MAR3001 Consumer Behaviour Learning Journal #8

We started today's class with a review of the previous’ day’s topics. Then, the professor shared links of viral marketing content that intrigued the class. The videos are generally funny filled with contents that I would see myself being entertained by. Most importantly, the commercial such as the ‘Evian Baby Me’ reminds me of Japanese commercials where most of the content created is not related to the product only until the end, leaving you at the edge of your seat guessing what they are trying to promote. Here is a link to a compilation of Japanese commercials so you would understand what I am mentioning: https://www.youtube.com/watch?v=GmYVfyqzu4Y

 

We dived into the concept of viral marketing design which showcases four important steps. Being able to create a compelling content enables relatability and emotions. Next, targeting the right audience is vital in advertising. In the viral videos that we have watched in particular has a mix of general and specific audience that even if you are not actively searching or interested in that area of product, the video would still find its way into your sight. Campaign seeding is where and how you would be spreading the advertisement, in this case, it was through various social media platforms and television. Last but not least, the company should be able to tell and measure the success of the project through the rise in sales and the conversion rates. 

 

Then, we moved on to analyzing the videos using the online viral marketing campaign table infused with the 6 principles of contagiousness:

 


Volvo Trucks

 

Create compelling content: Creating a mysterious introduction which gradually pans out and shows a fantastic split between the two volvo trucks and its dynamic steering.

 

Target the right audience: The audience are most likely car enthusiasts who are seeking variety of different vehicles. Or people who are interested in fascinating commercials.

 

Campaign seeding: the commercial was released after the improved upgrade of volvo’s dynamic steering trucks. 

 

Control/measure results: Checked the comments and people are generally impressed by the split and the drivers as well for being able to hold the trucks stable with some even saying that they still get goosebumps watching it after 7 years.

 

 

Reference: 


Neubert, M. (2021). MAR3001 Presentation Part 1 [PowerPoint Presentation]., (p.130-133).     

      

                        Zurich.

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