Now, here you go again...
“We want to be the next Ocean Spray…”
After every online viral phenomenon there comes the inevitable question. Everyone in the industry knows it’s coming. Some will avoid it. Some will embrace it. Everyone knows that they can’t recreate the moment that made the phenomenon just so phenomenal. So why do we get asked?
Here’s the first clip from Tik Tok which was recreated by just about everyone…
Ok… so now Mick Fleetwood is involved…
And then is pretty much stops being cool when the CEO gives it a go…
For posterity… “We want to create the next… Ice Bucket Challenge”
There’s a never ending list of these requests that come and go as quickly as the viral experience itself. I’m not here to have a pop at people for having an ambition that their brand should be on the lips (or is that thumbs) of every person on social media for a week catapulting sales of their product to unseen levels as they bask in the genius of their own challenge.
It’s not usually a good idea to be the next anyway. Be the first. Learn from what made the phenomenon go viral and apply the detail to your specific brand campaign. Sounds simple? Well let’s have a look at Ocean Spray.
Ever since Malcolm Gladwell’s Tipping Point we have all obsessed over what makes something ‘go viral’. In some form or another they have rehashed Gladwell’s ideas of The Law of the Few, The Stickiness Factor and The Power of Context. For clarity on the issue we like Contagious: Why Things Catch On by Jonah Berger where he outlines his theory with the mnemonic: STEPPS.
· Social Currency: ‘Appearances matter.’ Give your product – and its owner – social status by making it – and those who own/talk about it appear REMARKABLE (interesting, exclusive, distinctive, attractive, successful). Example: Blendtec’s Does it Blend Videos, Please Don’t Tell NY hidden bar, Rue La La’s secret flash sales…
· Triggers: ‘Top of Mind, Tip of Tongue.’ Associate your product with ideas and activities in peoples lives (moments – Kit Kat = break, colours, Coke = Red, music, words (more Mars candy stories in news during Mars pathfinder news story)
· Emotion: ‘When we care, we share’. Focus on what really matters and be ‘awe-some’ by asking the ‘3 Whys’ (Why is this product important, why is that important, and why is that important) and striving to evoke ‘awe’ – the sense of wonder and amazement that occurs when someone is inspired by great knowledge, beauty, sublimity. Example – Google’s Search On campaign (how to impress a French girl)
· Public: ‘Monkey See, Monkey Do’: Make adoption and use, publicly visible and copyable – e.g. Prostate cancer Movember campaign, Nike Livestrong
· Practical value: ‘News you can use’ Should be Useful – in a short, straightforward, and simple way – for you, and for who you share it with. Example, a corn on the cob tip on YouTube gets 7M+ views. The Power of Lists (buzzfeed style news)
· Stories: ‘Once Upon a Time’ – Your product should be wrapped up/communicated in a shareable (human) story or narrative – e.g. Subway – Jared Fogle story, went from 60″ waist to 34″ eating Subway sandwiches. But ensure your product is an integral part of the story (many people forget the product that is advertised in story-based ads/word of mouth)
Let’s try breakdown the campaign using Berger’s STEPPS:
Social Currency
The initial video is just very cool so recreating the video yourself touches on those vibes and gives a sense of being part of something bigger and being in the know.
Triggers
Ocean Spray didn’t plan this, but they were literally on the lips in the video on the screens of everyone watching. The chilled vibe works so well for Ocean Spray in this instance.
Emotion
Most people are having a difficult time dealing with the pandemic as the threat of further lockdowns is compounded by political and social issues in the US. This is a welcome relief and very pure moment. A quick escape from the reality we are all facing.
Public
It’s on Tik Tok then it’s on every other social channel and finally it’s on mainstream media. It couldn’t be any more public. It’s also so easy to copy. That’s the important part to remember her. Make is simple.
Practical Value
We may struggle to find an important practical value here, but we can see that the initial video is short, snappy and entertaining. It’s practical in its simplicity.
Stories
It’s not going to win best screenplay but the story is of a guy chilling outlooking at peace with the world with an incredible soundtrack. We’d all like that at the moment so we run to it.
The key point to all of this is that Ocean Spray didn’t commission the original Tik Tok video. They did however get on board with the movement as it snowballed. You can see how they responded here.
Anyway… I’m off to get a skateboard and a bottle of Ocean Spray… “Now, here you go again…”
- JD