How Did Gangnam Style Go Viral? The Viral Marketing Playbook

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    08-May-2015

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Ever wondered "how did Gangnam Style go viral"? We at 10 Yetis believe that we are the first agency to take an indepth look at how Psy, YG Entertainment and Gangnam Style became such an online viral hit. We even include the golden tips to securing a great viral campaign.

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1.How Did Gangnam Style Go Viral?The Gangnam Viral-Marketing Style Playbook @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis2. Agenda Caveats & Key People Pre launch recipe Execution of the campaign Keeping it alive Dying with Dignity The Viral Recipe Stats Golden Rules For Going Viral @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis 3. Caveats First to review viral aspect of Gangnam Style in suchdepth We had to make a number of assumptions Time may reveal a few errors in our assumptions! If so, let us know! @10Yetis, andy@10yetis.co.uk, Facebook.com/10Yetis Key people: Psy (singer), YG Entertainment (Koreanrecord label), Scooter Braun (USA Music Manager)@10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis 4. Pre Launch Recipe YG had a clear goal Wanted a foothold in USA music industry Set up USA Division in 2011 http://bit.ly/UGsXA6 Had developed a large platform on which to seed acampaign 2.5m subscribers on YouTube channels Unknown number in email database but likely to be millions Multiple high profile Twitter profiles courtesy of artists under management Psy himself is established artist, American educated Seeding platforms were ORGANICALLY grown not gamed Video was catchy, shareable, crossed social, economic andlanguage boundaries (humour, colourful etc) Video had topical people alongside Psy. Dancing kid fromKoreas Got Talent and two comedians/entertainers. Gave ithome appeal in South Korea.@10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis 5. Execution of the Campaign Teased the campaign to key media before launch 2x Tweets from @AllKPop teasing video Placed video online and seeded via their ownestablished and engaged audiences High impact first day 500k of video views Immediate number one in home charts (SouthKorean) This brought it to Western audiences via people who look for Eastern trends to report on, e.g. Billboard.com @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis 6. Keeping it Alive Organic media pick up started to grow one monthafter launch Gizmodo first to run Gawker pick up Billboard made it mainstream (controversial write up caused debate and a rise in awareness) Celebrity tweets had minimal initial impact,contrasts with previous explanation about reasonsfor success @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis 7. Keeping it Alive cont 1 Huff Post ran a story, little visual impact on searchand tweet volumes but may have triggered CNN TVpiece - http://huff.to/UGJdkB & http://bit.ly/UGJJzh CNN caused huge spike & this triggered YouTubeTrends to write story on Gangnam Style beingvideo of the month http://bit.ly/RI6spX Triggered multiple broadcast news pick up, themost high profile being (probably) SkyNews Daily Mail demonstrated its ability to spot emergingsearch trends and piggy back by writing 9 (nine)articles about Psy/Gangnam Style @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis 8. Keeping it Alive cont 2 This is the time (relatively late stage) that Celebtweets came in e.g. Katy Perry (13k RTs) Mainstream media got on board: Mashable, TimeMag, Economist. I believe Washington Post piece(http://wapo.st/VqRGUZ ) triggered AssociatedPress article (http://bit.ly/TCJe9B) that got globalpick up. Tweet and search volumes then slowed BUT, therewas clearly a plan! Major news Psy signed to Scooter Braun, JustinBiebers manager! Major shot in the campaignarm http://bit.ly/VqS5GQ@10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis 9. Keeping it Alive cont 3 Scooters influence and marketing database triggersthe biggest spike of the campaign Scooter accelerated the campaign (see what I didthere) via: Britney tweets, Ellen TV showappearances, MTV Award appearances and hiswider portfolio of artists promoting Psy via theirtwitter platforms Growth slowed and Scooter got Psy on NBC Todayshow Boom! Guinness was the final push, as Gangnam videobreaks world records for views/likes @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis 10. Dying With Dignity As search and tweet volumes declined, mediaappearance requests for Psy increased, showinghow many media were late to the story Psy travelled around the world servicing mediarequests and handled each one expertly He has secured deals with several high profilecompanies YG Entertainment has strong foothold in USA andgreat contact database (via Scooter Braun etc) @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis 11. Its Stat Time Bitches 1,191,235 Twitter comments, 25,490,717Facebook shares, 7,012 Google Blogger Platformmentions120Google Search Volumes Graph100 80 60 40 200 JulJulJul AugAugAugAugSepSepSepSepSepOctOctOctOct15, 2012 22, 2012 29, 2012 05, 2012 12, 2012 19, 2012 26, 2012 02, 2012 09, 2012 16, 2012 23, 2012 30, 2012 07, 2012 14, 2012 21, 2012 28, 2012 00:0000:0000:0000:0000:0000:0000:0000:0000:0000:0000:0000:0000:0000:0000:0000:00 (UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)Twitter Mentions Graph200000015000001000000 5000000 JulJulJul AugAugAugAugSepSepSepSepSepOctOctOctOct15, 2012 22, 2012 29, 2012 05, 2012 12, 2012 19, 2012 26, 2012 02, 2012 09, 2012 16, 2012 23, 2012 30, 2012 07, 2012 14, 2012 21, 2012 28, 2012 00:0000:0000:0000:0000:0000:0000:0000:0000:0000:0000:0000:0000:0000:0000:0000:00 (UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC)(UTC) @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis 12. The 6 Golden Rules for Going Viral1. Have a final goal in mind (likes, shares, sales leads, entering new territory)2. Organically grow a large seeding platform of engaged followers (online and database driven)3. Create content that is engaging & shareable and crosses social/economic/language boundaries4. Tease to known fanatics and early adopters5. Have a plan to reignite the campaign along the way (media)6. Have an exit strategy/cease the campaign, leaving people wanting more@10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis 13. Thanks I used the following services to help with thiswork: Topsy (pro), Twitter, Google News, Google Insightfor Search, Google BlogSearch, ViralVideoNetwork.com, AllKPop.com, YouTube and YouTubeTrends, Facebook Any corrections, please send toandy@10yetis.co.uk or @10Yetis orwww.Facebook.com/10Yetis Useful resources:Strategy:www.aSocialMediaAgency.comVideo: www.Online-Video-Company.co.ukSeeding/Media: www.10Yetis.co.uk @10Yetis www.10Yetis.co.uk +441452 348211 http://www.Facebook.com/10Yetis