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VIRAL VIDEO: CAN YOU
PLAN FOR SUCCESS?

@bhatnaturally
2011

‘LET’S MAKE A VIRAL VIDEO’

IMAGE
2014

‘ L E T ’ S M A K E O U R V I D E O G O V I R A L’

IMAGE
A D S . A C T I V AT I O N .
STUNTS.
VOLKSWAGEN, SUPER BOWL 2012
GOOGLE SEARCH, ‘REUNION’
G R E AT A D S . U N U S U A L A C T I V AT I O N .
JAW DROPPING STUNTS.
W H AT M A K E S B R A N D
FILMS GO VIRAL?
#1 CENTRAL IDEA ROOTED IN A
SIMPLE, SINGLE-MINDED BRAND
PROMISE.
V I R G I N AT L A N T I C : E X P E R I E N C E
F I R S T C L A S S T R AV E L
#2 EVOKES AN EMOTION:
L A U G H T E R , J O Y, E X H I L A R AT I O N …
TEARS
B R I T I S H A I R W AY S G O F U R T H E R T O G E T C L O S E R
#3 EFFORTLESS
E N T E R TA I N M E N T
# 4 A T W I S T. A U D A C I O U S
OR OTHERWISE
# U P F O R W H AT E V E R
#5 LESS BRAND. MORE
E N T E R TA I N M E N T
CAN A BRAND FILM BE
ENGINEERED TO GO VIRAL?
Image

YOU CAN ADD ALL THE
INGREDIENTS. BUT CANNOT
GUARANTEE SUCCESS.
POINTERS FOR BRANDS
1 . R E L E VA N C E > $ $
2. ARE PEOPLE WHIPPING OUT THEIR
PHONES TO CAPTURE YOUR EVENT?
3. THE ‘UPWORTHY’
H E A D L I N E T E S T.
• Sites which focus on showcasing viral content have

their own ‘grammar’

• BuzzFeed’s ’23 great images from…’ to StoryPi...
4 . T H E ‘ C H O C H W E E T ’ T R E AT M E N T
H E L P S . ( B U T H E Y, D O N ’ T R E LY O N I T
TOO MUCH).
#BESTBUDS
5. GEOGRAPHY IS
H I S T O R Y.

Image
• Global audience guaranteed if video goes viral
• The TNT ‘Push for drama’ film was staged in

Belgium; The Fastweb activ...
Image

6 . L E V E L P L AY I N G F I E L D
• All brands are treated equal
• David can take on Goliath in an industry
• Brands with little or no budget have a chance ...
7. SLICK EXECUTION.
G R E AT V I D E O S .
8. SOCIAL MEDIA SHOUTOUTS.
I N T E G R AT I O N .
“Nobody reads ads People read what interests
them. Sometimes it is an ad.”

–HOWARD GOSSAGE, AD GURU, 1950
• Extrapolate the Howard Gossage statement to 2014
• People read (or engage in) things that interests them:

sometimes it ...
SO, CAN YOU PLAN FOR SUCCESS

• Don’t set out to make a viral video. Set out to make

honest, great work

• Can learn from...
@bhatnaturally
Viral videos and brands: can you plan for success?
Viral videos and brands: can you plan for success?
Viral videos and brands: can you plan for success?
Viral videos and brands: can you plan for success?
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Viral videos and brands: can you plan for success?

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What makes brand videos go viral? Can we add ingredients that increase the chances of a brand video going viral, if not guarantee it?

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Transcript of "Viral videos and brands: can you plan for success?"

