When it comes to campaigns that go viral, more than just numbers with many “zeros” on social media are involved. There’s a strategy beyond the technical, beyond merely pressing buttons and investing in ads. What we can learn from actions that gain public recognition is that any brand movement aimed at engaging the audience must 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 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 manage to create something that goes beyond purchase—they create belonging. This transcends the consumer relationship from a one-time purchase to loyalty. As the great Guimarães Rosa 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 instant. Nike demonstrated this with “Believe in Something“, featuring Colin Kaepernick, during a crucial period of discussions about racism and social justice.
4. Focus on people
Among all trends, the great 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. The consumer wants to smile!
In contemporary marketing, excessive seriousness no longer fits, especially 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 case considering good humor is Red Bull’s 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 with the use of products. Either way, the message is so impactful that consumers read the phrase with the same tone of voice as the ads.
As Rubem Alves would say, “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 the consumer sees the message: just another ad or communication that will be remembered for a lifetime.
