Viral advertising Gil Lavie


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Viral advertising Gil Lavie

  3. 3. LOOK AT IT AS A PROJECT Work Process – Art & Science CREATIVE – Is the meme strong enough? (R&D) PRODUCTION – Is the meme well executed? (Programming) POST-PRODUCTION – (Debugging, patching) SEEDING – Does the seeding plan cover all bases? (Marketing)By Gil Lavie
  4. 4. CAN “MEMES” BE ENGINEERED? YES Creative agencies which repeatedly crack memes quickly move to the big league. Working with them can better ensure success, but it costs a pretty penny! NO What goes viral is always a fluke. Just look at “Charlie Bit Me” or “Harlem Shake” if you don’t .believeBy Gil Lavie
  5. 5. THEORYBy Gil Lavie
  6. 6. Definitions Advertising – Defined: Paid non-personal communications from an identified sponsor using mass media to persuade or influence an audience. Viral Advertising – Defined: Unpaid peer-to-peer communication of provocative content originating from an identified sponsor using the Internet to persuade or influence the audience to pass along the content to others. In reality, the paid-for views generate unpaid views. These unpaid views are known as earned media. Source: Wells, Moriarty and BurnettBy Gil Lavie
  7. 7. ADVERTISING Push vs. Pull Conventional ads are PUSHED We are exposed to over 3,000 marketing messages each day. Billboards, print, radio, TV, banners, pop-ups, etc.By Gil Lavie
  8. 8. VIRAL ADVERTISING Push vs. Pull Viral ads are PULLED Creativity of the ad propels exposure (Web enabled) Something worth watching, but also worth forwarding or sharing.By Gil Lavie
  9. 9. VIRAL ADVERTISING The Goal & Focus GOAL To use consumer-to-consumer as opposed to company- to-consumer communications - to disseminate information about a product. FOCUS To create an environment in which consumers voluntarily market to one another, thereby voluntarily acting as brand ambassadors.By Gil Lavie
  10. 10. NOT MUCH HAS CHANGED Word-of-mouth Word-of-mouse WOM eWOM Viral Marketing is a technique that can CAUSE a word-of-mouse EFFECT.By Gil Lavie
  11. 11. KEY VIRAL ELEMENTS A viral campaign should be:  Humor/Funny  Sexy  Artistic Original High emotional threshold   Surprising  Optimistic ‫סף רגוש גבוהה‬  Emotional  Provocative  Thought-provoking  Punchy (twist)  Hermetic / To the pointBy Gil Lavie
  12. 12. METHODOLOGY (1) Example: Scuba Accident Host Memes Scuba accidents, funny bald guys, fear of baldness, bald jokes, word play… Humor Contradiction - A guy about to die should not be thinking about his hair loss. Self-deprecation, word play… Viral Elements Funny Surprising Original – 1st time connecting h/air in underwater situation Provocative – Disguised as a scuba accident Hermetic – No flaws in the logic. It really could happen. Social Context Is now the time? ‫קרקע פוריה‬ Over 3M organic views Since R>1, more paid seeding will generate more viewsBy Gil Lavie
  13. 13. ADVANTAGESBy Gil Lavie
  14. 14. VIRAL ADVERTISING Advantages • Media-free (in theory) • Self-targeted • Measurable • Lives forever • Voluntary • Immediate call-for-action • Peer-to-peer endorsement • Less regulated / Uncensored • No geographical boundaries • Individual appealBy Gil Lavie
  15. 15. VIRAL CREATIVE IS DIFFERENT NEW MEDIA Individual Appeal Active Viewing OLD MEDIA Social Group Appeal Passive ViewingBy Gil Lavie
  16. 16. VIRAL ADVERTISING Objectives & Benefits Examples: Fiat Panda, mysupermarket, Support Your People, Make Love Not Terror, etoro, JamesAllen, Snapily. Holyland, etc. 10 powerful memes generated well over 300 million views. Branding //Branding Positionin Positionin gg Buzz/WO Buzz/WO Targeted Targeted MM Traffic Traffic Awarenes Awarenes Viral Campaign ss Video Video Call-for- Call-for- Search Search action action Optimization Optimization Different Objectives lead to different CreativesBy Gil Lavie
  17. 17. THE INDUSTRYBy Gil Lavie
  18. 18. HOW MUCH DOES IT COST? 100% 80% 60% 40% 20% 0% 2002 2007 2012 2017 Creative Production SeedingBy Gil Lavie
  19. 19. VIRAL ADVERTISING INDUSTRY How it all started From email forwarding of viral video commercials, to “sharing” and “liking”. Late 90’s April 2001 ViralFactory “Headrush” First industry viral ever made!By Gil Lavie
