When it comes to campaigns that go viral, there’s more involved than just numbers with many “zeros” on social media. There’s a strategy beyond the technique, beyond simply pressing buttons and investing in ads. What we can learn from actions that gain public recognition is that any move by a brand aimed at engaging the audience needs to touch the heart, making it almost intuitive to want to comment and share content.
André Carvalho is the CEO of Tempus Inova and has outlined five lessons he learned from successful marketing campaigns over the years. More than just admiring, it’s possible to learn from “masterstrokes” like these.
1. Simplicity revolutionizes
It’s not always necessary to shower the target audience with confetti, and the “Share a Coke” campaign is proof of that. Replacing the Coca-Cola logo with names was a simple idea but with a profound impact. It was personal, direct, and resonated with everyone who found their name on the bottle.
Another campaign that exemplifies this is “Thank You Mom” by P&G, which honored the mothers of Olympic athletes. Without excess, the message valued everyday life. The lesson here is clear: simplicity, when well applied, can be revolutionary.
2. Sell purpose
Campaigns that go viral don’t just sell products; they sell stories. The “Real Beauty Sketches” by Dove, for example, celebrated the real beauty of women and connected the brand to deep feelings of self-esteem and identity.
Brands that bet on emotion as the central pillar of their narrative can create something beyond purchase—they create a sense of belonging. This transcends the consumer relationship from a one-time purchase to loyalty. As the great Guimarães Rosa once said, “What life wants from us is courage.” In this context, a brand’s courage lies in creating empathy.
3. Don’t miss the “right moment”
A campaign that goes viral is deeply connected to the moment it is launched, taking into account what is happening at that time. Nike demonstrated this with “Believe in Something“, starring Colin Kaepernick, during a crucial period of discussions about racism and social justice.
4. Focus on people
Among all trends, the big lesson from viral campaigns is that the focus should be on people, not the product. When brands position themselves as agents of transformation, creating human and authentic stories, they transcend the role of sellers and become symbols of a revolution.
5. Consumers want to smile!
In contemporary marketing, excessive seriousness no longer fits, especially when considering the new generation of consumers. The irreverent humor of the Old Spice Man campaign shows how to create closeness in a humorous yet sensitive way. Another undeniable success story that considers good humor is the Red Bull commercials.
The slogan “Red Bull gives you wings” always comes with a metaphor, whether about a person who can move very quickly from one place to another or a turtle that gains speed using their products. Either way, the message is so impactful that consumers read the phrase in the same tone as the ads.
As Rubem Alves once said, “There are schools that are cages and schools that are wings.” In marketing, the same happens: there are brands that imprison and others that, like Red Bull, choose to fly. This decision can determine how consumers perceive the message: just another ad or communication that will be remembered for a lifetime.
