The Brief / Social COMMENT
Zaib Shadani Founder and managing director of PR and Video production agency Shadani Consulting
Going viral Here are three successful viral campaigns to take inspiration from
23.4
million+
posts to-date and no signs of dying down
the best images are displayed on Apple’s Instagram account, its website and on billboards around the world. Even now, in 2022, the hashtag remains popular and is going strong, with over 23.4 million posts to-date and no signs of dying down. Apple has also been able to capitalise on the popularity of user-generated content (UGC) through its #ShotOniPhone hashtag and continues to encourage people to share their photos and experiences. It comes on the back of a simple hashtag with an even simpler premise. A good UGC campaign is one of the most cost-effective and strategic ways to secure brand awareness and ensure a continuing roster of content with zero investment in its creation. This is one of the most successful viral campaigns for Apple and demonstrates the longevity of a campaign that has truly connected with audiences.
02
WEETABIX AND BAKED BEANS
Weetabix caused a national uproar when it suggested that there was a new way to eat breakfast. The post from Weetabix’s Twitter account, featuring an image of Weetabix covered in Heinz Baked Beans, with the caption: “Why should bread have all the fun, when there’s Weetabix? Serving up @HeinzUK Beanz on bix for breakfast with a twist,” set Twitter ablaze with reactions from millions of people, including major brands such as Dominos, Amazon and YouTube, all weighing in with their opinions and trying to insert themselves into a trending debate.
E
very marketer’s dream is to have content go viral. Not only does it help increase sales, but it also enables brands to have more recall, visibility and awareness. There are no rules on how to make content go viral, but there are a few tips and tricks that can increase the chances. Viral campaigns can’t be forced, they happen organically and are the result of connecting with audiences on a personal level. If you are timely, relevant and authentic, with a dash of individuality, uniqueness and good storytelling, your chances are much higher on achieving success. Here are three of my favorite campaigns that show us exactly how it’s done.
01
APPLE’S #SHOTONIPHONE CAMPAIGN
Apple launched its #ShotOniPhone campaign on Instagram in March 2015 and no one could have predicted the endurance and far-reaching success of the campaign. The campaign urges users to show off their iPhone’s camera features via the hashtag and 8
January 2022
131,000+ likes
68,000 + retweets
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