Online viral campaigns

Two parts good messaging

One part great timing

Three parts idea

Marry An American outcomes
• 1,000,000 unique visits
• 45,000 sites linking to it
• Over 100 media hits (CBC, CNN, NYT,
NPR, BBC, etc.)
• More than 6000 double opt-in e-mails

• Time to produce: 1 weekend
• Total cost: $44 (Canadian!)

Rinse. Wash. Repeat.
• Lessons from the Billionaires:
– Strong brand: contains the message
– Campaign is built around participation
– Netroots to grassroots

Rinse. Wash. Repeat. Win.
• Now add:
– Tangible win opportunities
– Long-term campaign plan
– Integration with offline campaign

Web hub

E-mail template

Activist blogs

Video PSAs

Ladder of engagement

Capturing the moment
• Live video from the action
• Several e-mail blasts that day
• 1000s of calls to Kimberly-Clark
headquarters (tied up phone for hours)
• Sense of urgency, sense of the
importance of participation

The network: get the word out!
• Grist magazine interview
• Corpwatch story
• Act4Love partnership
• BENNY Awards (Business Ethics
Network)
• Other articles

Kleercut outcomes to date:
• 1000 new activists/month for 20 straight
months
• Over 150,000 messages sent to K-C
• Nation Day of Action (media attention)
• Ad placed in the New York Times
• Shareholder resolution introduced