Summary of Viral Marketing video 'Dove Evolution'

The large campaign “Dove campaign for real beauty”, it is viral video consisted of an insider's look on the beauty industry, revealing to the audiences the internal wokings of using beauty for advertising.

It also generated more for a longer duration, word of month buzz for the products. Add to the emotional and personal appeal of the videos and we begin to see how viral work wonders.

The video was a popular and critical success. It won a number of awards in advertising industry, including two cannes Lions Grand Prix awards and Epice D'or. Many print publications and television programmes discussed it and the exposure generated by the spot has been estimated to be worth over USD$150M. Therefore, it is a successful viral video.

Source: http://ezinearticles.com; http://09819529S.blogspot.com

Viral Marketing Techniques

Viral Marketing Techniques



Viral marketing involves relying on techniques that will help spread marketing message through a ‘viral process’ and reach a web-wide audience within a short amount of time. Spreading the viral message can be done in different ways.

- Email: The most common type, when people forward messages such as inspirational messages, jokes, funny clips and pictures that advertises a certain product or service.

- Instant Messaging: People who receive links from friends through instant messaging servers, like Skype or MSN, are more likely to check it out because of the idea of urgency of the sender.

- Web sites: Most of the articles now published online have a link that says 'Send to a friend.' This is one way to make the article reach a good number of people by just posting it in one site.

- Word of mouth: The traditional way of passing on a message to another person; and most of the time, the most reliable method too.

Source: http://09825420s.blogspot.com , Internet Business Online

Viral Marketing - International case "Batman - The Dark Knight"

Warner Bros' clever viral marketing campaign held in 2008 for the Batman flick is definitely worthy to be included in our Viral Markting examples.

The campaign started out with a simple teaser page featuring the image of a lone bat almost a year before the movie hit the theaters. When fans clicked on the site WhySoSerious.com, they were redirected to a page that featured a District Attorney Election promotional poster for a known character from the Batman Universe named Harvey Dent. Clicking on the page sent fans to another page with another promotional poster of a mocking Harvey Dent. The image is defaced and the users were asked to enter their e-mail address so they could be given a code that would reveal a few pixels of the hidden image.

Word about the campaign immediately got around and with hours, the page became a hit on various networking sites and generated blogs and newspapers coverage.

source: firstshowing.net, 09800530s.blogspot.com

Types of Viral Marketing

There are different ways to apply viral marketing strategy.

- Pass-along. This is the most common type of viral marketing. Web sites that ask their users to tell-a-friend about their products and services is an example of pass-along messaging. However, there is a risk of the message being labeled as 'spam' by email providers. Thus, it is important that the 'from' and 'subject" lines do not contain any word that may be tagged as spam.

- Incentivised viral. This is a marketing technique used by companies in which users are offered rewards when they refer somebody to the company. This becomes more effective when the referred person needs to take action for the reward to be given.

- Undercover. The most difficult viral to spot, undercover marketing sends a viral message that is disguised as just an unusual page or piece of news without obvious link citations.

- Buzz marketing. This type is most common in the entertainment world. A good example is the spread of different controversies, like getting married or divorced, involving the stars of a movie that is yet to be released. This is like a word-of-mouth advertising for the movie.

source: Internet Business Online, 09800530.blogspot.com

Viral Marketing Case Study - Evian : Roller Babies

Viral Marketing : Roller Babies (Part III)



The success of Roller Babies shows the important of viral marketing on the web. Consequently Evian launched different videos about Roller Babies. For example Roller Babies Make of & Roller Babies interviews that constantly spreading marketing message in order to continue the popularity of Roller Babies and the brand awareness.

Moreover, roller babies have been aware on the web so Evian integrate it into traditional marketing campaigns. In June, 2010 Evian announces a new sponsorship deal with Russian tennis glamour girl Maria Sharapova dressed in a white t-shirt with Roller Baby body printing. The sponsorship announcement and video have been launched on the web and spread quickly. Although it is not successful as Roller Babies, it illustrates that Evian is taking more marketing campaigns in viral marketing approach via Internet in order to increase brand awareness and value.



Source: http://09825420s.blogspot.com, Sassybella.com

Viral Marketing Case: Sina Micro-Blog - Part II

The most outstanding advantage of viral marketing is low cost. Before the launched date of Sina Micro-Blog, Sina had invited 800 hundred people (including some artistes) to use the Micro-Blog. Through the word-of-month from these trial users, the registered blog users dramatically increased. Since Micro-Blog is an online public platform that users can post his/her messages, buzz spreads much more rapidly.



There is, however, one significance drawback of viral marketing. Once the message spreads, it cannot be controlled, especially some negative buzz. Many users feel dissatisfied with Sina as their messages are deleted and their accounts are removed when it thinks the contents include some sensitive political words. The voice of discontent widely spread via online and offline channels and that could not be stopped by Sina. There is no doubt that negative voice will affect people's desire to sign up to become a user.

