The document outlines key insights from creating a viral video, highlighting effective strategies and lessons learned. It emphasizes the importance of emotional connection, proper public relations, and careful planning. The 'World's Toughest Job' video is used as a case study to illustrate successful elements of viral content.

1. Anatomy of a Viral Video
#FUTUREM
Kazi
Ahmed
@kaziahmed
VP,
Group
Digital
Director
Mediahub/Mullen
Eric
Williamson
@edubble_u
SVP,
Director
of
Digital
&
Content
Strategy
Mullen
Jon
Ruby
VP,
Crea@ve
Director
Mullen

2. THE
ANATOMY
OF A
VIRAL VIDEO

4. www.mullen.com/worldstoughestjob

5. ADVERTISING

9. post·mor·tem
pōstˈmôrtəm
noun
A methodical fact-finding mission of learning
from previous actions that we all agree we
should definitely do after every initiative…
but never actually do.

10. SIX
LESSONS

11. YOU KNOW
WHAT THEY SAY

12. INSIGHT 1
MOMS AREN’T THE
PROBLEM, WE ARE

13. INSIGHT 2
HARD WORK, BUT
NOT A “REAL JOB”

14. THE NEW
MEDIA HACK

15. PR: MEDIA
FEEDBACK LOOP

16. BABIES OR CATS

17. MAKE IT COUNT

19. 2.7M IMPRESSIONS
800K SOCIAL SHARES
MOST SHARED ADWEEK
ARTICLE OF ALL TIME
INFLUENCED 13+
OTHER MEDIA OUTLETS

23. DON’T SCREAM
INTO THE WIND

26. CONTROVERSY:
A GOOD THING

27. HATERS

29. What a surprise, the World’s
Toughest Job video is just a
corporate pitch for greeting
cards

30. What a surprise, the World’s
Toughest Job video is just a
corporate pitch for greeting
cards

31. What a surprise, the World’s
Toughest Job video is just a
corporate pitch for greeting
cards

33. PEOPLE NEED
TO FEEL

37. 1. DON’T ASSUME ON INSIGHTS
2. PR IS A MUST
3. DAY ONE IS KEY
4. LAUNCH ALONE
6. EMOTION = SHARING
5. BE COOL UNDER PRESSURE

38. SERIOUSLY,
THERE’S NO FORMULA