Most companies always expect marketers to come up with ideas that will go viral in the marketplace. The ideas should not only generate buzz for their brand but also generate revenue. The thing is, the big ideas may not always drive revenue and it is hard to predict the ideas that will and will not. When coming up with ideas, you need to really evaluate what your goals are and make it clear to your executive team on what it may and may not accomplish.
For example, KMART recently put together a video that went viral just because of the way “Ship” sounded in the video. They were trying to get across that you can basically ship any items to your house from their store or online for free. So when they made the video, they would say things like “Ship my pants”. What does that sound like to you?
Now, the video generated lots of views, but it will be hard to correlate the amount of revenue you can get with a video like this. All you can really do is see if your sales went up on the day this campaign launched. Also, KMART should think about incorporating other elements of the campaign with the “Ship” idea such as radio ads, online banners, contextual links etc… so you can really correlate sales back to this campaign and see if you would potentially be ROI positive. For those interested in seeing the video, check it out here: http://www.youtube.com/watch?v=hL4lSavSepc
Are there any campaigns out there that are worth mentioning? Have you come up with a viral campaign that drove lots of revenue for your business? Please let us know!