In this era where social media rules, every brand wants to go viral to grab the attention of the masses.
While the purpose is to be the talk among as many people as possible, the brands also aim to raise brand awareness, which is marketers' top social media goal today.
Therefore, many businesses use viral marketing as a chance to launch themselves into social media superstardom.
While there are various viral marketing examples by different brands, let's understand this today through a very recent example.
In this campaign, LV showcases two world champion players, Ronaldo and Messi, playing chess on the Louis Vuitton Damier attaché case. The campaign was tag-lined, "Victory is a State of Mind."
The campaign was a hopping success with over 72 million likes on Instagram, 38 million on Ronaldo's account, 29 million on Messi's, and more than five million on the Vuitton account.
Ronaldo's post's media impact value was $2.8 million in the first 48 hours, Messi's was $2.6 million, and Vuitton's post was worth $1.1 million, according to the firm's data and insights team. The viral campaign was launched before the opening of the FIFA World Cup 2022 in Qatar. It was inspired by LV's 2010 Core Values campaign, where the legendary players Pelé, Maradona and Zinedine Zidane play table football.
Soon several brands started participating in the viral trend and took advantage of the moment, which also added to the campaign's success and how much the audience loved the collaboration of the two players.
Becoming the Talk of the Town
Through this marketing campaign, Louis Vuitton seized the audience's attention by indirectly addressing the FIFA World Cup in Qatar. LV indeed left the masses in stupefaction by bringing together the rival players Ronaldo and Messi.
While the whispers say that the rivalry sometimes becomes personal, the two players have insisted that it's purely professional.
It is no small feat that the two champions have teamed up for an ad after decades. LV has set a benchmark for its rivals by making this first move.
Smart Product Placement
It is believed that the chequered LV Checkerboard briefcase used in the ad was a part of the 2018 World Cup in Russia and encased the trophy for the tournament. Fan theories depict that the trunk may hold this year's World Cup trophy. Through this, the brand also aimed to ramp up its rival Gucci's luxury luggage. This viral marketing strategy definitely brought everyone's eyes to the Louis Vuitton Damier attaché case.
Social Media Moment
The Victory campaign was a hit on social media platforms, such as Instagram and Twitter. After the campaign's launch, various brands took over this viral marketing campaign and recreated their version to support Louis Vuitton. Every brand wanted to benefit from the moment marketing by showcasing its creative take.
Finally, this case study helped us understand how a brand can adopt a viral marketing strategy to market its product. Louis Vuitton not only created an iconic advertisement for its product but also disguised a hidden message for its audience to decode. That's how it tapped the 3C's of Viral Marketing Strategy, Content, Community and Catch.
While there are several types of Viral marketing, namely, moment marketing, Emotional, Buzz, and many more, LV emotionally connected with the fans with the football fans at the right moment and at the right time.
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