Six Ingredients to Add to Your Viral Recipe
So, you’ve probably noticed that there are six core human needs that drive people in various aspects of their lives. Just to refresh your memory, these six needs are:
– Certainty
– Variety
– Significance
– Love and connection
– Growth
– Contribution
Now, if you’ve dabbled in viral content, you’ve likely come across the key ingredients that make people hit that “share” button. And guess what?
Almost all of those elements circle back to the six human needs we just talked about.
The more of these elements you incorporate into your viral campaigns, the better chance they have of spreading wildfire in your niche.
So, let’s delve into some specific components that contribute to creating viral content and how they align with your audience’s fundamental human needs.
Novelty
People are always drawn to what’s fresh and exciting, craving that rush of discovering something new. This is why copying viral trends rarely hits the mark.
When you mimic what someone else is doing, people shrug and move on to the next thing or click that back button without a second thought.
As we’ve mentioned before, our brains light up with joy when we come across something unique and different. It’s like a little reward for our curiosity.
That’s why sharing novel content is so satisfying – we get to pass on that good feeling to others.
When we share something new, it satisfies some of our fundamental needs. First off, it helps us connect with others.
Who doesn’t love being the one to introduce their friends to something they’ve never seen before?
It gives us a sense of importance, like we’re in on a secret that no one else knows.
Novel content also adds spice to our lives, both for the person sharing it and the ones receiving it.
Depending on what the content is, it can lead to personal growth and contribution.
For example, discovering a fresh approach to growing tomatoes might surprise people (hello, variety!) and also help them learn something new and contribute to their gardening community.
And that’s just the beginning…
Controversial
Creating content that has the potential to go viral often involves tapping into the element of controversy.
Whether the audience agrees with it or not, controversial content tends to get shared far and wide.
For example, imagine a scenario where someone comes across a post about a comedian making derogatory remarks about women.
The reaction vary from shock and outrage to finding it hilarious. Regardless of the sentiment, people feel compelled to share such content.
Sharing controversial material can serve various purposes, depending on the individual motivations:
– Connection:
Sharing something controversial can strengthen bonds with like-minded individuals.
If someone believes their friends will share their disapproval of the content, they might share it to foster a sense of connection.
– Variety:
In a world where most people try to steer clear of controversy, some individuals seek diversity in their social media feeds.
Posting something provocative can add a touch of excitement and spark and lead to different reactions.
By delving into controversial topics, content creators can evoke strong emotions and trigger discussions that keep audiences engaged.
It’s all about striking a balance between stirring the pot and respecting boundaries.
Humor/Entertainment
When you scroll through the vast expanse of the internet, it’s hard miss the abundance of hilarious content that gets shared like wildfire, along with anything else that’s entertaining in different ways.
The urge to make people laugh and bring joy through sharing content serves a few key purposes:
First off, there’s the element of connection.
There’s something magical about sharing a laugh with someone that instantly deepens the bond and earns you some brownie points in the approval department.
Then there’s the aspect of contribution. This is especially true when you’re sharing something for the greater good.
For example, if I know you’re having a rough day and I send you a funny video to lift your spirits, I’m not just forging a connection; I’m also showing that I care about your well-being (aka making a contribution).
And let’s not forget about variety.
The element of surprise is often what makes something funny – whether it’s a clever punchline, a video of a cat failing spectacularly at a jump, or any unexpected moment that adds a dash of spice to life.
And here’s one more reason why people love to share content…
Supports Worldview/Defines Sharer
You know, it’s kind of strange to think about how we want people to really understand who we are.
I mean, imagine if we started writing these super long Facebook posts all about ourselves or making those monologue videos on YouTube – we’d come off as total narcissists, right?
So instead, we let people in on who we are bit by bit. One way we do that is by content that reflects our beliefs and values.
It’s like giving folks a little peek into our world.
For instance, if you’re always sharing political stuff that leans a certain way, your friends and followers will catch on pretty fast to where you stand politically.
