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VIRAL VIDEO: CAN YOU
PLAN FOR SUCCESS?

@bhatnaturally
2011

‘LET’S MAKE A VIRAL VIDEO’

IMAGE
2014

‘ L E T ’ S M A K E O U R V I D E O G O V I R A L’

IMAGE
A D S . A C T I V AT I O N .
STUNTS.
VOLKSWAGEN, SUPER BOWL 2012
GOOGLE SEARCH, ‘REUNION’
T N T, ‘ P U S H T O A D D D R A M A’
G R E AT A D S . U N U S U A L A C T I V AT I O N .
JAW DROPPING STUNTS.
W H AT M A K E S B R A N D
FILMS GO VIRAL?
#1 CENTRAL IDEA ROOTED IN A
SIMPLE, SINGLE-MINDED BRAND
PROMISE.
V I R G I N AT L A N T I C : E X P E R I E N C E
F I R S T C L A S S T R AV E L
#2 EVOKES AN EMOTION:
L A U G H T E R , J O Y, E X H I L A R AT I O N …
TEARS
B R I T I S H A I R W AY S G O F U R T H E R T O G E T C L O S E R
#3 EFFORTLESS
E N T E R TA I N M E N T
• Sometimes when the aim is to ‘make a viral video’ the

effort shows

• An amateurish, forced video is most often the result
• Even when an ‘event’ is planned, a twist is ensured, a

slick video is shot and all the boxes are ticked…

• That magic could still be missing
# 4 A T W I S T. A U D A C I O U S
OR OTHERWISE
# U P F O R W H AT E V E R
#5 LESS BRAND. MORE
E N T E R TA I N M E N T
CAN A BRAND FILM BE
ENGINEERED TO GO VIRAL?
Image

YOU CAN ADD ALL THE
INGREDIENTS. BUT CANNOT
GUARANTEE SUCCESS.
T H E H I N D I C I N E M A PA R A L L E L

• Every major commercial film promotion follows the

same pattern: teaser, music release, an item number,
participation in reality TV shows as the character…

• But even greatly promoted movies flop
POINTERS FOR BRANDS
1 . R E L E VA N C E > $ $
2. ARE PEOPLE WHIPPING OUT THEIR
PHONES TO CAPTURE YOUR EVENT?
3. THE ‘UPWORTHY’
H E A D L I N E T E S T.
• Sites which focus on showcasing viral content have

their own ‘grammar’

• BuzzFeed’s ’23 great images from…’ to StoryPick’s

‘This shy guy went on stage and what followed will
surprise you’ type headlines
4 . T H E ‘ C H O C H W E E T ’ T R E AT M E N T
H E L P S . ( B U T H E Y, D O N ’ T R E LY O N I T
TOO MUCH).
#BESTBUDS
Viral videos and brands: can you plan for success?
5. GEOGRAPHY IS
H I S T O R Y.

Image
• Global audience guaranteed if video goes viral
• The TNT ‘Push for drama’ film was staged in

Belgium; The Fastweb activation was staged in
Milan

• GoPro has fan following in markets they are not

present in

• Even regional or local brands have the scope for

global exposure
Image

6 . L E V E L P L AY I N G F I E L D
• All brands are treated equal
• David can take on Goliath in an industry
• Brands with little or no budget have a chance to

compete with deep-pocket, big brands
7. SLICK EXECUTION.
G R E AT V I D E O S .
8. SOCIAL MEDIA SHOUTOUTS.
I N T E G R AT I O N .
“Nobody reads ads People read what interests
them. Sometimes it is an ad.”

–HOWARD GOSSAGE, AD GURU, 1950
• Extrapolate the Howard Gossage statement to 2014
• People read (or engage in) things that interests them:

sometimes it is a Facebook post, a tweet, en email
newsletter, a brand video, an app…

• How can we be interesting to the viewer: key question
SO, CAN YOU PLAN FOR SUCCESS

• Don’t set out to make a viral video. Set out to make

honest, great work

• Can learn from & include ingredients of past successes
• But success cannot be guaranteed
• It still calls for some magic
@bhatnaturally

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Viral videos and brands: can you plan for success?

