EXAMPLE OF VIRAL MARKETING - HOW TO SELL SOAP?

In the video, it will explain how can you to sell the soap by viral maketing. Nowadays many campany are try to use viral marketing as a tools.

Let's see the video to understand it:

VIRAL MARKETING IN HONG KONG MARKET - Le Point

Consumers tend to seek out and listen to word of mouth more when the purchase decision is risky and high involvement brands. Buying property is a high involvement process due to the high priced, more complex and more personally relevant. Nowadays, consumers not only go to see the model house, but also search information and rely on opinions coming from the videos, websites and forum. So, marketers should be aware of word of mouth and monitor it closely in Hong Kong property market.

Let’s see viral marketing in Hong Kong - property market example: Hong Kong Tseng Kwan O “Le Point” examination reports on I-Cable program.

Link to Le Point video 1




Link to Le Point video 2




Link to HKITALK
http://www.hkitalk.net/HKiTalk2/viewthread.php?tid=376525


Link to HKGOLDEN forum
http://forum4.hkgolden.com/view.aspx?message=1767712&page=5


Link to discussion
http://hongkong.asiaxpat.com/forums/hong-kong-property/threads/114098/hong-kong-property-prices/

EXAMPLE OF VIRAL MARKETING

Many companies use their website with Viral Marketing
One of the example is "Calfornia Fitness".
Consumers can have trial of their service by registeration through online.
Consumers can go to their company website and register for 1 week complimentary guest pass for free.

VIRAL MARKETING EXAMPLE IN HONG KONG: OLAY TOTAL EFFECTS

Olay is one of the most recognizable brands in the world. Many product lines with different function under this brand, and Total Effects is one of the sell well product line with a good comment in Asia especially in Hong Kong.

Olay launched a campaign named - “Sharing Olay Total Effects” at the end of 2008. This campaign has been using the viral marketing tools to expand the size of their target marketing and build a good relationship with their existing customers.

“Sharing Olay Total Effects” campaign encourages customers sharing their comments and opinions in their website www.totaleffects.net. Consumers will be guided to upload a self photo took with the product of Olay Total Effects, and recommend this product to their friends by sending email through their website. After they invite their friends, the users can get a sample as a gift. They also can comment the products and get the information of Olay Total Effects products through this website.

Link to Sharing Olay Total Effects advertisement video:


In addition, this website has been save all the customers’ data such as customers’ name, email address, age, and other personal information when they sign in to be their member and attend this event. These data can help to know more about their customers and provide more suitable products or information to retain their customers.

THE BEST INTERNATIONAL VIRAL CAMPAIGN - 「THE BEST JOB IN THE WORLD」

「The Best Job in the World」raised from Australia Tourism Queensland to hire an Island Caretaker to clean the pool, feed the fishes, collect mails, introduce the unique beauty and share experiences of exploring the Island Islands of the Great Barrier Reef, Queensland Australia to others.

This is a well known and a very successful global Viral Marketing campaign in 2009 1st half year and has win a Cannes Lions 2009 Best International PR campaign Grand Prix.

This campaign had a significant global reach across the media and generated such a high volume and highly impassioned response from consumers. Global news coverage included CNN stories, BBC documentaries, TIME magazine articles and everything in between.

And the results are amazing:

- More than US$100M worth of media coverage (from a budget of $US1.2M)

- In 56 days islandreefjob had 6,849,504 visitors- 34,684 applicants from 201 countries

- 47,548,514 page views with an average of 8.62 minutes spent on the site

- A Google search for “best job in the world island” achieves about 52,500,000 listings, and 231,355 blogs

It's a very good and sucessful example to show us that how to make your marketing campaign through Viral Marketing!

Reference:

http://work.canneslions.com/pr/

VIRAL MARKETING CHANNEL - YOUTUBE

"YouTube" is a video sharing website on which users can upload and share videos.
Individuals can upload whatever they want onto "YouTube". All people can watch the videos online while registered users are permitted to upload unlimited number of videos.

With sounds and images in videos, "YouTube" becomes another significant viral marketing channel. Many people promote their products and services with the aid of "YouTube".

An Example of companies advertise on "YouTube", LG mobile phone Company will upload their latest products trailers onto "YouTube" when new products launch.

Link to LG KU990 Viewty:


Link to LG BL40 Black Label 4:


Not only companies using "YouTube" as advertising and viral marketing channel but media also post their programme on "YouTube" for reaching readers and audiences.

