Content is crucial in marketing during the internet age. Good content marketing can increase exposure, invite new customers, and keep loyal customers from leaving.
Many companies make decent contents that get some attention, but not exceptional. However, some brands are successful in creating viral, exciting contents that add significant values to their revenues and recognition.
The Goal of (Viral) Content Marketing
Viral content marketing involves “shareable” materials. They may be something that evokes positive emotions, such as excitement, amusement, or happiness. They could also be thought-provoking, making people talk and mention the brands more than once.
Some successful contents also use popular trends to ride on the “virality” bandwagon. Others prefer to provide connection, allowing prospective customers to get involved in the contents.
5 Successful Examples
International brands like Coca-Cola, Zomato, and Hootsuite have been successful in creating interesting, viral contents. Here are five recent examples of content marketing that hit their targets.
1. Hootsuite’s “Game of Social Thrones”
Hootsuite is a tool that manages all your social media accounts at one place, giving easier access to different accounts. The company used the nature of its service by involving the most famous TV phenomenon: HBO’s Game of Thrones. However, Hootsuite didn’t just jump on a viral sensation without a clever ad campaign.
In its “Game of Social Thrones” ad, Hootsuite created an animated ad that resembles the opening of GoT series. The ad uses various social media logos instead of house sigils, introducing a creative twist to the popular entertainment product. The ad is fun, creative, and has a shareable quality that invokes positive emotion among GoT fans.
2. Coca-Cola’s Personalized Bottles
“Share Your Coke” is a recent viral campaign from Coca-Cola that directly targeted customers’ wish for personal notice. In the campaign, Coca-Cola listed 150 most popular names in Australia and printed them on various bottles distributed in the country.
This campaign is a good example of people’s involvement. Customers like if companies provide personal attention to each of them. When a customer finds a custom bottle with his/her name printed, there will be a positive emotion, which is associated with the brand.
An emotional element from this campaign also created a “shareable” element. Customers who found bottles with their names would share the pictures through their social media. Even if Coca-Cola did not explicitly ask customers to share, their shareable contents delivered the message in a better way.
3. Zomato India’s Movie Parody Ad
Zomato India provided a good example of using humor and entertainment in creating viral content. They created a series of images with photos of promoted food items. Each food item was accompanied by parodied descriptions of popular movies, such as from Guillermo del Toro’s Shape of Water.
Since various social media support Zomato, such contents have shareable quality. People experience positive emotions from amusement and familiarity, and they like sharing those contents to “share the joy.”
4. Microsoft’s Story Blog
Personal stories are effective to evoke a positive feeling, such as happiness, sympathy, and personal validation. Microsoft understood that concept when it created a “story” blog. The blog content consists of personal stories from people who have used Microsoft products and how the products changed their life.
This method is nothing new, but Microsoft used the strategy effectively. They created a sense of familiarity and trust with their customers by presenting personal stories. These positive emotions are effective to switch brand trust.
5. AARP’s Informational and Fun Stories
AARP is a nonprofit organization that supports people over 50 to live their best life, which may not sound exciting. AARP understands the importance of good, relatability contents. They published magazines that combine current trend, informational articles, and fun lifestyle. For example, one of the covers featured Cindy Lauper in pink and leather, still beautiful and kicking even after passing 50.
AARP understands its market targets: people over 50 who want to have a good life, unshackled by their life. They reflect the customers’ wishes in the magazine contents, which later increase magazine and email subscription numbers.
Key Points in Content Marketing
What can we understand from these examples?
AARP, Hootsuite, Coca-Cola, Zomato, and Microsoft understand the power of positive emotions, involvement, and personal appeals to create creative contents. They created shareable materials that appeal to a wide range of customers, which led to massive sharing and discussion online.
Combining the right content with what your audiences want is the key to successful content marketing. You can find other interesting examples from various brands and companies, from Buffer’s open blog strategy to The Furrow’s personalized solutions for individual customers.
Internet and social media have changed the way companies promote their brands. If you want to reach many people (and convert engagement to purchases), you must craft contents that appeal to the masses. With the combination of shareable materials, informative contents, and clever communication, you can create viral content marketing with lasting impact.