Is influencer marketing part of your 2021 marketing strategy?
If yes, then this article might help you plan the strategy to make your campaign viral. Influencer marketing has become one of the most favourite marketing strategies of various marketers, especially those who are in the product sector. But multiple brands following the same strategy to attract the same audience, how can you create a special impression about your brand?
It is quite challenging and requires a lot of hard work to reach the targeted audience. You need to create, launch, monitor and of course optimize your campaign to get the best result. You can also try to make your campaign viral, but for that, you need to handpick the right influencers and a top-notch marketing strategy that can create a buzz about your brand among your target audience.
As a leading influencer marketing platform in India, we have helped various brands to meet their marketing goals that include viral marketing as well. From our experience, we have tried to provide some of the helpful insights for those who are looking for an effective influencer marketing strategy to elevate their brand reputation in 2021. Scroll down to discover more:
What is viral marketing?
To get started, here is the quick definition of viral marketing.
Viral marketing is a method of endorsing that relies on a well-designed viral strategy to attract the attention of the target audience. In short, it must carry a message that can spread like a virus.
This type of strategy is backed by avant-garde creating and presentation. To understand the entire concept, we are going to explain some of the key points like how viral marketing works, what are the benefits of such campaign, which influencers are the best choice for such campaign and many more.
How does viral marketing work?
Due to the rapid spread of social networks, brands are tending towards disseminating their message that can spread person to person. The idea is to let the users share the content as much as possible so that the entire strategy looks like organic and not staged.
Because of its extreme spreading nature, social media platforms are the perfect place for such kind of content. In most cases, funny and emotional content are the most widespread ones on YouTube, Instagram, Twitter, Facebook and social media platforms.
Creating viral content is very easy, create a content that is attractive to your target audience, it can either be video or GIF or other types of content. Post it on your social media and promote it targeted the right-minded audience. Then you don’t have much left to do except waiting for the users to like and share it.
Sometimes virality happens by accident, it can be uploaded or shared by a few users then all of a sudden it becomes the talk of the social media, it starts to circulate all around the internet. There are two basic strategies behind this kind of content: the shown and the concealed one.
Sometimes brands create such video under their banner and observe the reaction of the audience and in other cases, they keep their identity as a secret only reveal after the content get viral.
No matter what strategy you choose make sure that don’t look like ‘pushy’ or ‘spammy’. Instead of repeating the content choose an influencer to make it viral, later in this article, we will talk about how to choose the influencers who are perfect for viral marketing.
The idea of creating such content is to make a non-marketing movement, it is just for fun a great way to interact with your audience. The magic of such content is they are shared simply because of the audience like them.
Now brands are ready to pay a hefty amount to the influencer marketing platforms to get connected with proper influencers who can ensure the content goes viral. In reality, viral marketing strategy is extremely difficult to achieve, unless you have a clear marketing goal and understand the buyer persona better than your rivals.
Examples of viral marketing
1. Coca-Cola: “Share a Coke” campaign
Coca-Cola is the sixth most valuable brand in the world, it knows how to emotionally appeal its customers to keep them continuously connected with the brand. In 2012, Coca-Cola has come up with one of the most viral marketing campaigns in Australia later in India. Share a Cocke was an instant success in the market, the best part is Coca-Cola printed 150 most popular names of the country on the bottles apart from their conventional logo and design.
The objective was to create a more personal relationship with the customers and to inspire them to share their happiness with the company.
After the timeline of the campaign, the traffic of their site was increased by 870%. User with their names on the bottles have shared various pictures on their social; media profiles.
2. Pepsi: #PepsiSaveOurRestaurant
In this lockdown, Pepsi has collaborated with the food delivery app Swiggy and NRAI (National Restaurant Association of India) over a bunch of micro-influencers from food, beauty and lifestyle niche for their support small restaurants campaigns. They have announced the #PepsiSaveOurRestaurant, a fundraising initiative to provide over 2.5 million meals to the restaurant workers who are in distress. The campaign timeline was from June 25, 2020, to July 19, 2020, during that time when people order any Pepsi soft drink from Swiggy a portion of the profit would directly go to the NRAI COVID- 19 Relief Corpus.
Various celebrities, mega and micro-influencers were participated in the campaign to make it a huge success. This contribution helped them provide food to families of thousands of marginalized workers in the restaurant industry and to strengthen their bond with Pepsi.
