Research: Viral Marketing

A quote from the brief, reads:

"We are not necessarily looking to create a tagline but to have an ‘infectious brand idea’ that is just as much about how the brand behaves as what it says."

It's important for me to understand how viral marketing works, to use time to research and learn from successful campaigns, like those below, across the industry.

"Viral marketing and viral advertising are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness... It can be word-of-mouth delivered or enhanced by the network effects of the Internet." (http://en.wikipedia.org/wiki/Viral_marketing)

Following another quote from the brief, I shall embed the videos of the examples given, below:

"Think for example of the Dove campaign for Real Beauty or the Cadbury Dairy Milk Glass and a Half Full Productions, these both have an infectious idea that extends beyond the marketing copy."

Gorilla - Glass And A Half Full Productions



Dove - Campaign for Real Beauty