Reference: http://t.sina.com.cn/, news

Source: alvinchan

Cons of Viral Marketing video 'Dove Evolution'

Since the viral marketing video is depended on the transfer of it from person to person, during this process, it may reach someone you would rather not be associated with. It can not send the message to the target audiences. If the company handle it badly, this type of the video can guide to significant spam issues, it is likely to be deleted or ignored instead of being passed on to the other people. Therefore, it is more controversial and risky as comparative to traditional marketing. If done improperty, it can create the negative buzz.

Most of the viral marketing video is funny and interesting, it would be attracted people to watch it. It only brings the traffic to the website or YouTube, but not the sales.

Source:http://www.outsourcestrategies.com/blog/2007/05

http://09819529s@blogspot.com/

Viral Marketing Case Study - Evian : Roller Babies

Viral Marketing : Roller Babies (Part II)



Ten months after the online release of Roller Babies, Evian is taking the success of their viral campaign Roller Babies to television. The advertising began running in the Los Angeles area (Access Hollywood) and are set to begin running in New York (Good Morning America). The Roller Babies Evian advertising have also appeared on television in Belgium, France, Germany (RTL) and the United Kingdom (GMTV).

The advancement of Evian’s campaign from the web to television is the opposite direction of most advertising campaigns take. The costs of posting and advertising a viral video online are significantly lower than paying for prime television advertising time. Testing out commercial on Youtube could be a great new way for brands and advertiser to know customer response quickly. The video that go most viral on the web can be considered for television advertising campaigns.

Source: http://09825420s.blogspot.com , www.zawmin.com

Viral Marketing Case: Sina Micro-Blog - Part I

Sina Micro-Blog is developed and owned by Sina. The web site (http://t.sina.com.cn/) was launched in September 2009. Until now, there are over 75 million registered users. What is the reason causing so many people registered to become a blogger in few months? Because of the successful viral marketing strategy.

Sina Micro-Blog is a fully opened platform that users can post their messages, can read, follow, comment and forward other users' messages even they do not know each other. Therefore, information transmission in the blog is very fast. Also, since there is a verification system for artistes, singers and celebrities in Sina Micro-Blog, they are willing to become a member, willing to leave messages and photos in their blog. Due to these interesting features, the current users of Sina Micro-Blog are willing to invite and recommend their friends to sign up and use.

As the success of Sina Micro-Blog, the traditional broadcast media also reported and even used some information posted from the bloggers as their news headline. Therefore, more people know Sina Micro-Blog and are interested to sign up as a member in China and Hong Kong.

Reference: http://t.sina.com.cn/, hk news, china news

Source: alvinchan

Viral Marketing - International case "Hotmail.com" (PART II)

The NEW Hotmail - Next generation in personal email


Hotmail is the best example of most successful viral marketing strategy over full life cycle. In 1996, a new product, free web based email was launched by Sabeer Bhatia and Jack Smith. 'Viral Marketing' catalyst was involved that would exponentially increase the rate of flow of information; nothing to do with virus but the growth is rapid like virus growth through word-of-mouth.

Impact and results of viral marketing strategy over hotmail growth can be summarized as: most important is that Hotmail grew a subscriber base more rapidly than any other company in the world.

Now, Hotmail is the largest email provider in the world. Exponential growth of subscribers; unprecedented source of personal information as almost subscribers filled up demographic and psychographic profile.

Also, with expense close to $500K spent on branding, marketing, advertising and promotion, very less was spent in comparison to nearly 12 million users. It is not just spending money, but spending money in a smart way will work. Hotmail became email king at reduced cost, less expense using viral marketing catalyst. Hotmail viral message (free email services) was involuntary and spread through word-of-mouth.

source: Ezine articles, 09800530S.blogspot.com

Overview - "The Best Job in the World"

Viral Marketing Case Study (SPD4290) -

The Best Job in the World

by Tourism Queensland

in January 2009

The whole campaign has generated a huge amount of publicity with the website having an amazing 2,000 hits per second with over 400,000 unique vistors in the first day and half. The campaign to date has generated over 9,000 applications and 2.3 million visitors to site.

The campaign was first launched overseas, with small strategic ads placed in various nationals, supported by online marketing such as online PR, blogs (twitter), Youtube channel, social media sites such as Facebook, pay per click and natural search.  All marketing activity drives traffic to the website which is simple but seductive.  This campaign is a great example of how viral online marketing can work really well.

Sources from:
http://www.tq.com.au/
SPD4290 Viral Marketing by Wild Group
SPD4290 Online Viral Marketing

Summary of Cadbury-Eyebrows Case

Do you agree a Cadbury- eyebrows is a successful viral campaign?

