Three weeks ago, an unknown, unsigned 23 year old café employee named Christina Perri found her life changed by So You Think You Can Dance — without dancing a step. Billy Bell and Kathryn McCormick danced to Perri’s mournful “Jar of Hearts” on the June 30th telecast, and after overwhelming response on the singer-songwriter’s MySpace, the ballad was rushed to iTunes, where it’s since sold more than 100,000 copies. (read full story from Entertainment Weekly)
Perri is a viral success.
Unless you live in a cave, you have probably heard of the Old Spice Guy by now. This is another campaign that went from being a odd set of commercial to an online viral success. But it didn’t go viral for no reason.
Here are a few things they did to help the campaign reach viral success:
- They had a product worth talking about. (can also be a service) This is a must. If you want people to talk about you, you have to give them a product or service that they care about.
- They understood their audience and used platforms they cared about (television, youtube, twitter).
- They found a fun way to talk about the product. You have to admit, the commercials are hilarious.
- They made it easy to share. All of the commercials were posted to YouTube, making it incredibly easy to share them.
- They engaged people on an individual level. They used Twitter to build a following and then targeted their most popular followers with personalized YouTube messages. Here’s one that was created for Alyssa Milano.
The Old Spice campaign was rather simple (website, commercials, youtube, twitter). However, it took some remarkable ingenious minds to create it. Their marketing agency deserves a ton of credit for what they achieved. The cool thing is that you can use these same 5 tips when creating your own marketing campaign.
Before you go, take a second to check out one of Christina Perri’s songs on YouTube: