Bear in mind that viral campaigns aren’t always humorous or light-hearted.

[shaownhasan]

IHOP’s 2018 “IHOB” campaign, which saw the brand temporarily deem home owner data themselves the “International House of Burgers,” is another of the most notable viral marketing examples.



Although the brand saw some criticism for their bait-and-switch, the numbers from the campaign don’t lie.




Popular campaigns like Always’ “Like a Girl,” the ALS Ice Bucket Challenge and Gillette’s “Be a Man” ads tackle serious issues and stigmas. The popularity of these ads goes hand-in-hand with the rise of the need for authenticity on social and brands getting real.

What do most viral marketing campaigns have in common?
Although viral content varies wildly from business to business, there are three distinct elements that most campaigns share. Keep these in mind when trying to assess whether or not a campaign has the potential for serious buzz.

1. They’re organic
Reality check: Viral campaigns can’t be forced.

Content spreads organically. That’s how viral marketing works. Your audience ultimately decides what’s worth sharing.

Often, it’s about being at the right place at the right time (or rather, saying the right thing at the right time). You can’t really rationalize memes or crazes such as the “does pineapple belong on pizza” debate.