From IPL to Elections: Lessons in Crafting Viral Campaigns

It is not often that two of the biggest events coincide. On one hand, we have the ongoing IPL, and on the other, we have the General Elections. Both are at two ends of the spectrum, the first being purely sports entertainment and the second being the most serious exercise of a functioning democracy. What connects both events is the high-decibel promotion and campaigning done to achieve massive engagement. In a country where Cricket is religion, IPL is its biggest festival. For brands, IPL presents a massive opportunity to target their end-customers. What we experience is a rush of brand campaigns flooding the scene with the desire to use the platform as a Launchpad and go viral. Some actually do and create an impact.

If cricket is religion, then the general election is more than religion. As communication professionals immersed in the whirlwind of election season, we are witnessing first-hand the pulse-pounding drama of campaigns and counter-campaigns, slogans, and their strategic approaches. It’s a time when no campaign can truly fail; they either succeed or become super hits, depending on their accuracy and proximity to the people. In this frenetic environment, the quest for virality takes center stage, with every strategist vying to create that one campaign that captures the public’s imagination and propels their candidate to victory.

Otherwise, making a communication campaign viral is not that easy, at all. In the ever-evolving landscape of digital marketing, it is every marketer’s dream to create that one campaign that captivates the masses, ignites conversations, and propels their brand into the limelight. Yet, the path to viral success often seems shrouded in mystery, with some campaigns soaring effortlessly, while others falter despite meticulous planning. For all communication and marketing professionals the coinciding of these two events presents a unique opportunity to study what it takes to make a campaign go viral. Behind the veil of uncertainty lies a formula, a blend of science and art, that can tilt the odds of virality in your favor.

Understanding the Subject and Audience:

At the heart of every viral campaign lies a deep understanding of both the subject matter and the target audience. It’s not just about the brand and its product; it’s about the ecosystem in which they exist. By strategically shocking and delighting your audience, you can carve a niche that resonates deeply. Crafting Precise Messaging: Words have power, and in the realm of viral marketing, precision is of paramount importance. Develop a messaging framework that distills your brand essence into key phrases that pack a punch. Think beyond product features to capture the essence of your vision, mission, emotions, or actions. Take cues from iconic slogans like Nike’s “Just Do It,” which transcends product specifics to convey a deeper meaning.

Creating Engaging Content:

Content is king, but not all content is created equal. Keep it snackable, emotionally compelling, and balanced between fun and inspiring. Leveraging storytelling to stir emotions can be a powerful catalyst for virality. However, tread carefully with controversial topics, ensuring sensitivity and thoughtfulness in execution. Hooking Your Audience: In the attention economy, the first impression is everything. Begin with a hook that’s fresh, unexpected, and emotionally resonant. Craft a narrative that takes your audience on an emotional rollercoaster, keeping them engaged from start to finish. By evoking a range of emotions, from joy to surprise to inspiration, you can create a captivating journey that leaves a lasting impact.

Leveraging Data Intelligently:

In today’s data-driven world, those who dare to delve deep can unearth several intelligent insights specific to their brand and audience. Analyse past campaigns to uncover patterns and preferences, but remember that data is a compass, not a destination. Strike a balance between data-driven decisions and human intuition, trusting your instincts to guide you where metrics fall short.

Targeting Advocates:

No campaign exists in isolation; it thrives on the support of advocates who amplify its message. Identify and engage with stakeholders, influencers, media personalities, and communities to extend your reach and influence. Cultivate relationships built on authenticity and mutual benefit, harnessing the power of collective voices to amplify your message.

Avoiding Hard Selling:

Gone are the days of blatant self-promotion; today’s consumers crave for authenticity and relatability. Keep your brand presence subtle, focusing instead on creating content that resonates with your audience on a deeper level. Strike a balance between relatability and aspiration, inspiring your audience to action without resorting to overt sales pitches.

Incorporating Genuine Calls to Action:

Engagement is the lifeblood of viral campaigns, and a well-crafted call to action can be the catalyst for action. Encourage your audience to participate actively, transforming them from passive observers into enthusiastic advocates. Whether it’s sharing, commenting, or taking a specific action, make sure your call to action is genuine, thoughtful, and aligned with your campaign’s objectives.

While there’s no guaranteed formula for virality, mastering these elements can significantly enhance your chances of success. By blending science with art, data with intuition, you can unlock the secrets to crafting campaigns that captivate, inspire, and ultimately, go viral. So go forth, armed with this formula, and unleash the power of viral marketing upon the world.

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Anand Prakash

Anand Prakash is Sr Group Head at Adfactors PR. In this role, he works as advocacy and strategic communication specialist, while overseeing Crisis Management, Reputation Management and Public Affairs for a wide variety of Corporates.