Consumers globally have been influenced for generations by authority figures such as celebrities, sports figures, politicians, socialites, and ultimately people of power or status. To some degree, such figureheads still hold some influence over consumers as individuals follow them for guidance and inspiration, however to a certain extent the power has been shifted to average individuals looking to make a difference and contribute to the “socialsphere” either through a unique voice or strong purpose.

To illustrate, CIBC’s newest campaign for “Canada’s luckiest student” for the grand prize winner to receive a prize to be shared

with friends and family has dominated Facebook and Twitter profiles all over Canada. With the simple strategy of creating a profile, choosing prize-mates, and earning extra entries through additional postings on a variety of social profiles CIBC has allowed the influencer to become the content sharers, or the students themselves. Additionally, YouTube has become a prime location for individuals to use as a platform to make their voices be heard across a public platform. Numerous artists from the likes of PSY famous for Gangnam style or even YouTube sensation Justin Bieber were all able to make their mark in the entertainment world through the dedication of their social following on YouTube.

Various marketing tactics from a number of brands such as Coke, Lululemon, Starbucks, and even Nike are making the consumer the hero and showcasing their experiences with the brand as the driving force behind powerful ground-breaking campaigns. A significant shift in power truly awards the average individual with the power to make a difference that is anything but average. It is extraordinary.

From photo albums to Facebook profiles, picture sharing is a cultural phenomenon that people of all backgrounds can understand and utilize to express themselves, their interests, and ultimately tell their story. Photographers can be anyone, from the highly paid natural geographic artists to your father with a digital camera in hand. However, Instagram truly brought the professional touch to the average joe through their inventive photo capturing app technology.

Primarily, Instagram was born from the need to capture a moment and share it; instantly. As the inventive word derived from “instant” and “telegram” its mission was to dominate the photo sharing space and become the best. Unimaginably, Instagram was not the original creation of its founder Kevin Systrom, age 28 (wow, only 28) and Mike Krieger. In fact, Burbn was the original name of the location-based photo sharing company. The underlying concept of Burbn was to “let users check-in to locations, make future plans with acquaintances, earn points for hanging out with friends, and post pictures.” However, once in developing stages, the founders discovered that the over-complicated and overabundance of features would confuse their users and would not dominate the field in any one capacity. As a result, as instantly as the name suggests, Instagram was created. Within a short time span Instagram had been developed, keeping in mind simplicity, ease of use, and clear communication of its core goal; photo sharing. [reference: Inc. – Erin Markowitz]

Classroom Take-away: The e-marketing project entailed building a social communication strategy or implementation plan designed to best fit the business client. After discussions with the restaurant Catch 122, it became clear that Instagram was a key fit for their business and its dedication to being different.

 The concept: A photo menu.

 Ever walk into a restaurant not knowing what your order would look like until it arrives to your table after it leaves the kitchen in the back of the restaurant you almost never see. Think again. Through the usage of an Instagram profile for the restaurant and the hashtag #Catch122menu, my group and I designed a well orchestrated strategy to invite the people themselves in the restaurant to participate in becoming “food photographers” as well as true “foodies” by seeing the food on Instagram when ordering and adding to the menu by photographing and tagging it for others to view.

Simple ideas are truly dominating the technology space. As high-tech as it may seem, it pays to be a true believer in a simple solution.

Instagram was acquired by Facebook for $1 billion. Simple.

Check out this Instagram blog to see how Instagram was used to capture images of hurricane Sandy! 

One story leads to two. Two leads to four. Four leads to…Millions? Going viral has become a goal of many advertisements, YouTube videos, awareness campaigns, songs, broadcasts, and virtually any other shareable content. In particular, companies strive for their consumers to do the talking and spread their message while they watch it proliferate among the masses. However going viral is an oxymoron in itself, as going viral is essentially something that is believed to be unplanned. Therefore, it forces the average consumer to wonder, are viral videos planned or targeted? There is no real answer as some planned viral videos fall flat, yet unplanned content garners attention even when unexpected to do so. The fate of all viral videos truly lies in the hands of the viewers who truly value the content more than the motive behind it.

What makes it viral?

Viral content does not have a distinct shape or size, color or feeling. It can be emotional with a powerful hidden message, shocking, or simply entertaining to watch. It can even be in a language we don’t understand to a song we can all dance along too, Gangnam style. However, when observing commonalities between what goes viral, it can be determined that viral videos share a sense of extreme or emotion evoking content that raises opinion. Those attempting to make viral content use extremes to guide the creation of their content, hoping to raise enough emotion within their audience to encourage them to share.

Viral All-Stars. Who does it best?

Old Spice 

Old Spice emerged as a true leader in showcasing the power of viral campaigns.The almost iconic voice of the “Old Spice Guy” was proliferated through YouTube videos viewed hundreds of millions of times, ad campaigns which again went viral,

Old Spice Advertisement: “Smell like a man, man.”

advertisements, and a suite of marketing pieces on behalf of Old Spice. “The Man Your Man Could Smell Like” became essentially a spokesperson for Old Spice, helping the brand to transition and differentiate itself amongst a field of competitors.