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Digital Marketing Webinar
Learnings Of A Viral Video
Marketer -Finding The Method To
The Madness
March 27, 2015 | Aashish ...
Learnings of a
Viral Video
Marketer
“Finding the method to the madness”
By Aashish Chopra
Who am I to be talking
about viral marketing?
about me
Total internet base in India estimated at
354 million users
213 million mobile internet users
by June 2015
importance of v...
India to have the largest number of Facebook
users on mobile by 2017
100 million mobile users in 2015
Whatsapp: 70 million...
the challenge
• Too much competition
• Chaotic newsfeeds
• Falling attention spans
the challenge
Question:
What is our average
attention span today?
the challenge
what is a viral?
what is a viral?
“a happy accident”
story of the first viral
“From an idea to radio interview in 18 hours”
story of the first viral
“From an idea to radio interview in 18 hours”
• Uploaded on YouTube
• Featured on StoryPick
• A f...
story of the first viral
Key Learnings
• Topical content works
• Make it ‘news-worthy’
• Inspire action
the next viral - applied learning
The Fool’s day prank video. Featured on Storypick, Travel
Daily Media, India Business Bl...
the next viral - applied learning
Key Learnings
• topical content works (newsjacking)
• brand DNA in the video
the case of travel hacks
the case of travel hacks
Question:
How many views did this
video get on YouTube
on the first day?
the case of travel hacks
the case of travel hacks
• Nominated for Best Viral Campaign of the year - IAMAI awards
• Won Best Viral Campaign - DMAI a...
the case of travel hacks
Key Learnings
• Make it share-worthy (friends tagging)
• Move fast and engage (2-3 min video)
• S...
experiments / applied learning
visa free video
experiments / applied learning
● Made for mobile screens: clutter
free, 2-3 minutes length, formats
● Got 250k views on Fa...
experiments / applied learning
vacation
deprived
video
experiments / applied learning
hotel hacks
video
experiments / applied learning
hotel hacks
video
● 15 second rule, make it
compelling
● Got 850k views on facebook
● Viral...
other half of the battle
Distribution Strategy
• Tuesday launches
• Thumbnail and Copy (titles/desc/wall copy)
• Multiple ...
newsjacking
newsjacking
“Newsjacking is the practice of injecting your
ideas into a breaking news story and
generating tons of social ...
newsjacking examples
newsjacking examples
newsjacking examples
newsjacking examples
last words
- Don’t make an Ad (BS detectors)
- Don’t start with intent of ‘viral’ (result)
- Obsess about your users
- Thi...
last words
It’s not about being creative;
but about being creative consistently
Do 10 experiments; 2 will work
just like m...
thanks :)
Aashish Chopra
@aashishc
ixigo videos
YouTube: www.youtube.com/ixigorocks
Facebook: www.facebook.com/ixigo/videos
www.digitalvidya.com
Found It Useful?
Found it Useful?
Join Upcoming Digital
Marketing Webinar live!
http://www.digitalvid...
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Learnings Of A Viral Video Marketer – Finding The Method To The Madness

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Learnings Of A Viral Video Marketer – Finding The Method To The Madness

