Study 1: Viral Marketing Campaign
Viral concept sharing is a modern phenomenon of memetics wherein an idea becomes popular through the process of internet sharing, typically through online media sharing websites. Many clients request the creation of a viral concept that will sweep through their online target audience and drive qualified traffic to their website. The key distinguishers of a viral concept is that the entirety of the idea must be encapsulated into a format that is easily shareable, such as an email or a video, and that the pass-along or reproductive rate be equal to or greater than one.
Challenge:
Create a viral concept that targets a narrowly defined potential consumer audience and achieve and sustain a reproductive rate greater than one. Attach viral strategy to viewer action behavior that converts to real world business objectives.
Impact of Viral Video Views on Visits to Website During Campaign Dates
Results:
• Viral concept logged 1,000+ unique views by end of day 1 and sustained 1,000+ unique daily views for 5 consecutive days, totaling a reach of over 6,000 unique individuals who received the messaging during the 1 week campaign.
• Visitor traffic to the client site doubled during day 1 and then tripled day 2 of the campaign.
• Increased permanent qualified site traffic month over month as a direct result of improved search engine optimization for viral terms.
• Exceeded the client’s goals in total web traffic, potential client information requests and new subscribers.
• Achieved results on-time and on-budget using a lower cost alternative to the client’s traditional digital media purchase approach.
Study 2: Word-of-Mouth Publicity
As the evidence grows that increasing portions of the consumer populace are ignoring the commercial messaging created by mass marketing groups and advertisers, more clients are seeking the authenticity of word-of-mouth promotion. “Word-of-mouth” publicity means real consumers giving testimonials on the product or service and becoming individual advocates for the brand.
Challenge:
Create “Editorial-Level Coverage” for our client using word-of-mouth social media-based promotion. Convert social media views and online publicity to the achievement of real world business objectives.
Messaging Sequence and Blog Post Via Twitter for Editorial Coverage
Results:
• Targeted online messaging to “Influencers” who were in positions of thought-leadership in this narrowly defined target audience.
• Generated authentic Word-of-Mouth message that spurred “Editorial-Level Coverage” for our client.
• Message achieved a reach of more than five thousand potential customers and a viral pass-along rate of greater than 1 for the subsequent five days, resulting in significantly increased traffic for our client and increased sales from their website.
• Exceeded the client’s goals in web traffic, conversion to sales and database collection while creating 6,000% savings over standard online advertising buy.
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