Post on 23-Aug-2014
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Virality Decoded!By Gaurav Madaan
Virality
“The tendency of an image, video, or piece of information to be circulated rapidly and widely from
one Internet user to another; the quality or fact of being viral”
@gauravmadaan04
ComponentsVirality has many strings attached, some identified, some still a mystery
Identified components: -
• A cause concerning millions (Not always)
• Innovative exploitation of Hidden Equity (Not always)
• PR in form of Bloggers coverage (always)
• Influencers Network (always) - Evangelists
Unidentified Components: -
• Say X1, X2 etc.
@gauravmadaan04
“This piece of content is developed after a research of 60 viral campaigns (predominantly Indian
campaigns in Social Space)”
@gauravmadaan04
Identified Component - 1A cause connecting millions
Normally this is a form of mass marketing, for any campaign to be successful it has to target masses. A cause that is recognisable by a million people at least.
An example of this could be campaign called #LikeAGirl done by the brand always under P&G
@gauravmadaan04
Few other campaigns based on same concept are: -
Dove - What women think? Breaking Stereotypes
#LastSelfie - Snapchat
UnMuteMute
@gauravmadaan04
By Ram !Subramanian
&
Identified Component - 2Innovative exploitation of Hidden Equity
Let’s stay in this space and understand equity first
Equity is the expertise earned by an individual, thing, or an act over a period of time. It should have a following, it should be renowned.
“If one keeps doing the same thing over and over again, that thing becomes associated with that
person”
@gauravmadaan04
Some examples of Earned Equity are: -
Sachin Tendulkar! for Cricket CID - Thriller Series Corporate Culture
Indian Superhero!Rajnikanth Manmohan Singh!
#BeingQuite Sanskari Babuji
@gauravmadaan04
“Equity does not have to be for an individual always, it could be for anyone, anything, a culture, a tradition,
BigFatIndianWeddings are another example”
@gauravmadaan04
Identified Component - 2Innovative exploitation of Hidden Equity
Let’s get back to decode this component!
Elements: -
• Innovative - Self Explanatory
• Exploitation - Self Explanatory
• Hidden Equity
@gauravmadaan04
Hidden EquityBy Hidden Equity i mean Equity which has not been exploited
Now you will be able to decode the reason why Alok Nath is a hit, why Manmohan Singh is a hit, why Rajnikanth is a hit!
@gauravmadaan04
Few campaigns based on hidden equity are: -
Indian Mario by AIB Aadha 24 by TVF
Caller Naina A tribute to Indian Ads
@gauravmadaan04
India is a country where 50% of the population is under 30 years of age, hence topics like sex, entertainment, bakchodi
etc. is widely accepted and shared!
@gauravmadaan04
Viral Mantra - Find the hidden equity and use it for
your brand
@gauravmadaan04
PR in form of bloggers coverage
• With almost more than 200 million users over internet, India is a content consuming economy
• PR becomes an important part in success of any campaign
• Google would continue to dominate Indian minds for another 2 years (i mean SEO)
Identified Component - 3
@gauravmadaan04
Influencers Network
• You need a network to initiate virality, for example a fan page like The Logical Indian with more than a million likes could be your evangelist
• A person like Mahesh Srivats on twitter can be an evangelists for your brand
• It’s all about earning your equity using other’s equity
Identified Component - 4
@gauravmadaan04
• X1, X2 remains unidentified - I am still continuing my R&D for decoding the campaigns or successes like KOLAVERI DI
• We just don’t know why it happened?
• This simply means there are other components attached
But the basic layout is ready for you to use, make sure you have these ingredients when you think of virality!
UnIdentified Components
@gauravmadaan04
@gauravmadaan04
Digital Entrepreneur, Consultant, Marketer
WRITE TO ME @gaurav@geekotech.com or call @
+917838489791 to avail my services! Good Luck for your Campaign! Hope i
added some value.
Let me know if i missed something, feedback is an essential ingredient to human growth!