  1. 1. Digital Marketing Webinar Learnings Of A Viral Video Marketer -Finding The Method To The Madness March 27, 2015 | Aashish Chopra (Manager - Content Marketing at ixigo.com) www.digitalvidya.com
  2. 2. Learnings of a Viral Video Marketer “Finding the method to the madness” By Aashish Chopra
  3. 3. Who am I to be talking about viral marketing? about me
  4. 4. Total internet base in India estimated at 354 million users 213 million mobile internet users by June 2015 importance of viral marketing
  5. 5. India to have the largest number of Facebook users on mobile by 2017 100 million mobile users in 2015 Whatsapp: 70 million users in India! YouTube is already big! “For marketers, this is where the action will be” importance of viral marketing
  6. 6. the challenge • Too much competition • Chaotic newsfeeds • Falling attention spans
  7. 7. the challenge Question: What is our average attention span today?
  8. 8. the challenge
  9. 9. what is a viral?
  10. 10. what is a viral? “a happy accident”
  11. 11. story of the first viral “From an idea to radio interview in 18 hours”
  12. 12. story of the first viral “From an idea to radio interview in 18 hours” • Uploaded on YouTube • Featured on StoryPick • A full screenshot story on Buzzfeed • Found its way to Reddit • Featured on NDTV, IBNlive and Daily Bhaskar • Two Radio interviews on Radio Mirchi
  13. 13. story of the first viral Key Learnings • Topical content works • Make it ‘news-worthy’ • Inspire action
  14. 14. the next viral - applied learning The Fool’s day prank video. Featured on Storypick, Travel Daily Media, India Business Blog and few others.
  15. 15. the next viral - applied learning Key Learnings • topical content works (newsjacking) • brand DNA in the video
  16. 16. the case of travel hacks
  17. 17. the case of travel hacks Question: How many views did this video get on YouTube on the first day?
  18. 18. the case of travel hacks
  19. 19. the case of travel hacks • Nominated for Best Viral Campaign of the year - IAMAI awards • Won Best Viral Campaign - DMAI awards Facebook Reach
  20. 20. the case of travel hacks Key Learnings • Make it share-worthy (friends tagging) • Move fast and engage (2-3 min video) • Solve a problem; make it useful • Storytelling beats production value ($) • ‘Shares’ the new currency on social (3.5l) • Facebook emerges as game changer • Facebook (sharing DNA) vs YouTube
  21. 21. experiments / applied learning visa free video
  22. 22. experiments / applied learning ● Made for mobile screens: clutter free, 2-3 minutes length, formats ● Got 250k views on Facebook ● Another 250k when a famous politician shared it. ● Adding a ‘Call to Action’ button on the video got 6% CTR, app downloads jumped. (ROI) ● A user downloaded it and posted it on his Facebook page, which got another 2.4 million views! visa free video
  23. 23. experiments / applied learning vacation deprived video
  24. 24. experiments / applied learning hotel hacks video
  25. 25. experiments / applied learning hotel hacks video ● 15 second rule, make it compelling ● Got 850k views on facebook ● Viral on whatsapp: no way to measure, stories still come today ● Featured on popular international blogs around the world ● ‘Call to Action’ applied on the video, got 5% CTR (ROI)
  26. 26. other half of the battle Distribution Strategy • Tuesday launches • Thumbnail and Copy (titles/desc/wall copy) • Multiple versions: FB, YT, Whatsapp • Initial seeding: cross platform, core group (100 shares 10 minutes) • Facebook: promote on organic curve • Outreach to 3pm content blogs
  27. 27. newsjacking
  28. 28. newsjacking “Newsjacking is the practice of injecting your ideas into a breaking news story and generating tons of social media coverage and engagement.” Brand DNA + Breaking News
  29. 29. newsjacking examples
  30. 30. newsjacking examples
  31. 31. newsjacking examples
  32. 32. newsjacking examples
  33. 33. last words - Don’t make an Ad (BS detectors) - Don’t start with intent of ‘viral’ (result) - Obsess about your users - Think storytelling, not high production ($) - Why would anyone share it? - Does it have repeat viewing value? - Users first, branding next; give value - Make it for mobile screens - Facebook native video; Whatsapp
  34. 34. last words It’s not about being creative; but about being creative consistently Do 10 experiments; 2 will work just like movie studios 80% of success is showing up - Woody Allen execution is everything
  35. 35. thanks :) Aashish Chopra @aashishc ixigo videos YouTube: www.youtube.com/ixigorocks Facebook: www.facebook.com/ixigo/videos
  36. 36. www.digitalvidya.com Found It Useful? Found it Useful? Join Upcoming Digital Marketing Webinar live! http://www.digitalvidya.com/

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