Viral marketing campaigns: Maker origin

Cases
18
Median Spread Score
37
Most started on
YouTube44%
First post to peak
6 days

By mechanic

All380Controversy154Newsjacking140Response chain110Transgression108Real-world spectacle75Pairing74Mystery & lore60Scarcity drop49Visible in use46Creator relay41Identity badge29Challenge26Maker origin18Underdog17Political adoption16Sell-out loop16Remixable template15Shareable output13Revival11Brand pile-on9Fandom mobilisation7Dupe economy6

YETI x Liquid Death Casket Cooler

52
The Life-Sized Casket Cooler from Liquid Death x YETI

1.2B impressions

Dollar Shave Club launch video

50
DollarShaveClub.com - Our Blades Are F***ing Great

10M views

BARK Air: Dogs Fly First

43
Introducing BARK Air: A 100% totally real airline for dogs. We're dog people, and we are tired of there being no truly dog-friendly options when it comes to air travel. Now booking the best-in-class…

17.8B impressions

Cluely launch

43
Cluely is out. cheat on everything.

Exploding Kittens Kickstarter campaign

43
Official Kickstarter pitch image showing the red cards, kitten and campaign title.

460K sold

Surprise! Four Secret Novels by Brandon Sanderson

43
It's Time to Come Clean — Brandon Sanderson

1.2M views

Apple Welcome Home

42
A HomePod film in which FKA twigs danced through an expanding apartment to Anderson .Paak.

Peaked at #1

Gucci Twinsburg

41
The Gucci Twinsburg Fashion Show

Peaked at #6

Budweiser Born the Hard Way

37
People Want to Boycott Budweiser Over Its Super Bowl Immigration Ad | Fortune

Peaked at #1

MAC “How To Tube Girl”

31
Tube Girl 🤝🏽 M.A.C Girl @maccosmetics #ad #MACstudioradiance

3.5M views

Pusha T’s Arby’s Spicy Fish Diss Track

31
Just dropped a diss track with @Arbys. Grab some popcorn and a Spicy Fish Sandwich. #ArbysSpicyFishDissTrack #ArbysPaidMeButIWouldSayThisAnyway

5.7M views

Ford x Sydney Sweeney

30
Ford’s Bronco restoration film with Sydney Sweeney, followed by sponsored Auto 101 tutorials and Dickies workwear.

94.2M impressions

SKIMS Mens All-Star campaign

30
SKIMS MENS LAUNCHING 10.26

244M impressions

Chipotle Lid Flip

28
Chipotle on Instagram: "💯"

111K derivatives

Specsavers: The Misheard Version

28
Rick Astley playing guitar in the studio, from Tangerine’s campaign case study.

Julie: Your Friends with Benefits

26
Two women argued over the last box of Julie, comparing reasons they could not have a baby with their partners.

9.4M views

Vaseline: The Real Nigerian Prince

23
Chris Okagbue on Instagram: "Scammers have been using the Nigerian Prince name. Now, they’re faking your Vaseline. Let’s put an end to counterfeits. Check if your Vaseline is real via WhatsApp. *…

844.9K impressions

Will It Blend?

11
Will It Blend? - Marbles

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