All About Viral Marketing – Viral Marketing is a marketing strategy that spread out the messages like virus. (Viral Marketing Definition, elements, examples in HK and global.)
Viral Marketing was raising in Hong Kong rapidly in this few years.
Following the blog and website creation process become more convience in this 2-3 years, people can easy to share their opinion and experience in the internet also the viral marketing agency.
Easy for using, easy for sharing, digital development led to the viral marketing promotion tactic more comment but decrease the credibility of the viral marketing.
SEO can make the blog, website become more famous, through the SEO technique, make your website become more high ranking in the organic search engine . it can increase the credibility of the blog. This is the most important part of doing viral marketing online
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.
Base on the definition that viral marketing is a strategy to amplify word of mouth in the digital channels (for example through email or social network), it seems that this strategy may be more useful in cities which fulfil 5 criteria,
1) They are well developed cities, 2) The cities have mature Internet infrastructure, 3) The local telephone charge are costly, 4) The citizens live far away from each other and 5) The citizens are frequent Internet users.
The basic requirement to achieve viral marketing is the existing of mature Internet infrastructure that most likely can be found in all well developed cities like Hong Kong, London, New York, etc. But in order to make viral marketing effective, the rest 4 criteria must also need to meet.
Should the citizens live close to each other, for example in Hong Kong, they may meet frequently easily without the need to communicate through Internet; if the telephone charge were low, for example in Hong Kong again, it would be more convenience for them to communicate through voice than typing; after all, if they are not frequent users of Internet which can be affected by population ageing issue directly, viral marketing will not able to work.
It is easy to understand why viral marketing cannot work better than real life word of mouth in Hong Kong, especially when the population ageing goes serious and major high Internet users are youngsters whose aims to use Internet are mainly playing online games or downloading different programs instead of for real communications or information search.
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.
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.
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.
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