The goal of every digital marketer is to achieve what we call viral marketing. But what is viral marketing? By this term, we're referring to a strategy that aims to spread a product/brand at lightning speed through spontaneous sharing by consumers. Essentially, viral marketing is about the fast and direct spread of our brand, tapping into existing human relationships without needing to create new ones.
And how can I succeed at Viral Marketing?
It's a known fact that "Free attracts eyeballs" among users, so by offering a free product with a specific purchase, or a free service, users feel like they're "winning" and they promote us in return.
Another way to go viral is by creating enjoyable content that users can strongly relate to. That is, by presenting your business with a short video or photo of a comedic nature that follows current trends, you can achieve wide reach with your audience. What time exactly something is published also plays an important role, as does whether its reach will be boosted through paid advertising.
Viral marketing is beneficial and important for your business. The main advantage is the minimal cost,since you achieve interaction with your audience. On a social level, viral marketing influences consumer psychology because consumers mainly take the preferences of the group into account.
It's also very important that the company's visibility grows, which naturally leads to a growing customer base and increased sales. Finally, viral marketing creates buzz around products and services that don't have any particularly distinctive feature.
A successful example of viral marketing in Greece
One story of a successful viral campaign in Greece is the case of Lacta. In 2007, OgilvyOne, on behalf of Lacta, created a site where an Interactive love story unfolds, and the user is invited to determine the ending of the story.
Each chocolate bar contained a code that the user would enter on the site and could get additional ideas to continue the story. In this way, the company further promoted its advertising campaign and also increased its sales.
From 2007 until today, since the campaign was deemed successful, the company has created many similar "love stories" and short films. These films have been widely aired and have even won awards at international festivals.