An Example of Media using "YouTube", Weekend Weekly Magazine: weekly programme

Link to Series 501 - So Man Fung VS Tram Boy Peter:


Link to Series 504 - Make up class:


Beside companies, individuals posted their great works online for their different purpose like sharing their views or just for fun. But sometime individuals' videos may result in a large feedback because of the widespread of "YouTube".

An Example of widespread of YouTube is Julian Smith who is a director and he uploaded a video named "25 Things I hate about Facebook" which resulted in a huge response.

Link to 25 Things I hate About Facebook:


After the video is posted, more than 1 billion people watched it. And even the "Facebook" need to invite him for a visit to their company as a crisis management to repair and rebuild their image affected by the "YouTube".

Link to Inside The New Facebook Layout:


From the above, you can see that "Facebook" and "YouTube" are most powerful viral marketing channels because of the widespread in internet world. They are not only viral marketing channels, but even popular enough to become a discussion topic in the 2009 World Economic Forum.

Link to World Economic Forum 2009 - "Facebook and YouTube Five Years From Now"

VIRAL MARKETING EXAMPLE IN HONG KONG: BA WANG SHAMPOO

YouTube is a website that provides a place that you can upload the videos with no cost. Publics can upload the video they like and share with their friends and the community. This platform helps companies a lot. Firstly, you just sign in with few steps for post video to YouTube, it easy to use and very user friendly. Secondly, you don't need to pay for posting in YouTube. Thirdly, everyone even they were not YouTube member, people can visit and watch the video anytime and anywhere through internet. So, if a company upload an advertisement to YouTube, designed with good viral marketing elements, like a simple and outstanding theme message, the campaign will spread out like virus that target to the whole world.

Following is a local example of viral marketing.

Ba Wang is a well-known China based company. Their brand become famous in Hong Kong because of Jacky Chan endorses their shampoo product. Many people interested in Jacky Chan's speech in the advertisement, and discussed with peers. This advertisement got more than 250,000 people views.

Link to Ba Wang shampoo (Jacky Chan) advertisement video:


At the same period, the popular movie "Ponyo on the cliff by the sea" aroused most of Hong Kong people's interest. Ba Wang reorganized their advertisement and posted to YouTube, with the melody of "Ponyo on the cliff by the sea" theme song and added in Jacky Chan's speech as the lyrics.

Link to "Ponyo" version Ba Wang shampoo video:


This "Ponyo" version video reached more than 1,730,000 people and many people willing to share with others through different channel such as facebook. People created groups to discuss and share their feelings and wordings. This action made Ba Wang shampoo and Jacky Chan becomes the hot topic of discussion again.

JIBJAB - HE'S BARACK OBAMA

JibJab does eCards, but they're probably best known for meme worthy videos, a prime example being their election video ditty in 2008. And if history is any indication, these guys will create quite a stir with their latest video, He's Barack Obama.

The head honchos at JibJab, brothers Gregg and Evan Spiridellis, are debuting their latest creation in front of the President himself. The duo is showing off their soon-to-be viral video hit in front of Barack Obama at the 65th Annual Radio and Television Correspondents Dinner on 19 June, 2009.



This video has used 3D + stop motion + after effect + retroaction which made it got a lot of hit rate in the web and become popular around the world. You can find how to make this video and the storyboard from their blog.

JibJab is a very good example to show us that how to utilizes viral marketing to promote their company. Beside to show this video in front of Barack Obama, they also publicize themselves through Facebook, MySpace, Twitter, YouTube, etc.

With these viral marketing effects, JibJab can spread like a virus. Everyone wants to see it and when they do and they all want to share it to others.

VIRAL MARKETING IN HONG KONG – PRODUCT PROMOTION CAMPAIGN

Viral marketing is a strategy that attracts a huge amount of people via the internet with no promotion cost. It is said to be a word-of-mouth communication and acts as a natural virus or a computer virus since its spreading rate is fairly fast and the degree of effectiveness is so high.

Body Shop is a real example which shows that viral marketing make it become successful. The new Tea Tree products from Body Shop have been using these amazing viral marketing tools in promotion and it spreads as a virus rapidly in HK.

Body shop has used a popular communication site ,Facebook , the community platform ,in order to show updated information about their new products. You can find a facebook logo on its website which will directly link users to its created facebook group .

In this group, people can receive a coupon to have a trial pack of the new tea tree products after they have become a fan of it.

Furthermore, Body Shop will also post latest information of its products in the facebook site, such as product ingredients, how to use the products, the functions and effectiveness of the particular product.

Moreover, readers can obtain all promotion statuses from this group owing to the information will be regularly updated by Body shop such us its road show videos.



