10. Viral Successes
Schmaltz = Feel Good
Dove has had great
success innovating w/
social media viral
campaigns dating back
to Dove Evolution in
2005:
56M+
11. Viral Successes
Big Brand Example – Pepsi MAX
• March 2013: Fake
“Test Drive”
• 44M views
• Humor w/ brand
present; not overt
13. Viral Successes
Little Brand Example – Blendtec
• Will it Blend? - Tom Dickson, founder, simply attempts to
blend unusual items to show off power of blender
• Appeals to an inner desire of us all
• Leverages brand
equity of others
• Compels
comments
• Updates
– iPhone 5s, 5c
• Branding
ever-present
• WIB as of 3/21/13:
294.1M views
14. Viral Successes
Variables & Commonalities
• Catvertising – cats (over
the top fan demographic)
• Short and edited well
• Humor
• Compelling to share
• Simple to execute
– Leave the more
complicated Jeff Gordon hidden camera set-ups to
the big brands
15. My Clients and Social Media
Yokohama Tires
Upcoming social promotion
• Prizes
– A few or many? – time value perception
– Prize related or buzzworthy promo products?
• Social engagement component
• Metrics judgment
16. My Clients and Social Media
Reading Eggs
Online reading program for ages 3-7
Viral efforts have not borne large followings
Ideas?
17. My Clients and Social Media
Ideas for Baja Fresh
Poor buzz ratio across category: I&O 0.09%, Rubio’s
0.96%, BF 0.63%, CH 1.07%. Compare: Disney 1.53%,
MBZ 1.32%, YOK 2.5%
18. My Clients and Social Media
Ideas for Santa Monica C&VB
• 2.11% Buzz
• Compelling
brand
• Vested
audience
• Visuals
galore
19. Non-Profits and Social Media
Bialecki Kidney Cancer Foundation
fightkidneycancer.org (new)
• Donor fatigue in St. Louis
• BKCF supports research in
Kidney Cancer. All proceeds go
to the national Kidney Cancer
Foundation in Evanston, IL
• Family foundation – est. 12 yrs
• Traditional fundraising: Musical
events by members of St. Louis
Symphony
• Ideas?