Digital Marketing WebinarLearnings Of A Viral Video

Marketer -Finding The Method To The Madness

March 27, 2015 | Aashish Chopra (Manager - Content Marketing at

ixigo.com)

www.digitalvidya.com

Learnings of a Viral Video Marketer

“Finding the method to the madness”

By Aashish Chopra

Who am I to be talkingabout viral marketing?

about me

Total internet base in India estimated at

354 million users 213 million mobile internet users

by June 2015

importance of viral marketing

India to have the largest number of Facebook users on mobile by 2017

100 million mobile users in 2015

Whatsapp: 70 million users in India!

YouTube is already big!

“For marketers, this is where the action will be”

importance of viral marketing

the challenge

• Too much competition

• Chaotic newsfeeds

• Falling attention spans

the challenge

Question:

What is our averageattention span today?

the challenge

what is a viral?

what is a viral?

“a happy accident”

story of the first viral

“From an idea to radio interview in 18 hours”

story of the first viral

“From an idea to radio interview in 18 hours”

• Uploaded on YouTube• Featured on StoryPick• A full screenshot story on Buzzfeed• Found its way to Reddit• Featured on NDTV, IBNlive and Daily Bhaskar• Two Radio interviews on Radio Mirchi

story of the first viral

Key Learnings

• Topical content works• Make it ‘news-worthy’• Inspire action

the next viral - applied learning

The Fool’s day prank video. Featured on Storypick, Travel Daily Media, India Business Blog and few others.

the next viral - applied learning

Key Learnings

• topical content works (newsjacking)• brand DNA in the video

the case of travel hacks

the case of travel hacks

Question:

How many views did this video get on YouTube

on the first day?

the case of travel hacks

the case of travel hacks

• Nominated for Best Viral Campaign of the year - IAMAI awards• Won Best Viral Campaign - DMAI awards

Facebook Reach

the case of travel hacks

Key Learnings

• Make it share-worthy (friends tagging)• Move fast and engage (2-3 min video)• Solve a problem; make it useful• Storytelling beats production value ($)• ‘Shares’ the new currency on social (3.5l)• Facebook emerges as game changer• Facebook (sharing DNA) vs YouTube

experiments / applied learning

visa free video

experiments / applied learning

● Made for mobile screens: clutter free, 2-3 minutes length, formats

● Got 250k views on Facebook

● Another 250k when a famous politician shared it.

● Adding a ‘Call to Action’ button on the video got 6% CTR, app downloads jumped. (ROI)

● A user downloaded it and posted it on his Facebook page, which got another 2.4 million views!

visa free video

experiments / applied learning

vacationdeprivedvideo

experiments / applied learning

hotel hacksvideo

experiments / applied learning

hotel hacksvideo

● 15 second rule, make it compelling

● Got 850k views on facebook

● Viral on whatsapp: no way to measure, stories still come today

● Featured on popular international blogs around the world

● ‘Call to Action’ applied on the video, got 5% CTR (ROI)

other half of the battle

Distribution Strategy

• Tuesday launches• Thumbnail and Copy (titles/desc/wall copy)• Multiple versions: FB, YT, Whatsapp• Initial seeding: cross platform, core group

(100 shares 10 minutes)• Facebook: promote on organic curve• Outreach to 3pm content blogs

newsjacking

newsjacking

“Newsjacking is the practice of injecting your ideas into a breaking news story and

generating tons of social media coverageand engagement.”

Brand DNA + Breaking News

newsjacking examples

newsjacking examples

newsjacking examples

newsjacking examples

last words

- Don’t make an Ad (BS detectors)- Don’t start with intent of ‘viral’ (result)- Obsess about your users- Think storytelling, not high production ($)- Why would anyone share it?- Does it have repeat viewing value?- Users first, branding next; give value- Make it for mobile screens- Facebook native video; Whatsapp

last words

It’s not about being creative;but about being creative consistently

Do 10 experiments; 2 will workjust like movie studios

80% of success is showing up - Woody Allenexecution is everything

thanks :)

Aashish Chopra@aashishc

ixigo videos

YouTube: www.youtube.com/ixigorocksFacebook: www.facebook.com/ixigo/videos

www.digitalvidya.com

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