An example of a viral marketing ad… hmm… I’m sure you’ve fallen for one at some point too. Suddenly, you hear everyone talking about that famous YouTube video…
A viral ad that everyone seems to have seen already, or even a campaign full of controversy that makes it onto the midday news. And, finally, a friend recommends that you watch the latest viral marketing campaign and, of course, you watch it.
You may think that any of these pieces of content deserves its notoriety, or maybe not, but the truth is that by the time you realize it, they have already become a viral advertising phenomenon.
Why do some pieces of content become so popular that they break view records within hours? Is it luck or a well-planned strategy? In this article we show you some of the best viral marketing examples there have ever been.
Best Viral Marketing Examples: Campaigns
Over the last few years, many brands have run viral marketing campaigns, and most of them came out of a carefully thought-out, well-defined strategy, although in some cases luck and chance gave their content a good push.
The examples I’m going to give of successful viral marketing campaigns come from big brands because they are the most widely recognized, but I want to make clear that viral marketing is within everyone’s reach.
Let’s look at some more examples!
MTV and Its Music Videos
I’m sure you remember a music video from a few years ago from an MTV campaign. It was called “Amo a Laura” and it became a big hit at the time.
What started as a joke grew so fast that within a few weeks it had thousands of comments, millions of views and a huge number of parodies.
The song by Los Happiness even made it onto the national news and proved that humor works wonders when it comes to making content go viral. When you create fun content, it is much easier to reach everyone.
Oreo, a Viral Campaign Thanks to Photographs
Another great viral marketing campaign was Oreo’s Daily Twist, which broke the rule that a viral phenomenon only happens at a specific moment, since Oreo managed to keep it going, very successfully, for an entire year.
The campaign consisted of posting one photo a day on Facebook starring its famous cookies. Each day they looked for a different theme, based on commemorating significant dates or particular social causes.
Oreo hit the nail on the head and connected so well with the public that it raised its follower count to 29 million and got its viral campaign talked about on more than 180,000 websites.
Eurovision 2008
Do you remember who represented Spain at Eurovision in 2008? I’m sure that if someone asks you like that you won’t remember right away, but… what if I ask you about Rodolfo Chikilicuatre or “Baila el chiki-chiki”?
That year the creatives behind the show Buenafuente, on La Sexta, wondered whether they could create a musician out of nothing and get that character to win the public vote to represent the country at the famous contest. And they did.
With that tacky reggaeton song, and a great sense of humor, they broke audience records and it became a piece of viral advertising almost instantly. What’s more, the business didn’t end there: dolls, trading cards and T-shirts were made, and phone ringtones were sold.
Coca-Cola, an Example of Great Viral Campaigns
The introduction of Coca-Cola cans personalized with different names was one of the most memorable marketing campaigns of all, since it was an example of going viral through photos and content shared by customers.
Many users shared photos of themselves with cans bearing their name on their personal profiles, spreading the brand name everywhere as far as possible. In addition, Coca-Cola gave its customers the chance to generate a can with any name on it.
The success of the #ShareACoke phenomenon was so great that it has spread and is repeated all over the world, adding the option to include surnames and even nicknames.
Ryanair and Its Humor on TikTok
Ryanair has become one of the most viral brands of recent years thanks to its cheeky, sarcastic tone on social media.
They use TikTok to laugh at themselves, reply to users with memes and even joke about their own fares.
Their strategy shows that self-deprecating, down-to-earth humor can generate millions of views and strengthen brand recognition with hardly any advertising spend.
Barbie (2023): The Marketing of the Color Pink
The release of the Barbie movie was much more than cinema: it was a masterclass in global viral marketing.
Warner Bros and Mattel literally painted the world pink: collaborations with Airbnb, Google, Xbox, Zara or Burger King, and viral filters on social media.
The phenomenon generated more than 13 million mentions on social media before the release, showing that a powerful visual identity can dominate the global conversation.
Burger King and Its “Whopper Whopper”
Burger King launched a simple song in an ad in the US, repetitive and catchy, with the chorus “Whopper, Whopper, Whopper, Whopper…”.
Within days it became a global meme on TikTok, where millions of users took it and created versions, parodies or dances.
The result: more than 3 billion views under the hashtag #WhopperWhopper and a notable increase in sales.
Netflix and the Squid Game “Merch”
After the worldwide success of Squid Game, Netflix took advantage of the phenomenon by launching immersive experiences and viral merchandising.
Thousands of users shared videos dressed as the characters or taking part in recreations of the games.
The key was to encourage participation and user-generated content, multiplying reach without the need for direct ads.
Duolingo and Its “Chaotic Owl”
Duolingo’s green owl has become a TikTok star.
The brand bet on an irreverent, surreal tone, with the owl acting as an influencer, joking about exams, relationships and procrastination.
The result: millions of views and constant engagement, turning an educational app into a pop brand.
Maybelline and the Train with Eyelashes
In 2023, Maybelline launched a TikTok video in which a train had false eyelashes that were being made up with its new mascara.
The clip looked so real that many people believed it was a physical stunt, when it was actually 3D animation.
The creativity was so striking that it went viral all over the world with more than 200 million views, redefining the concept of digital advertising.
Spotify Wrapped: The Annual Phenomenon
Every December, Spotify launches its personalized annual summary: Spotify Wrapped.
Although it is already a tradition, every year it manages to go viral because it turns users into brand ambassadors.
The content is shared massively on social media, with hashtags, memes and comparisons between friends.
It is the perfect example of how gamifying personal data can generate organic, emotional reach.
Conclusions
Viral marketing is a complete mystery for most companies. It is not at all easy to find an idea that can spread like wildfire in what looks like a magic trick, although these viral marketing examples were not accidents either.
With good planning and a well-defined strategy, a creative piece can go from zero to viral ad in minutes. What you need to keep in mind is that users play an important role in this kind of viral campaign, and you don’t always guess what they like.
Nowadays, it is essential to prepare your content so that it is easy to share on social media channels and mass emailing, since many brands have tried and fallen by the wayside.
Keep in mind that if your content doesn’t fit the objectives predefined in your overall marketing strategy, going viral will be of no use.
What other viral marketing campaigns from recent years would you highlight? Have you ever experienced this phenomenon with your brand?
These viral campaigns often rely on storytelling to connect emotionally with the audience, and if you are looking for more inspiration for social media, how to advertise on Instagram step by step has more ideas for your campaigns.
This type of content spreads mainly thanks to social norms: we share what we see others sharing.
