Dollar Shave Club

Viral Videos Stuck in Our Heads

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Admittedly our internal marketing meetings can sometimes take, we’ll call them, creative detours. The most recent creative detour led to a conversation on viral videos, our guilty pleasure love of cat montages and someone’s concerning level of anger over Me Too Marketing. That last one is a post for another day.

So today over at Shout Out camp we celebrate the viral video. Today we raise a coffee cup, turn the volume high and hit replay on the viral videos stuck in our heads. Enjoy the following picks and insights from our team.

Luke Pierce

When I think viral video, I think Bed Intruder. While most “viral videos” feel pretty planned, this one feels a bit more genuine. The video wasn’t carefully planned by marketing masterminds over a long period of time. Two kids saw a funny interview and made a video out of it within 48 hours. The success that followed was enormous. The song made it to iTunes and quickly found its self in Billboard’s top 100, it was YouTube’s most popular video of 2010, and has since been viewed over 117 million times. Bed Intruder has always lead me to ask the question, can this genuine type of video and its success be duplicated for marketing purposes? Or are true viral videos something wild that can’t be tamed?

Gretchen Ardizzone

Beyond just being funny and worthy of sharing, viral videos can have benefits when the result is a memorable message that supports or makes you rethink a brand’s image. One of the most compelling viral campaigns I’ve seen this year is Dove’s “Real Beauty Sketches.” read more

3 Core Components to Persuasive Marketing Messaging

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Getting your business’ message to the right audience is difficult enough. So many marketing pros end up spending a lot of their effort on increasing the audience SIZE rather than crafting the perfect message to deliver to that audience.

Be sure to infuse these three ingredients into your advertising and you’ll be smooth sailing.

A Quick Introduction from Aristotle

Aristotle Introduced the three modes of persuasion in Rhetoric (written in 350 BCE). In Rhetoric, Aristotle writes that persuasion is the counterpart to dialect. Where “dialect” signifies discourse and discussion, “persuasion” suggests an intent to seducing an audience to your position.

Ethos, Pathos, and Logos are all modes of persuasion capable of shifting an audience in their thinking. Some will be more susceptible to one mode, but the combination of all three into your messaging will hook your audience in a deep way. read more

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