  1. 1. VIRAL VIDEO: CAN YOU PLAN FOR SUCCESS? @bhatnaturally
  2. 2. 2011 ‘LET’S MAKE A VIRAL VIDEO’ IMAGE
  3. 3. 2014 ‘ L E T ’ S M A K E O U R V I D E O G O V I R A L’ IMAGE
  4. 4. A D S . A C T I V AT I O N . STUNTS.
  5. 5. VOLKSWAGEN, SUPER BOWL 2012
  6. 6. GOOGLE SEARCH, ‘REUNION’
  7. 7. T N T, ‘ P U S H T O A D D D R A M A’
  8. 8. G R E AT A D S . U N U S U A L A C T I V AT I O N . JAW DROPPING STUNTS.
  9. 9. W H AT M A K E S B R A N D FILMS GO VIRAL?
  10. 10. #1 CENTRAL IDEA ROOTED IN A SIMPLE, SINGLE-MINDED BRAND PROMISE.
  11. 11. V I R G I N AT L A N T I C : E X P E R I E N C E F I R S T C L A S S T R AV E L
  12. 12. #2 EVOKES AN EMOTION: L A U G H T E R , J O Y, E X H I L A R AT I O N … TEARS
  13. 13. B R I T I S H A I R W AY S G O F U R T H E R T O G E T C L O S E R
  14. 14. #3 EFFORTLESS E N T E R TA I N M E N T
  15. 15. • Sometimes when the aim is to ‘make a viral video’ the effort shows • An amateurish, forced video is most often the result • Even when an ‘event’ is planned, a twist is ensured, a slick video is shot and all the boxes are ticked… • That magic could still be missing
  16. 16. # 4 A T W I S T. A U D A C I O U S OR OTHERWISE
  17. 17. # U P F O R W H AT E V E R
  18. 18. #5 LESS BRAND. MORE E N T E R TA I N M E N T
  19. 19. CAN A BRAND FILM BE ENGINEERED TO GO VIRAL?
  20. 20. Image YOU CAN ADD ALL THE INGREDIENTS. BUT CANNOT GUARANTEE SUCCESS.
  21. 21. T H E H I N D I C I N E M A PA R A L L E L • Every major commercial film promotion follows the same pattern: teaser, music release, an item number, participation in reality TV shows as the character… • But even greatly promoted movies flop
  22. 22. POINTERS FOR BRANDS
  23. 23. 1 . R E L E VA N C E > $ $
  24. 24. 2. ARE PEOPLE WHIPPING OUT THEIR PHONES TO CAPTURE YOUR EVENT?
  25. 25. 3. THE ‘UPWORTHY’ H E A D L I N E T E S T.
  26. 26. • Sites which focus on showcasing viral content have their own ‘grammar’ • BuzzFeed’s ’23 great images from…’ to StoryPick’s ‘This shy guy went on stage and what followed will surprise you’ type headlines
  27. 27. 4 . T H E ‘ C H O C H W E E T ’ T R E AT M E N T H E L P S . ( B U T H E Y, D O N ’ T R E LY O N I T TOO MUCH).
  28. 28. #BESTBUDS
  29. 29. 5. GEOGRAPHY IS H I S T O R Y. Image
  30. 30. • Global audience guaranteed if video goes viral • The TNT ‘Push for drama’ film was staged in Belgium; The Fastweb activation was staged in Milan • GoPro has fan following in markets they are not present in • Even regional or local brands have the scope for global exposure
  31. 31. Image 6 . L E V E L P L AY I N G F I E L D
  32. 32. • All brands are treated equal • David can take on Goliath in an industry • Brands with little or no budget have a chance to compete with deep-pocket, big brands
  33. 33. 7. SLICK EXECUTION. G R E AT V I D E O S .
  34. 34. 8. SOCIAL MEDIA SHOUTOUTS. I N T E G R AT I O N .
  35. 35. “Nobody reads ads People read what interests them. Sometimes it is an ad.” –HOWARD GOSSAGE, AD GURU, 1950
  36. 36. • Extrapolate the Howard Gossage statement to 2014 • People read (or engage in) things that interests them: sometimes it is a Facebook post, a tweet, en email newsletter, a brand video, an app… • How can we be interesting to the viewer: key question
  37. 37. SO, CAN YOU PLAN FOR SUCCESS • Don’t set out to make a viral video. Set out to make honest, great work • Can learn from & include ingredients of past successes • But success cannot be guaranteed • It still calls for some magic
  38. 38. @bhatnaturally

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