Viral marketing – a lesson from Kony 2012
Recently, a youtube video “kony 2012” has been widely spreaded in chinese facebook(renren ). And as the bloger said that “achieving viral spread is the dream of every online marketer eager to capture global interest. That dream has certainly been brought to reality by Invisible Children’s Kony 2012/Stop Kony campaign.”
there are some taking aways from kony 2o12
one f the most successful factor that contribute to kony’s marketing campaign is that they clearly Identifying and connecting with the target market . The campaign team’s choice of a viral video as well as the engaging, fast paced format resonated with the original viewers enough for them to share the video. Asking viewers to grab the attention of popular culture influencers such as Justin Bieber by spreading the video appealed to their desire to engage with celebrities encouraging action.
At the same time the campaign team also Support thier online campaign with offline elements.n the case of Kony 2012 action kits with posters and Tshirts were produced for sale and distribution. IC also went to the streets to put up posters and established an offline culmination of the campaign.Those offline elements strongly remind people and encourage them to spread the message that Kony 2012 want to spreaded, and it made a great success.
last but not least， the campaign team actively keep audience informed ，They continue engaging with your audiences and monitor the direction your campaign is heading in. This helped IC to address criticism and thank its supporters quickly.
blog:
Achieving viral spread is the dream of every online marketer eager to capture global interest. That dream has certainly been brought to reality by Invisible Children’s Kony 2012/Stop Kony campaign.
The campaign, which advocates for the arrest and persecution of Joseph Kony by the International Criminal Court, used an online video to spread its message and raise the profile of Kony on an international scale.
One of the most interesting aspects of the campaign is the sheer volume of conversations it has sparked globally. The number of articles, blog posts, news reports, verbal debates and social media conversations about Kony has turned the audience’s attention to the issue, which is exactly what the campaign set out to do.
Invisible Children (IC) used social media platforms and traditional media, but it is the virality of the campaign that has marked it as a global marketing success. While there has been both praise and criticism towards the legitimacy of the campaign, it is an excellent example of an integrated marketing approach.
According to its Facebook page, Invisible Children uses film, creativity and social action to end the use of child soldiers in Joseph Kony’s rebel war and restore Lord’s Resistance Army (LRA)-affected communities in Central Africa to peace and prosperity.