Why Your Campaign Isn’t Working Out (Just Yet!)

You’ve got a killer campaign, and you’re expecting it to go viral. Who wouldn’t want to set the internet ablaze with likes, shares, and comments? But here’s the buzzkill: going viral is like catching lightning in a bottle. Almost feels impossible, right?

Credits: Shifreevs.live

1) Integration with Brand Strategy

Integrated marketing communications (IMC) is the secret sauce here. It’s about coordinating all your marketing channels to work together, especially in well-planned campaigns. But here’s the kicker: for your viral campaign to hit the jackpot, it must sync perfectly with your overall brand strategy.

Why is this so crucial? Aligning your tactics with your brand strategy not only reinforces your brand’s identity but also builds trust and consistency. And guess what? Trust and consistency are golden tickets to resonating with your audience and, potentially, going viral.

This example of the “Share a Coke” campaign from 2011 illustrates the impact of aligning marketing efforts with a brand strategy. Through personalization and emotional appeal, it boosted engagement and sales, showcasing the power of integrated marketing for effective brand experiences.

2) User-generated content & collaborations

But here’s a twist – it’s not just about what you create; it’s about what your audience creates too. User-generated content is like rocket fuel for boosting content virality. When your audience sees their own content shared by your brand, it’s like a validation stamp. They’ll share it even more, and that’s just the beginning. User-generated content adds an authentic, trustworthy touch to your brand.

A prime example is Vans, which holds its annual Vans Custom Culture, an art competition engaging high school students, fostering creativity, and supporting art in schools. This initiative showcases user-generated art, forging a strong brand connection and inspiring future artists. Vans Custom Culture’s focus on schools with reduced art programs highlights the power of user-generated content to reach a wider audience and promote creativity.

3) Know Your Audience & Platforms

When it comes to strategy, it’s time to ditch the ineffective “spray and pray” approach. Instead, embrace data-driven strategies that allow you to unlock valuable insights about your audience’s demographics, interests, and online habits. Armed with this information, you can create tailored Integrated Marketing Communication (IMC) campaigns that hit the mark. Keep in mind that your audience frequents various online platforms, each with its own distinct purpose. It’s important to remain flexible and adapt to their changing content preferences to ensure continued success.

By aligning your tactics with your brand strategy, inviting your audience to create with you, and tailoring your content to where your crowd hangs out, you’re setting the stage for a viral masterpiece. It’s not about luck; it’s about strategy and savvy.