3. Lays’ Smiles Packaging
Lays’ packaging campaign was a huge success among all-aged people that is clearly reflected in different social media platform especially on Instagram. The campaign was titled as “Smile Deke Dekho”, here they were leveraging the power of their main USP that is the packaging. The brand has worked with over 750 influencers to ensure the success of #SmileDekeDekho campaign. They wanted the top to generate visibility and awareness with new Lay’s smile packs which brought a new means of communication with the audience.
The thought behind the campaign was simple, to hit the emotional side of the customers, smile. A pack of lays with special smiley pictures can bring joy and smile to one’s face. The brand got over 185 million impression and 8.2 million engagement with 2000+ social media features.
Chumbak is an Indian designing and home décor company based in Bangalore. The company was founded in 2010 by Subhra Chadda and Vivek Prabhakar, it sells quirky home décor items like cushion covers, bed linen, table décor, bags and wallets and many more. The touch of ethnic Indian flavour is the main USP of the brand.
The couple sold their house to invest in this business, now they have over 400 varieties of products and grossed over 41Cr in sales. The brand has grown over 300% each year both online and offline. Moreover, they have also generated around 70 Cr from investors. From the viral point of view Chumbak’s products are hit because of Indian ethnicity with a touch of poshness that will amplify the personality of home, office or any other spaces. Customers love the colours, patterns, and prints which are very familiar with Indian culture. Their #bobbymissing campaign was a hit on Instagram, they have involved their audience in the campaign in an engaging way which was the key behind its success.
5. Cadbury dairy milk: “Kuch Achaa Ho Jaye” campaign
The main objective of the campaign was to celebrate the generous instinct in everyone and expressing as to how such emotions can strengthen the human relationship with one another. The brand focused on the emotional appeal of the customers to communicate with them.
This campaign is the extension of their previous campaign “Kuch Meetha Ho Jaye”. Upon asking to share the view upon launching the campaign Anil Viswanathan Director Marketing (Chocolates) says: “For many years now, Cadbury Dairy Milk has represented a plethora of emotions, from shared values such as family togetherness to shared good feelings and collective joy. On the brand’s 70th year in India, the new ‘Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’ campaign, will aim to recapture the Cadbury Dairy Milk spirit, strengthen connections with consumers and shine a spotlight on people that go the extra mile for others – the people that embody the Cadbury Dairy Milk spirit with little acts of kindness that bring people closer together. The Generosity campaign has won many accolades in markets like the UK and Australia, and we hope to revive the spirit of generosity with ‘Kuchh Achha Ho Jaaye, Kuch Meetha Ho Jaaye’ in India.”
They let the social media to digest the campaign and to attract more views, no doubt it was a huge success. Whenever people talk about viral marketing or successful influencer marketing Cadbury is one of the most exampled campaigns in India.
Your Takeaway from these viral marketing examples
As a leading influencer marketing platform in India, we have helped many brands to understand their buyer persona better so that they can reach their marketing goals easily. The better you understand the market the faster you can improve your brand reputation. After reading the examples of viral marketing you might be thinking about what are the key points that should be considered while planning such a campaign.
Having been the brains of various viral campaigns here are our suggestions:
Understanding your brand strength is important
In order to design a campaign that has viral potential, it is important to focus on the strengths of the brand instead of going for unsure or second-best things. The above-mentioned brands have always focused on their strengths to create an impression in the market.
Recognize the market gap
You must try to recognize the market gap and whether your products can fill it, you can highlight the potential of your product to drive sales just like Chumbak did. The more you focus on your uniqueness the more investors you can attract from the market.
Proper blogger and/or influencer partnership is imperative
Partner with famous celebrities, bloggers and influencers who already has their sets of audiences, it will be easier to reach the mass for your brand. The best example of collaboration is #PepsiSaveOurRestaurant campaign, not only they have partnered with celebrities but also micro-influencers who has great reach and engagement. The idea was to hit every stratum of society to generate maximum awareness and fund to support the community.
Measure your campaign performance
After launching a campaign keep micro checking, try to find out what part of the campaign people like the most and which age group is more responsive towards the campaign. It will not only help you understand the buyer persona but also you can plan your future content more efficiently.
