It is always fascinating to watch a marketing campaign go viral. As the United States Supreme Court took up the issue of marriage equality this week, the Human Rights Campaign (HRC – the nation’s largest lesbian, gay, bisexual and transgender civil rights organization) came up with a social media campaign that transformed the look of Facebook overnight. They modified their logo from a blue box with a yellow equal sign, to a red box with a pink equal sign and invited people to use it as their Facebook profile picture to demonstrate their support for same sex marriage.
If you were logged in to Facebook on Tuesday for any period of time it was almost like watching a red wave wash over the site. Tens of thousands of people all over the world soon sported the image. And as this morning’s Media Post reported, big brands soon joined the effort. Bud Light (shown above) created their own version of HRC’s logo replacing the equal sign with their beer cans. Kimpton Hotels used two pillows. Martha Stewart Living posted a picture of a slice of red cake with icing as the equal sign. Even fans of southern chef Paul Deen (famous for her use of butter) came up with a version.
Creating content with the hope of going ‘viral’ is every marketer’s dream. So here’s a few quick takeaways from this successful campaign:
- Tap into what people are already talking about – your content has to trigger an emotional response.
- Find the audience likely to spread the message – make sure your target audience knows about it.
- Make it easy – don’t give people too much to do…just give them a quick, easy way to say “me too”.
It should also be noted that HRC doesn’t do this all the time – if they did, it wouldn’t be ask likely to catch on as quickly. So don’t overdo it and you’ll greatly improve your chances of going viral too. Great job HRC!!