Several of my recent Buzz Tracker projects have included a close look at viral marketing or viral word-of-mouth and I’ve taken a specific interest in learning how word-of-mouth gets started and eventually reaches a viral level. Some brands fear viral word-of-mouth, like when a video of a Burger King employee taking a bath in the restaurant’s sink appeared on YouTube in August 2008 and quickly earned over a hundred thousand views. Despite any attempts at damage control by the brand, the video is still on YouTube and will remain there for the viewing public to see, even long after buzz about the incident subsides.

In contrast, an excellent example of a brand using viral word-of-mouth to their advantage is Louis Vuitton, the luxury baggage designer. A series of videos created by the brand with a focus on core values and the tagline “Where will life take you?” appeared on YouTube in early 2008 and has received several hundred-thousand views. Many consider the initiative a success, not only because consumers continue to watch the videos and pass them along to others, but also because revenue for the brand grew 14% in the first six months of 2008.

For every brand that successfully launches a viral marketing campaign, there are brands that are leery of entering the space and brands that try but fail. I have seen campaigns that I personally think are creative and interesting, but generate very little buzz and a disappointing number of hits. On the other hand, there is a long list of successful campaigns, but what specifically makes these campaigns reach a viral level? How and why do consumers first learn of these videos and what makes them want to pass along links and discuss them with others?

Many of the answers to these questions aren’t clear cut or “one size fits all”; however, brands that may feel overwhelmed should know that there are a few basics that should be at the core of a viral marketing initiative. While certainly not a comprehensive list, here are a few thought starters. First, the video should be highly relevant to issues or events that are key to the brand, such as a product launch or damage control for a high-profile issue or crisis. Second, the video needs to be sincere and authentic to the brand and what it represents. Third, remember that a video can have a long shelf life online; the face or brand image represented in the video needs to stand the test of time and be in line with the long term brand strategy. Brands should also keep in mind that if they fail to take the plunge into viral marketing, they may be left behind while competitors use CGM2 to their advantage.

Tags: online video, viral marketing, word of mouth