often surpassing its intended audience.
In the context of India, modern viral marketing on social media can be exemplified by the popularity of local memes or trending regional content.Study the rapid control of events like the “Pawri Ho Rahi Hai” trend or the “Rasode mein kaun tha?” memes on Indian social networking sites. These memes and trends gain momentum because they strike a chord with people, prompting widespread sharing and engagement.
Viral marketing thrives on the contagious nature of social media, where compelling content can quickly reach a vast audience through likes, shares, and reposts, amplifying its reach beyond initial expectations.
2 Types Of Viral Marketing
Organic Viral Marketing
Organic (or spontaneous) viral campaigns develop with minimal or no intervention from marketers. Sometimes, a message spreads virally without any deliberate effort from the brand. This can occur with both negative and positive messages about a brand, presenting an opportunity or challenge depending on the sentiment.
A notable example of an organic viral campaign in India occurred with the sudden popularity of “Kolhapuri chappals” in urban fashion circles during the early 2000s. Initially worn primarily in rural Maharashtra, these traditional footwear gained urban appeal through word-of-mouth and social media, without any orchestrated marketing campaign from the manufacturers.
In such cases, the success of the campaign hinges on participants actively choosing to share the message or adopt the product. When successful, these organic campaigns can significantly enhance brand equity at a minimal cost. Marketers must relinquish some control over the brand narrative to facilitate genuine communication between consumers, which is crucial for fostering trust and maximizing the campaign’s impact.
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Amplified Viral Marketing
Amplified (or controlled) campaigns are meticulously planned with specific goals for the brand, utilizing distinct methods to propagate the message that can be tracked and measured by marketers. An example of a controlled campaign in India was the “Dumb Charades” campaign by Flipkart:
- The goal was to increase app downloads and engagement.
- Participants were encouraged to play a digital version of the classic game and share their experiences, effectively spreading awareness about Flipkart’s app.
In eMarketing strategies, viral campaigns play a crucial role in several ways:
- Properly planned viral campaigns can significantly boost link popularity, benefiting the SEO strategy. It’s important to ensure easy linkage from the campaign microsite to the main website.
- While measuring brand awareness can be challenging, it remains a primary objective of viral campaigns. Targeting the right demographic and maintaining clear branding is essential without compromising the campaign’s social appeal.
- Viral campaigns have the potential to drive direct responses such as newsletter sign-ups, consumer-generated media (CGM) collaborations, and measurable increases in sales directly linked to the campaign’s effectiveness.
KEY TAKEAWAYS
Viral growth:
Viral growth occurs when a message spreads exponentially, as seen in the rapid dissemination of the “Har Ghar Modi” campaign during the 2014 Indian general elections.
Campaign unpredictability:
Viral marketing campaigns are complex and unpredictable, but their exponential growth indicates increasing attempts at leveraging digital connectivity.
Types of campaigns:
Viral marketing comprises two main types: amplified (or controlled), such as Amul’s witty topical advertisements, and organic (or in the wild), like the spontaneous spread of the “India Against Corruption” movement on social media.
Electronic connectivity:
Viral marketing leverages people’s connectivity to accelerate word-of-mouth. Communities with shared interests, needs, and lifestyles often propagate compelling content, exemplified by the viral spread of regional memes and social causes in India.
Brand sponsorship impact:
When sponsored by a brand, viral messages enhance product or service awareness and attract qualified leads, as demonstrated by the success of OnePlus’ grassroots “Never Settle” campaign in India.
This revised version highlights how viral marketing principles manifest in the Indian context, emphasizing local examples and their impact on brand awareness and engagement.