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Viral Marketing Campaigns – January 2019
February 12, 2019

January is a weird month. After weeks of festive indulgence, culminating in an evening of excessive consumption that’d make our past kings and queens proud, many of us are left with heavy heads, a fuller figure and making promises to 2019 that we won’t keep for long. Add the colder weather and darker nights to this mix and it results in a pretty bleak picture.

Thank God, then, for marketing campaigns and viral content which have been brightening up our dull days. While we were busy feeling sorry for ourselves, Greggs launched the Vegan Sausage Roll on 3rd January. The 40-second promo video, which pokes fun at iPhone ads, went viral: on Twitter alone, it has reached 50K likes, 8.2K retweets and 8.6K comments so far. Its popularity was boosted even further when Good Morning Britain presenter Piers Morgan retweeted the ad, saying that, “Nobody was waiting for a vegan bloody sausage roll, you PC-ravaged clowns.” Without missing a beat, Greggs’ social media team hit back with, “Oh hello Piers, we’ve been expecting you.” In a nutshell, Greggs have demonstrated how to harness the power of social media effectively: create an original campaign which elicits emotion from its audience, tap into current trends and respond to comments like a human. Many companies miss a trick by simply scheduling promo content and not using social media as a way to be more sociable and show off their brand personality.

Hot on Greggs’ heels was the World Record Egg challenge on Instagram on 4th January, the aim of which was to topple the platform’s most liked post by Kylie Jenner, which currently stands at 18 million. The record has been well and truly smashed, with a stock image of an egg achieving 48.2 million likes at the time of writing. Taking on the social media-savvy Kardashian-Jenner Klan is a bold move, but this proves that the reality TV revolution is alive and well. Or it could just be that users are fed up of seeing perfectly polished content and are craving something real. Or we’re just procrastinating. You decide.

Speaking of unfiltered photos, the #10YearChallenge channelled this idea and ran with it all over Facebook, Twitter and Instagram in mid-January. Sharing two photos, usually side by side, taken 10 years apart is basically a spin on the throwback shot, but here you get to show how great you look in 2019 and that you haven’t really aged. Narcissism has been rebranded for the new year. However, it’s not all navel-gazing: people have been taking advantage of this opportunity to show the effects of war and climate change on Middle Eastern countries and our oceans respectively.

Based on what we’ve seen so far, 2019 looks set to be a promising year in terms of content creation. Whether you’re a business owner, social media strategist, blogger, baker or candlestick maker, how are you planning to take social media by storm this year? If you don’t have an answer to that question, we can help you figure it out.

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