Viral marketing campaigns: Identity badge

Cases
29
Median Spread Score
42
Most started on
Instagram28%
First post to peak
3 days

By mechanic

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

Gritty

56
It me. #Gritty

101M impressions

Heinz: Heinz Ketchup & Seemingly Ranch

52
Heinz on Instagram: "It’s a new Era for Heinz. Introducing Ketchup and Seemingly Ranch. Limited-edition bottles coming soon. #SeeminglyRanch #ItHasToBeHeinz"

4.7B impressions

Mastercard: Abracadabra: From Fan to Featured

52
Lady Gaga - “Abracadabra” Music Video Presented by Mastercard

1.4B impressions

State Farm: Batman vs. Bateman

52
Jason Bateman tried to protect Gotham while Batman rescued him in a State Farm insurance commercial.

2.1B impressions

IKEA: Made from husband material

48
IKEA Australia on Instagram: "If you know, you know"

adidas: Hey Jude

47
Full adidas reactive creative with an upside-down logo, Bellingham's boot and the Euro match ball.

593M impressions

Cetaphil Game Time Glow

47
#GameTimeGlow 💚 A New Sports Tradition for Dads & Daughters

5.7B impressions

Conner Ives Protect the Dolls T-Shirt

47
Conner Ives on Instagram: "After the groundswell of support for the ‘Protect the Dolls’ tee, we will be putting the t-shirt up on our website for pre order tomorrow at 5pm GMT. All proceeds…

20K sold

Doritos Rainbows

47
Doritos Rainbows bags beside rows of multicolored chips, from the campaign designer’s portfolio.

2B impressions

Dove #BlackHairIsProfessional

47
Campaign portrait showing straightened hair on one side and natural hair on the other

1.2B impressions

Duolingo High Valyrian Lessons

47
Digital drawing of the Duolingo green owl mascot sitting on a rendition of the Iron Throne from Game of Thrones. Blurred flames can be seen in the background.

700M impressions

First Look at Nintendo Switch

46
Nintendo’s video introduced Switch through scenes of TV, handheld and multiplayer play.

Peaked at #1

Merit Solo Shadow

44
Merit's Solo Shadow cream eyeshadow in its pot.

$1M revenue

Grindr: I Wool Survive

43
The knitted Knight look on the I Wool Survive runway, from Grindr’s official collection gallery.

2.4B impressions

Miracle-Gro Full Bush Summer

42
It's a #FullBushSummer with @Miracle-Gro #ad

1.35B impressions

Spotify Wrapped 2022

42
Official 2022 Wrapped Listening Personality share card.

76.7M impressions

I Buy My Own Batteries

40
Don’t settle for anything less than premium, and that includes your batteries too. #TeamAriana

6.7B impressions

Virginia State’s Boots On The Ground Commencement

38
Our graduates are ready to hit the ground running. In fact, they already got their " BOOTS ON THE GROUND."

2M views

Nike: LA Loves A Sequel

36
Opening credits frame from LA Loves a Sequel on producer Todd Piskin’s official portfolio

41M views

Spotify Wrapped 2023

36
2023 #SpotifyWrapped has entered the chat.

Telfar Bag Security Program

34

Firefox’s community-funded newspaper ad

33
Right-hand page of the community-funded Firefox 1.0 New York Times advertisement

Lana Del Rey for Skims Valentine’s Day

31
SKIMS on Instagram: "Our SKIMS Valentine: Lana Del Rey. Music’s queen of hearts opens our dedicated Valentine's Shop Tuesday, January 23 at 9AM PT / 12PM ET. @honeymoon wears the Velvet Lace Teddy…

Valentino Pink PP

31
Valentino Pink PP Collection

Vaseline Heritage Day 2025

28
vaselineza on Instagram: "From Mntana ka Gogo, to Senatla sa Mama. We all know that morning routine that gave us our original glow. In celebration of Heritage Day, we want to hear the phrase your…

10.8M impressions

KitKat Iftar Bar

27
The Iftar Bar beside its red geometric packaging.

2M impressions

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

Nicola Coughlan for Skims Soft Lounge

17
Nicola Coughlan wearing a white Soft Lounge slip dress amid flowers in the official campaign.

Immortal Fans: Sport Club do Recife

0
Immortal Fans campaign case-film title over Sport Club do Recife supporters. Campaign case-film thumbnail, not a donor-card photograph.

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