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How Did Gangnam Style Go Viral?    The Gangnam Viral-Marketing Style Playbook         @10Yetis www.10Yetis.co.uk +441452 3...
Agenda Caveats & Key People Pre launch recipe Execution of the campaign Keeping it alive Dying with Dignity The Vira...
Caveats First to review viral aspect of Gangnam Style in such  depth We had to make a number of assumptions Time may re...
Pre Launch Recipe   YG had a clear goal        Wanted a foothold in USA music industry        Set up USA Division in 20...
Execution of the Campaign Teased the campaign to key media before launch    2x Tweets from @AllKPop teasing video Place...
Keeping it Alive Organic media pick up started to grow one month  after launch    Gizmodo first to run    Gawker pick u...
Keeping it Alive… cont 1 Huff Post ran a story, little visual impact on search  and tweet volumes but may have triggered ...
Keeping it Alive… cont 2 This is the time (relatively late stage) that Celeb  tweets came in e.g. Katy Perry (13k RTs) M...
Keeping it Alive… cont 3 Scooters influence and marketing database triggers  the biggest spike of the campaign Scooter a...
Dying With Dignity As search and tweet volumes declined, media  appearance requests for Psy increased, showing  how many ...
It’s Stat Time Bitches 1,191,235 Twitter comments, 25,490,717  Facebook shares, 7,012 Google Blogger Platform  mentions12...
The 6 Golden Rules for “Going Viral”1. Have a final goal in mind (likes, shares, sales leads, entering new territory)2. Or...
Thanks I used the following services to help with this  work: Topsy (pro), Twitter, Google News, Google Insight  for Sea...
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How Did Gangnam Style Go Viral? The Viral Marketing Playbook

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Ever wondered "how did Gangnam Style go viral"? We at 10 Yetis believe that we are the first agency to take an indepth look at how Psy, YG Entertainment and Gangnam Style became such an online viral hit. We even include the golden tips to securing a great viral campaign.

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Transcript of "How Did Gangnam Style Go Viral? The Viral Marketing Playbook"

