Many characteristics come into play when creating a viral campaign. Some of them are listed below:
- Keeping it fresh
- Call to Action
- Story telling
- Evoke emotion
Combining these characteristics can often times be the reason the campaign goes viral; although there isn’t a guarantee that it will go viral. For instance, back in June of 2014, the Always Brand created a video, #LikeAGirl, which was meant to empower and change the way people perceived girls, away from the negative stereotype “…like a girl.” It’s message is emotional, tells a story, and empowers the viewer to take action by supporting a confidence building initiative for girls of the ages 10-12 and beyond, that are going through puberty. See the video below:
“In my work as a documentarian, I have witnessed the confidence crisis among girls and the negative impact of stereotypes first-hand,” said Lauren Greenfield, filmmaker and director of the #LikeAGirl video. “When the words ‘like a girl’ are used to mean something bad, it is profoundly disempowering. I am proud to partner with Always to shed light on how this simple phrase can have a significant and long-lasting impact on girls and women. I am excited to be a part of the movement to redefine ‘like a girl’ into a positive affirmation.” (Always, 2014).
What made this video so popular, could it be that everyone has been touched by the stereotype “…like a girl”? It definitely shows how this phrase has negatively impacted society. “For the past 30 years, Always has been empowering girls globally, bringing puberty education to millions of adolescent girls,” (Always, 2016). Always has utilized the use of a girl emoji and the hashtag #LikeAGirl to empower and grow their social media initiative.
The campaign by Always was so popular, many other information channels picked up on their initiative and joined in on the mission to change the way society perceives “like a girl” and boost confidence.
This video shows a fresh take (at the time) on a social trend to better confidence held within girls and women. The call to action that was initiated with this video inspired fans to share stories about activities they do “like a girl”. These images and follow up stories were published on social sites such as Twitter, Facebook, and Instagram using #LikeAGirl. Some parts of the video are comical (to me), like when the boy was asked by the director, “So you do think you just insulted your sister?” He says, “No, well… I mean, insulted girls, but not my sister.”
(June 26, 2014). Always on YouTube. Retrieved from https://www.youtube.com/watch?v=XjJQBjWYDTs
(2016). Always website. Retrieved from http://always.com/en-us/about-us/supporting-puberty-education
Lonen, D. (September 14, 2015). Daniel Lonen WordPress. The Top 5 Characteristics of a Viral Campaign. Retrieved from https://daniellonen.wordpress.com/2015/09/14/the-top-5-characteristics-of-a-viral-campaign/