To me, the impact of a heartfelt viral video goes far beyond viewership, it truly hits consumers at an emotional level creating an extremely strong sense of brand affinity and connection.

My favorite branded viral campaign goes to (please watch!): “Sometimes you just want to say thank you #TDThanksYou”

On July 25th at 2 pm, TD Bank turned ATM’s into “Automated Thank-You Machines.” Loyal customers were dispensed personal gifts, branch walk-in clients were given $20 each, and phone channel clients received a $20 deposit. The premise was simple: we know our customers and what is important to them and we’d like to thank them. This tear-jerking marketing strategy became a runaway hit in the viral world because it prompted people to engage with the brand in a genuine fashion.

As a part-time employee of the bank, I personally felt extremely proud to work for the organization. I shared it online, and even showed my parents the incredible video. Curiously, after I open new bank accounts at TD’s flagship branch, I always ask, “What brought you to TD?”. Since the video launched, 1/10 new clients chose TD because of the video, which also demonstrates the impact on TD’s bottom line.

This infographic helps illustrate how content goes viral, but digital marketers should remember that a well-executed viral campaign goes beyond viewership numbers – it helps creates a branding impression that many consumers will remember.