Framework

Six steps to build a viral video campaign

The question it answers

When a marketing team has a video idea, what sequence should it follow to turn it into a shareable campaign it can measure and adjust after launch?

Origin
Berger and Milkman, 2012
Diagram type
Process by phase
Level of analysis
Team
Topics
Marketing & sales
Megaphone aimed at a glass target, icon for marketing and sales

Diagram

Six steps to build a viral video campaign

  1. Six steps
  2. Conceptualisation
  3. Storytelling and emotional trigger
  4. Platform optimisation
  5. Incorporating trends
  6. Call to action
  7. Monitoring and adjustment

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Berger, J. and Milkman, K.L. (2012) ‘What makes online content viral?’, Journal of Marketing Research, 49(2), pp. 192–205.doi:10.1509/jmr.10.0353Source page