*content reproduced with permission from keSolutions.biz
How do you make people hear you out about something everyone knows is boring and would rather avoid? One answer is to create content that goes viral and is repeatedly shared.
A great example - The Dumb Ways to Die campaign
Dumb Ways to Die video (see above) was the answer proposed by the McCann Melbourne ad agency to Metro Trains operator from Melbourne, Australia. In a bold movement, Metro Trains gave the green light and so, at the end of 2012, the campaign video was made public and promptly went viral through sharing and social media.
- ➞ viewed 2.5 million times within 48 hours
- ➞ views 4.7 million times within 72 hours
- ➞ viewed 30 million times within 14 days
- ➞ viewed over 137 million times, as of August 2016
The science behind sharing: Make’em laugh, make’em cry
"For practitioners the potential benefits of viral video campaigns may seem abundant; however success can be 'hit and miss'. While some videos may be shared tens of thousands of times in a few short hours, others fall very short of expectations. So why do certain pieces of content get shared more than others?" - asked Dr. Karen Nelson-Field in a report published by The Ehrenberg-Bass Institute back in 2011. To answer this question, her team pored over videos and carefully assembled a large data set of user-generated content combined with 355 billion branded videos from social video marketing analytics platform, Unruly.
Based on what she found in psychological literature, Nelson-Field started by placing emotions into four groups: high and low arousal positive, and high and low arousal negative, as you can see below.
Here is Table 3 from the 20011 report that sums up their results: