 |
| organic viral marketing |
organic viral marketing
Organic or in the wild viral campaigns grow with little or no input from the marketer.
Sometimes, a message is passed around in a viral nature without any intention from the marketer. Usually this happens with negative messages about a brand, but can also be a happy coincidence for a brand if the message is positive.
Organic word of mouth is credited with the sudden increase in the popularity of Hush Puppies shoes in the mid 1990s. Word of mouth increased sales from an all time low of 30,000 in 1994, to 430,000 in 1995 and four times that the following year.
This is an example of an organic viral campaign:
It was not planned (though it was very welcomed!) by Hush Puppies Participants made an active choice to pass on the message When successful, this type of campaign can build tremendous brand equity at a marginal cost. Because the communication takes place directly between consumers, the marketer has to be prepared to let go of their brand so that the message and flow of communications is not restricted. This is vital in ensuring the viral campaign is a success as people are more likely to try a new product or fulfil the campaign goal if their friend or trusted source referred them.
Organic or in the wild viral campaigns grow with little or no input from the marketer.
Sometimes, a message is passed around in a viral nature without any intention from the marketer. Usually this happens with negative messages about a brand, but can also be a happy coincidence for a brand if the message is positive.
Organic word of mouth is credited with the sudden increase in the popularity of Hush Puppies shoes in the mid 1990s. Word of mouth increased sales from an all time low of 30,000 in 1994, to 430,000 in 1995 and four times that the following year.
This is an example of an organic viral campaign:
It was not planned (though it was very welcomed!) by Hush Puppies Participants made an active choice to pass on the message When successful, this type of campaign can build tremendous brand equity at a marginal cost. Because the communication takes place directly between consumers, the marketer has to be prepared to let go of their brand so that the message and flow of communications is not restricted. This is vital in ensuring the viral campaign is a success as people are more likely to try a new product or fulfil the campaign goal if their friend or trusted source referred them.
