The powerful capabilities of a viral campaign have been illustrated by previous successes in social marketing strategies; however it is fairly undisputed that the most innovative online video campaign in the first quarter of 2012 has been Kony 2012. This viral campaign has been the product of much research and use of proven marketing techniques which has struck a chord with its audience and generated global adulation and PR in terms of innovation and pure content.
Kony 2012 would not have been as successful without the great amount of research that collated prior to the creation of the viral campaign. When Invisible Children decided to make the video, they were aware of the necessity of providing concise and well-researched content. In addition, the creators of the viral campaign researched the receptiveness of people to the story about Joseph Kony and the Lord’s Resistance Army through previous campaigns. With each campaign, Invisible Children learned more about how to run an effective marketing program and publish their story to the masses.
Clear Audience Message
Kony 2012 became the most successful viral campaign of 2012 to date through its concise content and clear message and in less than thirty minutes, Kony 2012 is able to spread a message about the Lord’s Resistance Army that is informative, emotional, and inspirational. It quickly gets viewers’ attention, and compels them to keep watching. There is no need for lots of text or statistics; the makers of Kony 2012 were aware that people would spread a viral campaign only if it is clear, concise, and creative and if the online video struck an emotional chord with the brand message.
Call to Action
The Kony 2012 viral campaign has been about more than simply spreading information about the circumstances in Uganda; it has also been a means of inciting people to action. A call to action will inspire people to support a cause and share it with their friends. Kony 2012 propagates support for Invisible Children and a call to stand up for justice, in the hope that Joseph Kony will be brought to trial and sentenced for his crimes. This call to action inspires people to continue to share the video to friends and family worldwide.
What Can We Learn from the Kony 2012 Viral Campaign?
When considering how to create their viral campaign, Invisible Children made sure to take full advantage of popular social media sites. Through Facebook and Twitter, Kony 2012 gained global attention very quickly, and awareness spread rapidly. Social media marketing is a key component to spreading awareness about any viral campaign because it allows for the rapid dissemination of information. Kony 2012 became an overnight success due to the incredible power and connectedness of the social media and the use of social media conversations; to date over 88 million people have watched the Kony 2012 video since it was first launched.
Seeding Viral Campaigns with Online Video Inventory
Kony 2012 would not have grown so rapidly if not for the preliminary seeding performed with online video publishers. Before the video was ever launched, Invisible Children ensured that large numbers of young people were on standby, ready to like it, tweet it, and promote it through various technological means, this created a global social media conversation around the viral campaign. As the online video spread, Invisible Children contacted high-profile celebrities, including Oprah and Justin Bieber, to create global consumer awareness and the initial seeding was a major factor in the accelerated popularity of Kony 2012.
Kony 2012 used a high level of creative thinking and innovation to create their viral campaign and within the first week, the video received over 10 million views on YouTube. The hard work and planning that went into Kony 2012 has resulted in it being the largest and most innovative viral campaign in the first quarter of 2012.
Social media distribution companies, such as Viral Planet has carefully studied the causes and effects of the Kony 2012 viral campaign and they fully understand that whilst the content was clearly imaginatively created, the subsequent awareness and distribution that took place was also what made this online video and phenomenal success.