  20. 20. VIRAL ADVERTISING INDUSTRY From then to now 2002 London, U.KBy Gil Lavie
  21. 21. VIRAL ADVERTISING INDUSTRY Where’s the app?By Gil Lavie
  22. 22. PHILOSOPHYBy Gil Lavie
  23. 23. PHILOSOPHY What’s a “meme”? A “meme” is a contagious idea (joke, smart saying, new theory…) that when unleashed into a population of people, exhibits a similar growth pattern to that of a viral epidemic. – Richard Dawkins, “Selfish Gene”, 1976By Gil Lavie
  24. 24. Philosophy More on memes A meme is like a gene, only it’s a unit of culture. The same principles of evolution should apply to it:  Has a Host  Transfers Information  Competes for Survival  Success drives it (It doesn’t care for the truth)  Replicates (When jumping from mind to mind)  Mutates  Evolves A meme is the mutating replicator in human cultural evolution. – Richard DawkinsBy Gil Lavie
  25. 25. Philosophy The science of Memetics Based on Universal Darwinism, Memetics can be simply understood as a method for scientific analysis of cultural evolution. It’s not yet officially recognized as an academic science. Competing Fields Sociobiology – Social behavior has resulted from evolution. Evolutionary Psychology – Human behavior is a result of psychological adaptations that evolved to solve problems in our environment. Examines traits (memory, perception, language) from evolutionary perspective.By Gil Lavie
  26. 26. MEGA MEMES Resurrection Adaptations Islam Christianity Virgin Eugenics Mary Politics Survival Social Secularism of fittest Darwinism Judaism Food Liberty Evolution Creationism Holy Natural DNA Land Selection Freud Democracy GOD Technology Zionism Sex Inventions Capitalism Atheism Open Source -Multi Communism Freedom culturalism Love Marriage Of Speech ‫שוויון‬ ‫בנטל‬By Gil Lavie
  27. 27. HUMORBy Gil Lavie
  28. 28. HUMOR IS VIRAL Studies show that funny content is shared more than sexuality, animals, violence, children… Think of jokes…By Gil Lavie
  29. 29. Source: INSIDE JOKES, Using Humor to Reverse-Engineer the Mind – Hurley, Dennett, Adams (2011) SCIENCE OF HUMOR Mirth ‫עליצות‬ No emotional attachment to the object (Accidents/pain, Religious fanatics) Object must be personified to be funny (Ex. clouds, landscapes) Relates to aggression (sarcasm) and fight or flight response (Ex. Lion Cat) Relates to love & sex (Oxytocin), play (tickling), fear (death), creativity Helps us fall in love, overcome fear (death), forms our identity (theory of superiority), fights depression (optimism), lowers stress (comic relief) Theory of Surprise – Plato Theory of Incongruity – A result of contradictions Real vs. Ideal (Differing world views, perceptions, interpretations, expectations, beliefs…) Evolutionary reward system for creative problem solvingBy Gil Lavie
  30. 30. COMPUTATIONAL HUMOR Computer-generated joke: What kind of murderer has a moral fiber? A cereal killer The survey also found that men preferred more aggressive jokes, as well as sexual innuendo, while women preferred word play. Men like women who laugh from their jokes. Women like men who make them laugh. Example: World’s funniest joke - 2 hunter jokeBy Gil Lavie Source: Laugh Lab, Richard Wiseman, The World’s Funniest Joke
  31. 31. METHODOLOGYBy Gil Lavie
  32. 32. METHODOLOGY (2) Example: Backgammon Host Memes Backgammon, music (Flamenco), dance, relationships, sex, tricks, gambling, chance, show-off… Humor Contradiction - A girl doesn’t behave that way. Our expectation is contradicted with what “really” happened, causing us to be surprised. Self- deprecation. Viral Elements Funny Sexy Fantastic – World of fantasy, surreal Surprising – Twist Original – 1st time for this trick Provocative – Bizarre enough Hermetic – No flaws in the logic. Use of Product & Slogan. Social Context Is now the time? ‫אליפות העולם בשש בש‬ Over 10M views Over 50 user-generated uploads…By Gil Lavie
  33. 33. METHODOLOGY (2) Example: Orange Video Host Memes Dogs, talking dogs, action, technology… Humor Contradiction – Dogs don’t talk and if they did, they wouldn’t talk like a mafia boss. Viral Elements Funny Fantastic – World of fantasy Surprising Original – 1st time connecting dog in mobile video call Provocative – A little bit considering it’s Orange Hermetic – It “really” could happen. Use of service. Slogan. Social Context Is now the time? ‫הייפ על דור שלישי...הבורר‬ 300K views in Israel Divergence from Orange’s Brand DNABy Gil Lavie
