‘Virality’ is a term used to describe a post/song/person/etc. ‘going viral’ online.

A few good examples of viral phenomenons include Rick Astley’s song “Never Gonna Give You Up” being used to “Rick Roll” people online, the infamous “Kombucha Girl” meme, funny cat videos and Noodle the pug on TikTok.

Oftentimes, when a person goes viral for something online, they are skyrocketed into fame. While this fame isn’t necessarily long-lasting (though it can be if the individual works diligently and has a good team) it is a great opportunity to market.

Many viral memes can be recreated to market a company’s product, popular songs can be used in online ads, and the people and animals who have shot to viral fame can be paid to promote companies and products.

Often, the use of new viral stars and influencers can cost less than a typical marketing campaign while gaining more traction and making a brand seem ‘in the know.’

A few good examples of viral people and famous influencers working with companies include:

Dunkin’ Donuts and Charli D’Amelio

When Charli D’Amelio rose to fame on TikTok, Dunkin’ Donuts partnered with her to create a beverage named after her (“The Charli”), and to create a campaign on TikTok with the hashtag #CharliXDunkinContest.

Tinder

The dating app Tinder, partnered with multiple Gen-Z influencers (such as Noah Beck and Tyler Holder) to promote the app on their platforms.

The app and influencers worked to integrate paid posts with lifestyle content and to grow organic engagement from the influencers’ millions of followers.

Levi’s and Emma Chamerlain

The famous denim brand Levi’s partnered with Emma Chamberlain (a famous influencer who got her start on YouTube and now works with Louis Vitton, Vogue and owns her own coffee company) for their “Buy Better, Wear Longer” campaign.

Emma is known for her hold over Gen-Z girls and women, and brought a level of sincerity to the campaign, along with her 11 million YouTube and 14.4 million Instagram followers.

Makeup companies and Influencers

The relationship between makeup companies and beauty influencers is a long one. Various luxury makeup companies partner with the top beauty influencers (influencers who work in the makeup and beauty community on YouTube, TikTok, Instagram, etc) to promote their brand and products.

Some well-known examples include Morphe’s partnerships with Jacklyn Hill, Manny MUA, James Charles and more, and the many ‘brand trips’ that Benefit Cosmetics provided to macro influencers who would then post about the trip and the brand’s products.

It’s clear to see that influencer and viral marketing are great ways for brands to get more exposure while spending less money than a typical marketing campaign.

If you are interested in influencer marketing for your company and/or products, Marketing 360® is here to help! Learn more and see our plans and pricing.