Everyday a bunch of digital stuff is uploaded by brands who hope it will strike a chord amongst users. Through social media these same brands hope consumers will share what has been created.
Have you ever asked yourself why is it that some stuff hits pay dirt whilst other stuff withers on the digital vine?
For brands, aside from ensuring that there’s a kick arse traffic driving strategy, we reckon it’s all about content and what we call the WTF barometer. Let me explain.
W is for Whimsy
The viral videos we love are often magical moments that allow us to escape from the everyday; think LED lights on a flock of sheep; think a funny looking Scottish woman transforming from a peasant to a princess when she starts to sing.
It could be a fairytale. It could be something that’s fantastic, say an African American defying gravity thanks to his latest Nikes. So if you want viral start thinking ‘whimsy’.
Zymil Tummy Tuner
T is for Topical
How quickly did news of Obama winning the Nobel peace prize buzz around the net? How quickly did we see all kinds of stuff related to Michael Jackson soon after his death- some was in good taste some in poor. But in this ‘always-on’ world if you wanna be viral, you gotta be quick. Look to topical news and current events.
Eternal Moonwalk
F is for Free
Want to get some buzz. Then offer something for free. Recently KFC did just that for the launch of their Cajun Chicken Burger. People heard about it and shared the news on Facebook with their friends.
Starbucks in the states do this kind of thing on a regular basis with great results, as do Papa John’s Pizza. Strategic giveaways and sampling spreads like wildfire. And when it comes to Free don’t just think product… It could be access to valuable information, curated content or some kind of utility that makes a consumer’s life a little easier, comfortable or less stressful.
KFC Cayan Grill giveaway
If you want people to share your branding stop thinking WTF are we gonna do and starting thinking about the WTF barometer.
Kevin Moreland is a Partner at BCM
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A, if not, the crucial point Kev and an easily remembered way to quick-test an idea before we take it further.
Then we just have to work out HTF we’ll do it in the time and for the money.
I like the WTF system. Not sure the tummy tuner is Whimsy more like “fart gag”. Could have gone under T for toilet humor. Also KFC giving away free chicken isn’t exactly “content”
Here’s another way to look at WTF and still get it to strike a chord
W: Win
T: Tits or Tiger Woods both related right now
F: Free stuff.