Viral marketing campaigns: Visible in use

Cases
46
Median Spread Score
44
Most started on
Instagram24%
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

e.l.f. x Liquid Death Corpse Paint

62
Corpse Paint by Liquid Death x e.l.f. Cosmetics

8B impressions

Hyundai: A Message to Space

56
Hyundai : A Message to Space

70M views

Someday

55
Pedro Pascal in Apple’s Someday film, from the agency’s ADC Awards entry.

40M views

McDonald’s: WcDonald’s

55
WcDonald’s manga takeout bag

6B impressions

Gap Linen Moves with Tyla and Jungle

54
Introducing #Linenmoves. @Jungle4eva’s worldwide hit “Back on 74” re-imagined with @Tyla. Featuring brand new choreography by @ShayLatukolan. Celebrating the moves that unite us. For individuals who…

100M impressions

Heineken: The Boring Phone

53
Heineken | The Boring Phone - HD Camera

8.9B impressions

LEGO Technic McLaren P1: The Ultimate Challenge

53
The Ultimate Challenge with Lando Norris | LEGO Technic

15B impressions

(di)vision tablecloth dress

52
how they closed the (di)vision fw23 rtw show at copenhagen fashion week

5M views

Fearless Girl

50
'Fearless Girl' statue face off Wall Street Bull in New York

4.6B impressions

The Unburnable Book

50
The Unburnable Book: Margaret Atwood’s THE HANDMAID'S TALE

12B impressions

Robert Downey Jr. Delivers a Real Bionic Arm

49
Microsoft video of Robert Downey Jr. giving Alex Pring an Iron Man-themed arm made by Limbitless Solutions.

2B impressions

Facebook Marketplace: Yes, Couch!

48
MOJO SUPERMARKET on Instagram: "Did we put the couch from Jeremy Allen White’s much-discussed photoshoot on Facebook Marketplace? Yes, chef. 👀 Link in Bio!!"

2.7B impressions

Nara Smith Makes a Marc Jacobs Tote from Scratch

48
The Tote Bag, made from scratch by @Nara Smith

17M views

Pete Davidson, Official Boyfriend of Reformation

48
Reformation on Instagram: "Pete Davidson, Official Boyfriend of Reformation. Written and directed by @_matthew_frost_"

11B impressions

Rhode Lip Case

48
Hailey Rhode Bieber on Instagram: "just girly things 🦄💗🍒🌸"

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

Gap Get Loose with Troye Sivan

46
Get loose. Now live. Free yourself from expectations. And dance outside the lines. Big jeans, for big moves — for everyone. Featuring @troyesivan and @cdkcompany. Choreographed and directed by…

50M impressions

It's an e.l.f.ing Glow Storm

45
A special @elfyeah radiance report: It's an E.L.F.ING GLOW STORM! Please exercise ✨extreme iridescence!✨ (and thank you @weatherchannel for inspiring the glowcast!)🤍 #elfpartner

5B impressions

Gustaf Westman Baguette Holder

45
Gustaf Westman on Instagram: "Made a baguette holder for my Paris pop-pop! 🥖 3 RUE CUNIN-GRIDAINE, Saturday and sunday 11-19"

Clé de Peau Beauté: Thirst Trap feat. Martha Stewart

44
#ad Gorgeous, gorgeous people love @cledepeaubeauteUS concealer! #ad #cledepeaubeaute

48M on a 845K followers at seed

e.l.f. eyes.lips.face.sticky.

44
eyes.lips.face.sticky. | e.l.f. Cosmetics Game Day Commercial 2023

57B impressions

Martha Stewart: I Only Wear MAC

44
M·A·C Cosmetics on Instagram: "I’m Martha Stewart and #IOnlyWearMAC. #MACFleshpot #MACNudes MUA: @daisybeautytoye"

Merit Solo Shadow

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

$1M revenue

Doja Cat Eats MAC Lipstick at the VMAs

43
NOT DOJA EATING HER OWN LIPSTICK LMFAOOO THIS DIVA😭😭😭 #VMA

9.5M views

Duolingo at the Sweat Tour

43
duolingo birds at SWEAT

22M impressions

Grindr: I Wool Survive

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

2.4B impressions

IKEA Game of Throws

41
‘Night gathers, and now my watch begins…’ The loyal SKOLD rug – as worn by the IKEA Night’s Watch

778M impressions

Rabbit R1

40
Introducing r1

40M impressions

Heinz: Every Sauce

38
INTRODUCING… Every Sauce ✨ A holy grail of sauces that includes not one, not two, but 14 Heinz sauces! 🤯 The catch, only 100 bottles exist and the only way to get one is to win! Tap the link below…

220M impressions

MSCHF x Crocs Big Red Boot (Yellow)

37
Raw results, Aug. 7, 2023

9.5M views

Valtteri Bottas's Ultimate Second Car

36
Meat pie warmer? ✅ Budgie Smuggler clothes line? ✅ Kookaburra horn? ✅ Your first car could NEVER... So we made a second car that could. Purpose built for an Aussie road trip. @Uber_Australia…

17.3M views

Volkswagen Tiny Buzz

36
Yes! Did you see her go?!! So proud to finally introduce you all to my cousin... TINY BUZZ!!!🚐⚡️💨 #WEURO2022

Renault Twingo's Shakira Response

34
Pa tipos y tipas como tú. ¡Sube el volumen! #Renault #Twingo #claramente #joven #urbano #eléctrico #ágil #Icónico #compacto #travieso

Coperni Air Swipe Bag Reveal

33
coperni on Instagram: "The Air Swipe Bag Composition: 99% air 1% glass Weight: 33 grams Dimension: 27x16x6cm Made of NASA’s nanomaterial silica aerogel, the lightest solid on planet Earth, the Air…

4.5M views

7-Eleven: Always Open

31
Ja’Marr Chase on Instagram: "isjamarropen.com #7ElevenPartner”"

500M impressions

Batiste x Jen Affleck: Hair Redemption Arc

31
If you saw my hair before this… no you didn’t 😌 thanks @Batiste #batistepartner

20.3M views

ForteBank Humanity Chain

31
Алматы в центре мирового внимания: арт-объект «Единство» стал новой точкой притяжения

16M impressions

L’Oréal Paris CGI lipstick car

31
L'Oréal Paris Official on Instagram: "Fasten your seatbelt and prepare to make a bold entrance with our Infaillible Matte Resistance liquid lipstick! Elevate your lip-game to a whole new level with…

3.5M views

MAC “How To Tube Girl”

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

3.5M views

Valentino Pink PP

31
Valentino Pink PP Collection

Alexander Wang Ricco Celebrity Lookalikes

30
alexanderwang on Instagram: "100% certified authentic - ricco back in stock 5.22"

22.3M 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

Volkswagen Das Chair

28
The Volkswagen electric office chair with its headlights illuminated.

586 views

KitKat Iftar Bar

27
The Iftar Bar beside its red geometric packaging.

2M impressions

Sylvanian Drama for Marc Jacobs

22
Kildare-based Thea von Engelbrechten started using Sylvanian Families toys to create online videos during the Covid pandemic

Marc Jacobs’s Flaming Anniversary Cake

21
Marc Jacobs on Instagram: "Marc Jacobs at the office on 72 Spring Street, NY. #MJ40"

7M views

More collections

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