Creating Viral Campaigns: The Dos and Don’ts for PR Success Online

 A viral public relations campaign can catapult a brand into the public consciousness, but the path to going viral is unpredictable and requires a deep understanding of strategy, timing, and audience psychology. This blog post explores the "dos and don'ts" of creating viral campaigns, offering PR professionals a roadmap for maximizing their chances of success while upholding ethical standards.

The 'Dos' of viral PR campaigns

1. Create content that evokes strong emotion
Logic informs, but emotion moves. Viral content is fueled by emotions such as humor, awe, surprise, empathy, or inspiration. A campaign that makes someone laugh, cry, or feel inspired is far more likely to be shared than one that merely lists product features.

·         Case study: Dove’s "Real Beauty Sketches"
The campaign filmed a forensic artist sketching women based on their own descriptions and then based on how a stranger described them. The powerful reveal, showing how women's self-perception was harsher than how others saw them, struck a deep emotional chord with viewers globally, making the video a viral sensation.

2. Make it human and relatable
Audiences connect with people, not faceless corporations. A campaign with a human element, whether a touching story or a moment of authentic vulnerability, is more likely to resonate and be shared.

·         Case study: The ALS Ice Bucket Challenge
This campaign's immense success was driven by human participation. The simplicity of the challenge—dumping a bucket of ice water on yourself or donating to charity—made it highly accessible and encouraged widespread peer-to-peer sharing among celebrities and millions of individuals.

3. Keep it simple and shareable
The most viral campaigns have simple, clear, and concise messages that are easy to understand and repeat. Complicated campaigns are often drowned out in the digital noise. Ensure that the content is easy to share across platforms, with clear calls to action (CTAs).

4. Leverage existing trends and cultural moments
By tapping into existing conversations or trends, a campaign can get a powerful head start. Newsjacking, or inserting your brand into a current news story, can help you gain massive reach quickly, but it must be done with sensitivity and relevance.

·         Case study: Wendy's "That Retweet Challenge"
Wendy's brilliantly leveraged social media with a retweet challenge to a customer who asked for a year's supply of chicken nuggets. The subsequent virality, driven by user engagement and the brand's witty online persona, generated massive brand awareness.

5. Partner with influencers
Influencers can provide the initial spark needed to get a campaign rolling. By leveraging their large and loyal followings, you can effectively seed your content and amplify your message to a wider audience that trusts their recommendations.

The 'Don'ts' of viral PR campaigns

1. Don't be "salesy" or inauthentic
Audiences are adept at spotting content that is designed purely to sell. Viral content feels authentic and genuine, not like a polished, corporate advertisement. Brands should avoid buzzwords and marketing hype in favor of a natural tone that resonates with their target audience.

2. Don't chase controversy for the sake of it
While some successful campaigns have a hint of "soft controversy," deliberately creating outrage is a high-risk gamble. It can damage brand reputation and erode consumer trust if the public feels manipulated or deceived. The risk of a severe backlash is often not worth the short-term spike in attention.

3. Don't lose control of the message
The very nature of viral content means that once released, it's in the hands of the public, and you cannot control its every turn. Your message can be misinterpreted, misunderstood, or even turned into a negative meme. While this is an inherent risk, you can minimize it by ensuring your initial message is as clear as possible.

·         Case study: McDonald’s #McDStories campaign
In 2012, McDonald’s invited customers to share positive stories using the hashtag #McDStories. The campaign quickly backfired as people used the hashtag to share horror stories of bad service and food poisoning, hijacking the campaign and creating a negative viral moment.

4. Don't disappear after a hit
A viral campaign is not a one-and-done event; it's a phase in a larger strategy. If a campaign explodes, the company must be prepared to follow up with new, engaging content to keep the momentum going. A brand that capitalizes on its viral success builds long-term loyalty and sustained growth.

5. Don't overlook ethical considerations
Ethical behavior is more important than ever in the digital age. Transparency is crucial, especially when working with influencers or using data. Any attempt to mislead the public, engage in astroturfing (fake grassroots movements), or violate user privacy can cause severe and lasting reputational damage.

Conclusion: Virality is a tactic, not a strategy
Ultimately, virality is not a guarantee—it's a desirable outcome of a well-executed PR campaign. The most successful viral moments are the result of a deliberate, thoughtful strategy that prioritizes authenticity, emotion, and audience connection over cheap gimmicks. By focusing on responsible, genuine, and human-centric storytelling, PR professionals can create campaigns that not only go viral but also build lasting brand trust and loyalty.