This document discusses viral and social marketing strategies. It provides examples of successful viral marketing campaigns that generated substantial media coverage and awareness with relatively small budgets. These campaigns engaged online audiences by encouraging user participation and sharing on social media platforms. Specifically, the document summarizes campaigns for Tourism Australia, Ford's Fiesta car launch, Burger King, and provides tips for crafting successful viral campaigns that allow audiences to spread the brand message through user-generated content.

1. VIRAL & SOCIAL MARKETING

2. The beginning...

5. Maturing into...

6. Trojan
In 2001Trojan blamed a lack of brand awareness for failing to enter UK Market

7. Trojan

8. the big dilemma...

10. Traditional media challenges..
• 78% of consumers trust peer recommendations, only 14% trust ads
• Only 18% of TV campaigns generate a positive ROI
• 90% of people that can skip TV ads, do.

11. Social media challenges..
• Over 20 hours of video content is uploaded toYou Tube every minute.
• YouTube alone now receives 1 billion views a day
• 325m users of Facebook, 500k new sign ups every day
• Users are too fluid to lock down to single touch points
• You can’t control what people are saying about you (only organise it)

12. The points of entry now look so different..

14. Create ideas that move through all mediums..

15. Don’t tell your audience the story,
allow them to tell your story for you..

16. Viral is now beyond a funny video or game..

17. • Sell tourism in a new and original way beyond banners, posters and TV ads.
• Agency created "The Best Job in the World" – a position that sounds too good to be
true.
• Look after a deserted Island for several months and get paid!

18. • 35,000 videos created in 197 countries
• During campaign the site was receiving 6M unique visits per month
• Substantial news coverage across shortlisted countries (50) - BBC ran an hour
documentary on the final.
• Media coverage estimated at over $100 million from a campaign budget of $1.2
million.
• And the agency estimates the campaign has reached 5 billion people through
media coverage
• Agency: Cummins Nitro
Campaign results

19. Text

20. Fiesta Movement case study
• No media spend.....
• Ford targetsYouTube generation with Fiesta launch
• Engage popular digital story tellers to market your product
• 6 month online campaign only
• Covered extensively by “offline” media
• Different themes; travel, technology, style and design, social activism, adventure and
entertainment.
• The story tellers broadcast regular updates viaYou Tube, blogs andTwitter.

22. Campaign results
• 4.3 millionYouTube views thus far from 1000+ videos created by
storytellers
• 500,000+ Flickr views from 13,000 photos created
• 3 million+ Twitter impression
• 600+ Blogs posted content
• 37% of GenY audience were aware of the Fiesta before its launch
• 50,000 interested potential customers, 97% of which don’t own a Ford.
www.fiestamovement.com
Agency: JWT/Undercurrent

23. • Burger King launches a Facebook application, encourages
users to remove Facebook friends.
• Delete ten friends from profile and get a free Whopper.

24. • 230k friends were removed by 83k people in less than a week.A great
example of real engagement from users....
• Facebook shuts it down, citing privacy issues..
• Estimate investment; $50,000
• Estimated return: $400,000 (press/media value)
Campaign results
Agency: Crispin Porter

25. • Keep your objective simple and plain
• Be blunt, don’t over crowd your message
• Use viral video as a conversation starter
• What does the press release look like?
Tips for successful viral campaigns

26. Thanks for your time