Apart from using Facebook as a medium, Body Shop also invites bloggers to use its new products and ask them to share their experiences after using them,which is a simple way of promoting its goods.

http://apple113.blogspot.com/2009/07/blog-post_6751.html

All in all, we can observe that Body Shop has been using different viral marketing tools to promote their new products through videos , community platform and website.

VIRAL MARKETING CAMPAIGN SHOULD HAVE VIRAL DELIVERY

Viral delivery is critical in viral marketing campaigns.

Viral can be word of mouth delivered and enhanced online to reach a large number of people in a short term. Just like a flu virus in humans, viral marketing replicates and propagates itself online. Nowadays, many companies use YouTube, Facebook, MySpace groups to enhance awareness of their brand and can effectively market their product or service using the Internet. Online social networking offers an ideal communication environment to spread the word and take viral marketing to the success.

Let’s talk a viral marketing campaign - Wal-Mart’s Facebook Presence targets students well. This is an viral marketing campaign example using online social networking site to reach their specific target audience.

Wal-mart launched a Facebook group targeting college students getting ready to going back to school. There are links to a supply checklist and links that go back to walmart.com’s music, green shopping area, and information about its new “site to store” service. Also, the killer “app” on the site is available. This is a Roommate Style Match Quiz which asks questions such as, “What is your favorite way to study?” and “If your life were a movie, what genre would it be?” If you took the quiz and it turns out you are a “Brain-Stormer”.

Most importantly, Wal-mart understands Facebook groups are sizable audience for marketers to pursue and the interactive, social nature. The Style Match Quiz not only enables you to take the quiz, but you can also post it to your profile and send it to friends. Thus, through viral marketing, Wal-Mart is able to spread the word about its business quickly and in a cost-effective manner.

Articles in Reuters: Wal-Mart using Facebook to win back-to-school sales:
http://www.reuters.com/article/businessNews/idUSN0843464220070809?feedType=RSS

Wal-Mart: Back-to-College Campagins Photos in flickr:

VIRAL MARKETING CAMPAIGN SHOULD HAVE MEDIUMS

Viral mediums are one of the key components in viral marketing campaigns.
Most viral mediums include video clips, images, interactive games, and even text, can help express and share the idea quickly.

For example, if pictures are worth a thousand words, communicating a message through image or video might allow people to share and download the message all around world.

Let’s see the Barack Obama presidential campaign of 2008 brilliantly used social networking sites to deliver its messages to tens of millions of people across the United States. In this viral marketing campaign, the messages were “Hope” and “Change we can believe in”. The viral mediums can take many forms: the “HOPE” poster, official Barack Obama Web site, (containing policy papers, blogs, tax savings calculator, event information, and so on), and videos.

Barack Obama has implemented viral marketing techniques throughout his site. Barack Obama use different viral mediums such as video, articles, poster to convey the message to reach a tremendous number of target audience.

Link to Barack Obama Video: “Yes We Can”


Link to Barack Obama Web site:
http://www.barackobama.com/

Link to Barack Obama “Hope” poster:
http://www.flickr.com/photos/ari/2238959127/

VIRAL MARKETING CAMPAIGN SHOULD HAVE VIRAL MESSAGE

What comes to mind when you hear or see the term Viral Marketing? A virus?

The power of viral marketing is substantial, as the value of your campaign can increase exponentially.

In viral marketing campaigns, one of the most important components is viral message.

With viral marketing, marketers want their viral message to get passed on. For this type of viral marketing to be successful, marketers have to start with great content that recipients will want to share with others. The most important element of all messages is to create a very strong emotion and good storytelling. The more touching the video, the bigger the audience it will attract. Then, your viral marketing campaigns will suddenly get a life of its own – and start to spread like a virus.

Viral marketing is all about a good story and emotions. Viral marketing will only be successful if the viral message is good enough or valuable enough to be passed along.

Let’s see Korea Lotte’s 2% bottled water video!
Lotte company uploaded the 2% bottled water video to the YouTube site.
The main ingredient of the video was not the bottled water, but the story. YouTube viewers started to email the video to friends and embed it in their blogs. Through viral marketing, the video was viewed more than 100,000 times. Many were deeply touched by this very successful viral and interactive campaign which should have help raised the 2% branding tremendously.

Link to Korea Lotte’s 2% bottled video:
http://www.youtube.com/watch?v=NJiKkworQ_c


Link to viral marketing campaign:
http://danzarrella.com/examples-of-viral-marketing-campaigns.html