In my opinion, Cadbury campaign not only appearance on traditional media such as television, radio and newspaper. Cadbury also adopted viral marketing tools to launch their product and increase brand awareness. As a result of Cadbury- Gorilla is very successful example in 2007.

Therefore, I consider that Cadbury this eyebrow advertisement also can make some noise and attract over million viewers to watch this funny video or receive the message. Now, Cadbury had already achieved their desire of viral marketing because of this eyebrow advertisement has circulated around millions of user worldwide and it was well-received the comment in the e-marketing.

Resource by ViVi Blog

Pro of Viral Marketing video 'Dove Evolution'

The video developed by Ogilvy and Mather, Toronto, a professional ad agency. The video had gotten well over a million views since its inception.

Viral marketing is a word of month marketing strategy, the video 'Dove Evolution' can help advertise the online business of Dove without much effort and expense. It helps her business to scale greater heights. Dove used the video to drive more targeted traffic to the website of Dove Real Beauty Workshop, it also can increase the brand awareness, visibility, sale leads and build the reputation easily and quickly. It is a really fast, low cost and exceptionally efficient marketing technique, it brings several benefits to Dove.

Through the viral marketing video 'Dove Evolution', Dove can get closer to the target audiences, people can refer it to their family, friends and colleagues. The advertising is inexpensive compared to other advertising methods, but it is immense reach, high reliability, better popularity and the opportunity to continuous promotion adjustments.

Source: http://09819529s.blogspot.com/, http://www.buzzle.com/, http://www.isitebuild.com/

Advantage and Disadvantage for "The Best Job in the World" campaign

Viral Marketing Case Study (SPD4290) -

The Best Job in the World

by Tourism Queensland

in January 2009 

Advantage

Success in generating valuable PR and non-paid media coverage & reach a large audience in a cost-effective way

Tourism Queensland (TQ) broke the story via traditional media and then sustained the viral through social networks including YouTube, Twitter, and Facebook. The website for the contest received a million hits the day after it was launched. By the time the campaign was done it had attracted 34,684 applicants from 201 countries and generated over $150 million worth of international publicity (including a BBC documentary), all on a $1.2 million budget.

Disadvantage

Traffic can overload your hosting bandwidth
After campaign announcement, the million hits crashed the site. In 30 hours they had 400,000 new visitors and one million hits on the second day.  TQ brought it back up it was hosted on 10 Web servers, the maximum number of servers possible, to fix the problem.

Source from:
http://www.tq.com.au/
http://en.wikipedia.org/wiki/Viral_marketing
SPD4290 Viral Marketing by Wild Group
SPD4290 Online Viral Marketing

Viral Marketing Case: "Avatarize Yourself" - Part II

Viral marketing is a useful strategic and tactical tool in any promotional model. It is a speedy method of transmitting message via the web. Basically, the duration of a film showed in cinemas is just about few months. How to make the exposure of the film's messages grow exponentially must be the most important aspect for a movie. In this sense, viral marketing is a useful tool for promoting Avatar.

The film Avatar cooperated with McDonald's to create and promote this online application not only because it can reduce the promoting cost, but that can let people likely to be a part of the movie. When the user uploads his/her photo in the web site, it can create his/her sole picture that is different from the others. This individualization leads the users feel interested and then they are willing to send to their friends. Thus, once the viral marketing launched, the viral message does not require any resources input from the originating organization.

This viral marketing campaign not only bring a great box office record for the movie, but that benefits McDonald's for short term revenue and buzz.

Reference: http://www.avatarizeyourself.com/

Source: alvin chan

Viral Marketing Case: "Avatarize Yourself" - Part I

An application Avatarize Yourself, that promoted by McDonald's, suddenly became a hot issue in the internet. Likely everyone wanted to upload a picture in the website avatarizeyourself.com and become a member of "Pandora" nation Navi.



In fact, there is no Chinese version for this application Avatarize Yourself as McDonald's promoted this campaign in Europe only. However, there are many curious Chinese movie fans tried to use this website to turn him/her into an Avatar. They also posted many messages in the forums to share these interesting experiences with others. Besides, some of the users even more uploaded his/her photos in the Facebook as his/her own profile pictures.

On 18th of December, Avatar film was on show. At that date, when used Google to search the word "McDonald's", it was automatically linked up with "Avatar". Also, there were 1,600 search results in Chinese in Google and that cannot be found the day before. It can reveal that this campaign was so successful.



Reference: http://www.avatarizeyourself.com/, news

Source: alvin chan

The best job in the world or a clever viral campaign??

Viral Marketing Case Study (SPD4290) -

The Best Job in the World

by Tourism Queensland

in January 2009 

Objective

This online PR and viral marketing campaign's goal was to get 400,000 new visitors to “THE BEST JOB IN THE WORLD” website over the course of the one-year campaign.