  1. 1. How Did Gangnam Style Go Viral? The Gangnam Viral-Marketing Style Playbook @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis
  2. 2. Agenda Caveats & Key People Pre launch recipe Execution of the campaign Keeping it alive Dying with Dignity The Viral Recipe Stats Golden Rules For Going Viral @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis
  3. 3. Caveats First to review viral aspect of Gangnam Style in such depth We had to make a number of assumptions Time may reveal a few errors in our assumptions! If so, let us know! @10Yetis, andy@10yetis.co.uk, Facebook.com/10Yetis Key people: Psy (singer), YG Entertainment (Korean record label), Scooter Braun (USA Music Manager) @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis
  4. 4. Pre Launch Recipe YG had a clear goal  Wanted a foothold in USA music industry  Set up USA Division in 2011 http://bit.ly/UGsXA6 Had developed a large platform on which to seed a campaign  2.5m subscribers on YouTube channels  Unknown number in email database but likely to be millions  Multiple high profile Twitter profiles courtesy of artists under management  Psy himself is established artist, American educated Seeding platforms were ORGANICALLY grown – not gamed Video was catchy, shareable, crossed social, economic and language boundaries (humour, colourful etc) Video had topical people alongside Psy. Dancing kid from Korea’s Got Talent and two comedians/entertainers. Gave it “home appeal’ in South Korea. @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis
  5. 5. Execution of the Campaign Teased the campaign to key media before launch  2x Tweets from @AllKPop teasing video Placed video online and seeded via their own established and engaged audiences High impact first day – 500k of video views Immediate number one in home charts (South Korean)  This brought it to Western audiences via people who look for Eastern trends to report on, e.g. Billboard.com @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis
  6. 6. Keeping it Alive Organic media pick up started to grow one month after launch  Gizmodo first to run  Gawker pick up  Billboard made it mainstream (controversial write up caused debate and a rise in awareness) Celebrity tweets had minimal initial impact, contrasts with previous explanation about reasons for success @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis
  7. 7. Keeping it Alive… cont 1 Huff Post ran a story, little visual impact on search and tweet volumes but may have triggered CNN TV piece - http://huff.to/UGJdkB & http://bit.ly/UGJJzh CNN caused huge spike & this triggered YouTube Trends to write story on Gangnam Style being video of the month http://bit.ly/RI6spX Triggered multiple broadcast news pick up, the most high profile being (probably) SkyNews Daily Mail demonstrated its ability to spot emerging search trends and piggy back by writing 9 (nine) articles about Psy/Gangnam Style @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis
  8. 8. Keeping it Alive… cont 2 This is the time (relatively late stage) that Celeb tweets came in e.g. Katy Perry (13k RTs) Mainstream media got on board: Mashable, Time Mag, Economist. I believe Washington Post piece (http://wapo.st/VqRGUZ ) triggered Associated Press article (http://bit.ly/TCJe9B) that got global pick up. Tweet and search volumes then slowed BUT, there was clearly a plan! Major news – Psy signed to Scooter Braun, Justin Bieber’s manager! Major shot in the campaign arm… http://bit.ly/VqS5GQ @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis
  9. 9. Keeping it Alive… cont 3 Scooters influence and marketing database triggers the biggest spike of the campaign Scooter accelerated the campaign (see what I did there) via: Britney tweets, Ellen TV show appearances, MTV Award appearances and his wider portfolio of artists promoting Psy via their twitter platforms Growth slowed and Scooter got Psy on NBC Today show – Boom! Guinness was the final push, as Gangnam video breaks world records for views/likes @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis
  10. 10. Dying With Dignity As search and tweet volumes declined, media appearance requests for Psy increased, showing how many media were late to the story Psy travelled around the world servicing media requests and handled each one expertly He has secured deals with several high profile companies YG Entertainment has strong foothold in USA and great contact database (via Scooter Braun etc) @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis
  11. 11. It’s Stat Time Bitches 1,191,235 Twitter comments, 25,490,717 Facebook shares, 7,012 Google Blogger Platform mentions120 Google Search Volumes Graph100 80 60 40 20 0 Jul Jul Jul Aug Aug Aug Aug Sep Sep Sep Sep Sep Oct Oct Oct Oct 15, 2012 22, 2012 29, 2012 05, 2012 12, 2012 19, 2012 26, 2012 02, 2012 09, 2012 16, 2012 23, 2012 30, 2012 07, 2012 14, 2012 21, 2012 28, 2012 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) Twitter Mentions Graph200000015000001000000 500000 0 Jul Jul Jul Aug Aug Aug Aug Sep Sep Sep Sep Sep Oct Oct Oct Oct 15, 2012 22, 2012 29, 2012 05, 2012 12, 2012 19, 2012 26, 2012 02, 2012 09, 2012 16, 2012 23, 2012 30, 2012 07, 2012 14, 2012 21, 2012 28, 2012 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 00:00 (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) (UTC) @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis
  12. 12. The 6 Golden Rules for “Going Viral”1. Have a final goal in mind (likes, shares, sales leads, entering new territory)2. Organically grow a large seeding platform of engaged followers (online and database driven)3. Create content that is engaging & shareable and crosses social/economic/language boundaries4. Tease to known fanatics and early adopters5. Have a plan to reignite the campaign along the way (media)6. Have an exit strategy/cease the campaign, leaving people wanting more @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis
  13. 13. Thanks I used the following services to help with this work: Topsy (pro), Twitter, Google News, Google Insight for Search, Google Blog Search, ViralVideoNetwork.com, AllKPop.com, YouT ube and YouTubeTrends, Facebook Any corrections, please send to andy@10yetis.co.uk or @10Yetis or www.Facebook.com/10Yetis Useful resources:Strategy: www.aSocialMediaAgency.comVideo: www.Online-Video-Company.co.ukSeeding/Media: www.10Yetis.co.uk  @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis
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