The Not Really Viral Panel About Branding Viral Paid More Heed to Word of Mouth
First things first: this panel had little to do with viral marketing or branding. The case studies discussed were well thought-out developed plans, put into the hands of carefully chosen influencers. All very controlled, it seemed. True viral campaigns, on the other hand, have a lot less structure and a lot more audience involvement. They’re co-created and only work when the customer has control or influence over the content and its distribution.
Rather than a razor sharp focus on viral marketing, a misnomer in itself, the “Viral Branding—Creating Brand Ambassadors” panel was about word of mouth and how to get products into the hands of targeted consumers. All but one of the speakers came from companies with member groups that have signed up to participate in product pitches. Essentially, these companies enable brands to target known populations and this strategy is almost always fail-proof. Aliza Freud, Founder and CEO of SheSpeaks, explained that you’re speaking to people that want to be targeted—they sign up for the site, give their personal information away at the outset, and have opted-in to be advertised to.
SheSpeaks handpicks who is sent what product—the case study discussed today was about an OPI nail polish marker. (In a clever move, Aliza passed a few of the markers around the room. The other women didn’t seem to care. However, I, the advertiser’s ultimate dream, clicked one open and immediately wondered where it was for sale. Sigh.)
“Even if they didn’t like the product, after every program participants always feel better about the brand. Because they feel like they’re suddenly important to the brand, they’re being listened to,” Eliza said.
What about metrics to back it up? House Party’s Mindy Davis discussed the impressive array of measurement tools they use to evaluate each campaign—the House Party business model is clever, unique and well-orchestrated. Like SheSpeaks, it delivers products to people who have signed themselves up, however they’re required to host a party and pass samples out to their friends. Yes, sounds house-wifey and pyramid schemey at first. But take a look at the metrics if you can find them. You’ll wish you came up with the concept.
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