Viral Marketing

"You run like a girl."

"Oh yeah? You hit like a girl."

"And you act like a girl!"

Doing something #likeagirl was one of the worst insults you could give to someone. There is nothing vulgar about the term but somehow it was one of the most demeaning insults. It was one we have learnt to use since elementary school, and stick with us in our adulthood.

Nobody thought anything more of this insult, about how it came to be, and the (invisible) association it brought, until Always came up with a viral campaign #likeagirl.

This campaign went viral, not because of coincidence, or good fortune.

It was for a number of good reasons. It was a carefully constructed campaign that fulfills STEPPS, a marketing technique, which is the science behind making content viral.

Social Currency

It is the idea that people care about how others look at them, how they want to portray themselves on social media. Hence people are much more likely to share something that makes them appear "cool", something that increases their likability.

This includes being identified with good social causes. Always played this to their advantage. With the tagline campaign #likeagirl, the brand associates itself with female empowerment, which is a trending social cause the majority wants to identify with.

Triggers

Triggers are something that reminds us of a memory. It is prevalent, something at the top of our mind, something that makes us recall.

"Like a girl" is a derogatory term we used to insult others for as long as we can remember. As children, we used it. Even as adults, we still use it. Therefore it is no surprise that the campaign tagline triggers a deeply rooted memory in us.

Emotions

A viral advertisement invokes emotion in its audience. It is considered successful when it brings out emotions, whether if it is happiness, sadness, anger, or regrets. Consumers would like/share/comment content that elicits their feelings.

In this case, #likeagirl is a powerful tagline which stirred the emotions of the public. Young females felt encouraged, motivated and strong. Females feel empowered. Young or old, male or female, individuals rethink the term used which has long been linked with insults.

Public

The concept is that whatever content created are meant to be created to show. Is it fit to be shared, suitable and appropriate enough to share? If consumers are consumer in sharing, all the more the advertisements will go viral.

This campaign passes the above mentioned criteria. It is a message worth sharing, fit, suitable, appropriate and comfortable for consumers to share.

Practical Value

A viral content offers knowledge and practical advice that the audience can relate to in their daily lives. It provides a clear and concise message to readers that can aid them in their everyday life.

The underlying message of "confidence", "female empowerment", breaking stereotypes" contributed significantly to the virality of this campaign. It spreads good advice to every young girl, and every boy out there.

Stories

A viral campaign tells a story. A story engages, is easy to recall, and easy to tell. There is a beginning, middle, and an end to it, which the audiences look forward to.

Albeit subtle, #likeagirl campaign tells a story about teenage females who thought "running/hitting/throwing like a girl" meant that they were supposed to perform said activities with girliness, weakingly, and not giving their best. When similar questions were posted to young girls, they gave it their all. They did not bother themselves much with the term #likeagirl. This in turn inspired the older females who made them reflect, and decide that the term was not supposed to be pejorative and belittling.

One of the older females summed up the message of the campaign best, "Yes, I kick like a girl, swim like a girl, walk like a girl, and wake up in the morning like a girl because I am a girl, and that's not something I should be ashamed of."

Conclusion

These are the secrets, the 6 STEPPS behind viral content.

Sources:

https://thegossagency.com/2015/10/27/bergers-six-stepps-for-creating-viral-marketing-content/

http://mastersindigitalmarketing.org/viral-marketing-content/

Hey there! I am an undergraduate marketing student, I do not claim to have any great knowledge or foresight in this area, as I still have a great deal to learn. These posts are part of an assignment I am doing, and they solely reflect my personal opinions and thoughts. If you have any take on this, please do comment below to let me know! Thank you!

#digitalmarketing #STEPPS #likeagirl #viralmarketing