Viral marketing
DefinitionContent & Social
Viral marketing
Content engineered to be spread by its audience, so distribution multiplies beyond the paid seed. Virality is a lottery with buyable tickets - shareable emotion, low friction, timing - not a strategy to depend on; the sustainable version is called word-of-mouth.
Evidence from the library
4%Pure viral transmission drove only about 4% of IPA campaigns' success - roughly a one-in-twenty-five hit rate.Stat$5kLiquid Death graduates ideas from a small social test to TVCaseFame, Feeling and Fluency - the three things advertising has to producePrinciple17% lead / 54% supportChaos-winning work leads with owned media and leans on social for amplificationStatBusy Work = 38% of campaignsAdvertising Planning Matrix - Growth Engine, Cult Hit, Paid Noise, Busy WorkPrinciple
Source
Marketing Definitions
standard practice; term popularised in the 1990s
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