Going viral used to be a good thing, but nowadays it might land you in a state-mandated quarantine. For brands, the goal is still to use viral marketing to create a bigger buzz with fewer advertising dollars. Let’s take a look at two of the best uses of viral marketing in 2019.
The Egg – A picture of an egg became the most liked post on Instagram in early 2019. The account, @world_record_egg was a campaign designed specifically to become the most liked post on Instagram, beating the previous record held by Kylie Jenner. With 54.3 million likes, the campaign succeeded in its goal of breaking the world record, but it also got many celebrities on board with its cause, which amplified the message. This is a good example of the power of influencer marketing.
The Sandwich – How can anyone forget the Popeye’s chicken sandwich craze from 2019? A viral war with competitor Chick-Fil-A gave rise to the phenomenon which saw lines out the door for the eponymous sandwich and the franchise selling out in under two weeks. Popeyes would really make the best of the situation in the weeks that followed, even asking customers to bring their own buns to the stores, which sparked a whole new round of conversations online. One estimate saw the brand receiving up to $65 million in earned media due to the fervor.
These two campaigns from last year show that with a little creativity and by striking just the right tone, viral campaigns can not only elevate your brand but can also change the conversation by associating it with risk-taking. A viral campaign is always a gamble, but when it pays off, it pays off big.