Planning a campaign that has viral potential is tough, but not impossible. In most cases, brands don’t know the outcome, either they expect big but fail to achieve it or don’t plan anything but got huge success. So, you must take time to plan such a campaign, it requires a lot of research and trial and error. When Coca-Cola first planned writing most popular names on the bottles they were not sure how customers would react but it was a huge success. So, don’t keep your hopes high, focus on researching the current market and plan. If possible connect with a celebrity influencer marketing company who can assist you in planning such viral campaigns.
Go medium for starters
If you are doing influencer marketing for the first time don’t know how well it would perform for your brand, go for a medium-sized campaign that involves micro or mega-influencers who can easily fit within your budget. Also, try to connect with an influencer marketing platform in India that can assist you with proper marketing strategy and influencers who can ensure maximum success for your business.
Why viral marketing is important?
Virality is like a double-edged sword, but you have to remember one thing that the control of such content falls into the hand of the users. If they like your content they will share it for good, if not you might receive a lot of troll and memes, so make sure you are not giving any dual meaning message in your content.
Viral marketing is important to take your business to the next level where you can not only increase your sales but attract fresh sets of audience. Viral digital marketing is imperative to the brands who are looking to establish themselves in the competitive market.
There is no harm in knowing the benefits of viral digital marketing:
- Provide great reach
- Emotional appeal
- Boost brand reputation
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How to Choose the Right Influencer Marketing Platform for your Business?
Which influencers are best for viral marketing?
As a leading influencer marketing platform in India, we can help you get connected with the appropriate influencers who have the potential to make your campaign viral. However, honestly, there is no rule book regarding that particular influencer, viral marketing is all about reaching as many audiences as you can.
So, while selecting influencers you have to keep in mind two things that is: Reach and Engagement.
Select influencers who have the greatest reach, do not always fall for the number of followers. The more the reach the better your campaign will perform. Reach measures the number of potential customers hears/see the endorsing campaign. So, check the last five posts of the influencer and ask them to send a screen shot of their reach, you need to check other Instagram metrics to finalize an influencer for your viral marketing campaign. The best way to check such social media profile metrics is to work with an influencer marketing platform that has a huge database of bloggers and influencers who regularly collaborate with big brands.
Measuring engagement means you have to calculate the total number of likes, comments and shares, and divide the number with a total number of followers and multiply by 100 in order to get the average engagement rate percentage.
If you want to go viral do not hire an influencer below 15% engagement rate, if you are planning top celebrity influencers it is hard to get such engagement but as they are backed a huge number followers the campaign will get a good reach. On the other hand, if you work with micro-influencers you will get that engagement easily.
So, what is the perfect combination?
It would be rational if you work both with micro and celebrity influencers so that your content gets visible buy a large set of audience. Big brands always hire different sized influencers in a single campaign for example Pepsi, they have worked with big faces like Tiger Shroff and micro-influencers of different categories including food, beauty and lifestyle. You never how your campaign will perform among your audience so it is better to take chances if you have a flexible marketing budget.
How do you get viral marketing?
f you have read the article this far you know how to get started with a marketing campaign that has viral potential. If you are doing it for the first time don’t how to begin, connect with an influencer marketing campaign that has relevant experience in dealing with big brand campaigns. InfluGlue is the best celebrity influencer marketing company that can guide you to plan a viral marketing campaign for your business.
You need to invest in proper planning, make sure you can fulfil the market gap with your products and services. At InfluGlue a bunch of marketing gurus are always there to research the market so if you work with us we will provide the actual market analysis instead of false hopes.
Upon signing up, you can access our huge database of bloggers and influencers among which you can pick your suitable profiles for your campaign. From communicating with influencers to designing a top-notch campaign all will be the team’s responsibility. The best part is we provide best in the market influencer marketing services at an affordable package. We have experience in dealing with Big brands like Nestle Gerber, McDowell’s No 1 and may more so we can easily manage your campaigns and provide guaranteed result.
The main USPs of InfluGlue are:
- Extensive experience in dealing with influencer marketing campaigns
- Thorough market research
- Mammoth database of influencers and bloggers in India
- Affordable package
- Comfortable in short deadlines
- Provide campaign analytics
So, if you are looking for a viral marketing campaign connect with InfluGlue, the best influencer marketing company in India.
Looking for a viral marketing campaign, don’t to where to get started? Read this article to plan a spectacular campaign that can create a buzz in the market. Also, discover how can you get help from influencer marketing platforms in planning and executing such campaigns.