Hi guys!! I’m back with yet another blog and this week the topic is – Virality aka Viral Marketing 🙂
That’s right… How???
It’s actually quite simple! In fact, we are part of the reason why some campaign got viral!
Word-Of-Mouth
WOM had played a hugeee and let’s be honest, it is one of the biggest part towards a marketing campaign. But to achieve a successful WOM, can be a little tedious!
Bet you didn’t know, there steps to achieve a successful WOM. Literally. STEPPS. Which are known as the Principles of Contagiousness.
Of course, its not necessary for the campaign to include all six principles for them to create a successful campaign!
Let me share with you my thoughts on what are the more important principle 🙂
Triggers
This principles is rather in trend right now and there are a few popular examples that I can mention. In fact, others might have already talked about it.
Lazada
For Lazada, they first got viral by hiring Lee Minho to be part of the ambassador for their 11.11 campaign.
Of course, it was viral for the wrong reason, but Lazada did manage to gain a huge traction towards their brand! Which I believe it is a good trigger towards them.
The latest viral campaign by Lazada just happened recently! It’s their 3.3 campaign which features talents from local news media company SGAG. Once again, getting viral for due to their badly autotuned jingle played in the ad. But still, Lazada is on the roll! Constantly ensuring they get the attention for themselves.
Shopee
Needless to say, Lazada has got their very own competitor – Shopee. In fact, Shopee had gone viral even earlier since 2019. In Thailand, they hired BlackPink as their ambassador and got them to film a short 30s ad with their iconic hit song.
Shopee also manage to get Ronaldo to be an ambassador of theirs and the response was immaculate. Like come on who wouldn’t be shock to see Ronaldo dancing to Baby Shark in an ad right? I would haha.
Iconic isn’t it? Guess Shopee was a step ahead!
Emotion
I got to say, Emotion can be one of those that really attracts your attention and spread words about the campaign. Especially ones that get you emotional and feel the same as the ad, the ad that will make you text your friends and go, “omg this ad touches my heart” or “damn I relate to the ad so much!”.
These campaign might make you feel sad, happy, anxiety while or after watching it but regardless the outcome, they definitely make you feel something that is share worthy!
Video above is actually one of the most iconic campaign held by Singapore to deter gamblers from gambling addiction. The campaign motive was for them to actually feel guilty for making their family suffer. Which actually worked very well!
Shane's Blog 
2 replies on “Time To Get Viral!”
Hi Shane!
Wonderful read as usual, in my opinion i feel that actually with the right celebrity, right jingle and following the trends it is quite easy to go viral. However do you feel that STEPPS is absolutely necessary in viral marketing?
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Hi Hayley, thanks for commenting!
In my opinion, it may not be necessary to follow strictly the STEPPS. I believe it all relies on a persons’ creativity! That’s when they can categorise where that idea actually belongs to, instead of trying to come up with an idea according to the STEPPS. It may hinder and limit a persons’ creativity if they try to create something with the STEPPS in mind.
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