Result
Tourism Queensland's (TQ) “Best Job in The World” viral marketing campaign drew over 34,000 applications, from more than 200 countries, for the post of caretaker of the Islands of the Great Barrier Reef. This online PR and viral marketing campaign attracted worldwide attention, more than 1,100 entries from nearly 37 countries.


This campaign has been generated more than $106 million worth of ad value for worldwide publicity and 627 million media impressions in the U.S. and Canada alone. Also, the online viral marketing has been rated as one of the 50 best publicity stunts by the PR Company Taylor Herring. Estimated media coverage is valued at over AUD$400 million includes CNN stories to BBC documentaries, and Time magazine articles.


A social networking frenzy ensued with 336,000 Facebook-referred website visits, more than 3,170 @Queensland followers on Twitter and over 338 members on the campaign’s Wiki. By March 18, 2009, the website had 6.7 million visitors, with 26 percent of visitors logging in from the U.S. Over 423,000 people (including 210,000 from the U.S.) voted for their favorite top-50 finalist.

Source from:

http://www.tq.com.au/

http://en.wikipedia.org/wiki/Viral_marketing

SPD4290 Viral Marketing by Wild Group

SPD4290 Online Viral Marketing
http://jeffbullas.com/2010/02/22/how-to-run-a-successful-social-media-marketing-campaign-case-study

Cadbury Eyebrows- Cons of Viral Marketing

The main disadvantage in here have a high-risk marketing communications technique because of it requires significant initial investment in the viral agent & seeding. Therefore, not every commercial campaign willing invests to use viral marketing.

In this Cadbury –eyebrows video, audience will doubt their children behavior (learn the eyebrows dancing) or fed up the beat of music when they can hear this ring tone in everywhere. If made badly, audience may be received too much message about this Cadbury message/ promotes via internet. They will also receive span or virus issue once the viral marketing out of control. All of problem will affect brand reputable and make a negative sentiment.

Resource by ViVi Blog

Cadbury Eyebrows- Pros of Viral Marketing

The main advantage of viral marketing is an effective viral agent can reach a large volume of audience under a cost- effective / different status. The opinions of peers, friend or family also are a main highly influential in viral marketing.

In this case, Cadbury campaign is successful to use viral marketing tools to increase their brand awareness and news to get audience to talk about Cadbury product. Cadbury create this interesting and amazing entertainment video under cost effective to get a high efficiency promotion in the world. This video had already attracted over 4.5 million audience to view and know their product in short-term. They also get positive message to people enjoy their communications as much as they enjoy the chocolate.

Resource by ViVi Blog, Buzzle.com

Viral Marketing - International case "Hotmail.com" (PART I)

Hotmail.com is one of the first free web-based e-mail services. The strategy is simple:

1. Give away free e-mail addresses and services,

2. Attach a simple tag at the bottom of every free message sent out:" Get your private, free e-mail at http://www.hotmail.com/"

Here's what it looked like:

__________________________________________
Get Your Private, Free E-mail from MSN Hotmail at:
http://www.hotmail.com/

and,

3. Stand back while people e-mail to their own network of friends,

4. Who see the message,

5. Sign up for their own free e-mail service, and then

6. Propel the message still wider to their own ver-increasing circles of friends and associates.

Hotmail's practice was to append an advertisement of itself on each message that is sent using their service. When a recipient gets interested and clicks on the ad, it will lead to hotmail's website for him/her to signup. This will go on and on, and the growth is similar to an exponential curve.

In the first 18 months of being in business, Hotmail.com garnered 12 million subscribers with a total marketing budget of less than $500,000. That's a new customer acquisition cost of 4 cents per customer!!!

source: Xcellent marketing , 09800530S.blogspot.com , hotmail.com

Viral Marketing Case Study - Evian : Roller Babies

Viral Marketing : Roller Babies (Part I)

01st July, 2009 Evian adopted viral marketing approach to launch its Live Young campaign, Roller Babies video that started from the web and youtube. The video, which jokingly illustrates the youthful effect Evian mineral water, has on the body by showing a bunch of babies roller-skating. The adorable babies video speedy spread in large number on internet, discuss group, Facebook and even the traditional news program.

According the statistics from Neilsen and Youtube, there were almost 5,000,000 views of this video in only 5 days. Through 09th November, 2009 Evian’s Roller Babies has racked up a total of 45,200,000 online views worldwide, 1,000,000 comments and 500,000 Facebook fans across a number of Roller Babies fan page. In addition, as a video advertising, CCTV’s, TVB Peal & Jade, New Zealand etc evening news programs have reported it a new “viral marketing” for success.



The video of Roller Babies has forwarded in a large percentage recipients to another large number of friends quickly. Evian is a great successful example of adopting viral marketing approach to increase brand awareness and sale.


Source: http://09825420s.blogspot.com/ , www.emct.cn , www.emkt.com.cn