  • 1. VIRAL VIDEO: CAN YOU PLAN FOR SUCCESS? @bhatnaturally
  • 2. 2011 ‘LET’S MAKE A VIRAL VIDEO’ IMAGE
  • 3. 2014 ‘ L E T ’ S M A K E O U R V I D E O G O V I R A L’ IMAGE
  • 4. A D S . A C T I V AT I O N . STUNTS.
  • 7. T N T, ‘ P U S H T O A D D D R A M A’
  • 8. G R E AT A D S . U N U S U A L A C T I V AT I O N . JAW DROPPING STUNTS.
  • 9. W H AT M A K E S B R A N D FILMS GO VIRAL?
  • 10. #1 CENTRAL IDEA ROOTED IN A SIMPLE, SINGLE-MINDED BRAND PROMISE.
  • 11. V I R G I N AT L A N T I C : E X P E R I E N C E F I R S T C L A S S T R AV E L
  • 12. #2 EVOKES AN EMOTION: L A U G H T E R , J O Y, E X H I L A R AT I O N … TEARS
  • 13. B R I T I S H A I R W AY S G O F U R T H E R T O G E T C L O S E R
  • 14. #3 EFFORTLESS E N T E R TA I N M E N T
  • 15. • Sometimes when the aim is to ‘make a viral video’ the effort shows • An amateurish, forced video is most often the result • Even when an ‘event’ is planned, a twist is ensured, a slick video is shot and all the boxes are ticked… • That magic could still be missing
  • 16. # 4 A T W I S T. A U D A C I O U S OR OTHERWISE
  • 17. # U P F O R W H AT E V E R
  • 18. #5 LESS BRAND. MORE E N T E R TA I N M E N T
  • 19. CAN A BRAND FILM BE ENGINEERED TO GO VIRAL?
  • 20. Image YOU CAN ADD ALL THE INGREDIENTS. BUT CANNOT GUARANTEE SUCCESS.
  • 21. T H E H I N D I C I N E M A PA R A L L E L • Every major commercial film promotion follows the same pattern: teaser, music release, an item number, participation in reality TV shows as the character… • But even greatly promoted movies flop
  • 23. 1 . R E L E VA N C E > $ $
  • 24. 2. ARE PEOPLE WHIPPING OUT THEIR PHONES TO CAPTURE YOUR EVENT?
  • 25. 3. THE ‘UPWORTHY’ H E A D L I N E T E S T.
  • 26. • Sites which focus on showcasing viral content have their own ‘grammar’ • BuzzFeed’s ’23 great images from…’ to StoryPick’s ‘This shy guy went on stage and what followed will surprise you’ type headlines
  • 27. 4 . T H E ‘ C H O C H W E E T ’ T R E AT M E N T H E L P S . ( B U T H E Y, D O N ’ T R E LY O N I T TOO MUCH).
  • 30. 5. GEOGRAPHY IS H I S T O R Y. Image
  • 31. • Global audience guaranteed if video goes viral • The TNT ‘Push for drama’ film was staged in Belgium; The Fastweb activation was staged in Milan • GoPro has fan following in markets they are not present in • Even regional or local brands have the scope for global exposure
  • 32. Image 6 . L E V E L P L AY I N G F I E L D
  • 33. • All brands are treated equal • David can take on Goliath in an industry • Brands with little or no budget have a chance to compete with deep-pocket, big brands
  • 34. 7. SLICK EXECUTION. G R E AT V I D E O S .
  • 35. 8. SOCIAL MEDIA SHOUTOUTS. I N T E G R AT I O N .
  • 36. “Nobody reads ads People read what interests them. Sometimes it is an ad.” –HOWARD GOSSAGE, AD GURU, 1950
  • 37. • Extrapolate the Howard Gossage statement to 2014 • People read (or engage in) things that interests them: sometimes it is a Facebook post, a tweet, en email newsletter, a brand video, an app… • How can we be interesting to the viewer: key question
  • 38. SO, CAN YOU PLAN FOR SUCCESS • Don’t set out to make a viral video. Set out to make honest, great work • Can learn from & include ingredients of past successes • But success cannot be guaranteed • It still calls for some magic