  34. 34. SEEDINGBy Gil Lavie
  35. 35. SEEDING THEORY 1,000,000 900,000 800,000 700,000 R – Reproductive Rate 600,000 500,000 400,000 0.99 N ÷ (1-R) 300,000 200,000 0.95 0.90 R 100,000 0.50 0 0.10 1,000 10,000 Additional viewers R - Reproductive Rate When R>1, it’s an epidemic because Seed Base 0.10 0.50 0.90 0.95 0.99 on average each person forwards to 1,000 1,111 2,000 10,000 20,000 100,000 more than one person. 10,000 11,111 20,000 100,000 200,000 1,000,000By Gil Lavie
  36. 36. SEEDING THEORY Gladwell vs. Watts Malcolm Gladwell – Influencers start trends Two-step Flow  Personal Influence (Katz & Lazarsfeld 1955) Law of the Few  Spread of memes made simple Duncan Watts – Influencers can’t start trends Need people with high connectivity and low resistance Accidental Influentials (Ex. Wild fire) Re-did Milgram’s experiment – 6 degrees of separation – 64,000 sample – Superconnectors exist but only account for 5%. Something doesn’t add up… Sources: “Viral Marketing for the Real World” & “Accidental Influentials” Harvard Business Review 2007, Duncan Watts & Jonah Piretti “Is the Tipping Point Toast?”, Fast CompanyBy Gil Lavie
  37. 37. SEEDING THEORY Duncan Watts Global cascades (epidemics) don’t require few influentials, but a critical mass of easily influenced connected people. In simulations, most trends started with the average Joe, but when influencers started them, they spread further! Don’t try to engineer success through Influentials. Susceptibility is crucial for trend starting (Ex. Hush Puppies) Whether everyone is easily persuaded is more important than how persuasive the early adopters are.Sources: “Viral Marketing for the Real World” & “Accidental Influentials” Harvard Business Review 2007, Duncan Watts & Jonah PirettiBy Gil Lavie
  38. 38. SEEDING THEORY Duncan Watts “Reliably designing messages to exhibit viral properties is extremely difficult, as is predicting which particular individuals will be responsible for spreading them” Companies are NOT like epidemics, they can create enormous seeds. Big-seed Marketing Big-seed Marketing combines viral marketing tools with old-fashioned mass media to yield more predictable results than “purely” viral approached.Sources: “Viral Marketing for the Real World” & “Accidental Influentials” Harvard Business Review 2007, Duncan Watts & Jonah PirettiBy Gil Lavie
  39. 39. SEEDING TECHNIQUES Good seeding is lot of hard work that can’t be fully automated. Reach out to Bloggers, FB administrators, Journalists, etc. with relevant content that gives their readers enough entertainment value. BE CREATIVE! THINK TACTICALLY! REACH CRITICAL MASS! (Example: Pot Noodle – Youtube: Tipping Pot (Guinness Spoof)By Gil Lavie
  40. 40. SUMMING IT UPBy Gil Lavie
  41. 41. SEEDING THEORY ‫?"אז מה זה "ויראלי‬  Returns the investment (ROI)  Reproductive Rate (R) > 0.90  Posted on at least 1 blog organicallyBy Gil Lavie
  42. 42. HOW MUCH CAN A GOOD MEME SAVE? 100 80 60 40 Cost of 20 production held constant 0 Weak Meme Strong Mega Meme Meme Production Cost Paid Media Earned MediaBy Gil Lavie
  43. 43. WHAT’S YOUR MEME? Building the umbrella concept VTAGO Post your special moments and tag with friends Special moments? Embarrassing situations. Frimper Speed video dating Dating? Show the exaggerated misery of blind dates Pixplit Collaborative split photos INHERENTLY VIRAL APP & FORMULA FOR HUMOR!!! Hilarious split personality situation? Split screen video - Spit screen photo series with quotes SmileCaster Fund Your Cause & Receive Videos Smile is a huge meme to play with EatWith Dine in homes around the world Food? Pick one point and exaggerate the heck out of it!!!By Gil Lavie
  44. 44. GUARANTEEING VIRAL SUCCESS Check List & Shortcuts  Never compromise on the creative meme.  Jokes are public domains.  Use Internet celebs that have followers (seed base).  Product Placement (existing popular content).  Synergize photos with relevant quotes (LOL cats).By Gil Lavie
  45. 45. THE END Gil Lavie 45