Or if you’re all about sharing videos of dog rescues, well, it’s not hard for people to figure out that you’re a big dog lover.
Sharing this kind of “defining” stuff serves a bunch of different purposes, like:
– Making connections. It helps folks get a better sense of who we are, which can strengthen our relationships.
Plus, it’s a way to get some validation from folks who think like us.
– Feeling important. We might share things that make us feel special or better than others. Like a vegan sharing a video about how animals are treated on farms.
– Personal growth. Sometimes, we share stuff related to areas where we’ve grown.
Say someone just got out of a rough relationship – they might start posting quotes about avoiding toxic relationships.
It’s a way of showing off their strength, not dwelling on the bad stuff.
And you know what? There’s another big factor that plays into whether content goes viral…
The “Cool” or “Weird” Factor
Have you ever come across content that makes you or your audience pause and exclaim, “Whoa, that’s cool!” or “Whoa, that’s weird”?
It’s those moments that fulfill some core needs we all have:
First and foremost, it’s all about connection. Isn’t it interesting how people tend to share such content as a way of reaching out and connecting with others?
It’s like we’re all looking for those shared moments of awe and wonder.
Then there’s the element of variety. When something is deemed “weird,” it instantly taps into our need for something different and out of the ordinary It’s that unexpected twist that keeps things exciting and fresh.
And let’s not forget about significance. Those who appreciate the “weird” often feel a sense of uniqueness or even superiority, while those drawn to the “cool” aspects feel like they’re part of an exclusive club.
After all, who doesn’t want to be one of the cool kids, right? 😉
So, next time you stumble upon something that makes you stop and ponder, remember that it’s all about those connections, that craving for variety, and that desire for significance that make us all human.
Educational/Valuable “Secrets”
If you can create something truly valuable by showing people a fresh approach to a task or presenting information in a unique way, your campaign has the potential to go viral.
This success is rooted in tapping into a few key elements:
Connection is key, as expected. People crave connection, and when they discover something new, it strengthens that bond.
Growth plays a significant role. Humans have an innate desire to expand their knowledge, and learning something novel satisfies that hunger.
Variety is another crucial aspect. Introducing innovative ways of doing things caters to people’s need for excitement and a hint of adventure.
Significance comes into play when individuals learn “secrets.” This newfound knowledge can make them feel superior to those who are unaware of these insights.
Contribution is also vital. Sharing fresh ideas allows individuals to engage in meaningful discussions within their niche, fulfilling their desire to contribute.
This type of campaign could also tap into the need for certainty, especially if the information offers security, like tips on financial growth.
However, it’s essential to note that for this strategy to succeed, the information must genuinely be novel and engaging for users.
Without that element of novelty, the entire campaign might crumble.
It’s evident that successful viral campaigns often revolve around these core needs.
While these elements are crucial, there are other factors that can enhance your campaign’s effectiveness. Let’s explore some additional components…
Boost Shares With These Tips and Tricks
Tapping into as many of the six core needs is important when it comes to creating viral campaigns. But as the saying goes, the devil is in the details.
That’s why you’ll also want to check that your campaign also includes as many of the following elements as possible…
Offer An Enticing Incentive
Of course, we’ve all seen those viral posts that spread like wildfire because people just can’t resist sharing the content with their friends.
Take, for instance, the plethora of hilarious cat videos floating around the internet. People share simply to brighten their friends’ day.
If you can create content that stirs emotions, you’re bound to see it shared far and wide as well.
But here’s the catch…
Not every viral campaign you launch will automatically have that inherent virality.
Not everyone will be quick to refer their friends (no matter how much they love your products content, or business).
Sometimes, a little extra push is needed to get users to start sharing.
So, what exactly do we mean by a “push”?
It’s pretty straightforward: we’re talking about offering an incentive in the form of a gift in exchange for shares.
You can even set up milestone rewards, where users receive increasingly valuable gifts for each person they refer to your business.
These incentives could come in various shapes and sizes.
Some common examples include:
– Free digital goodies.
This could be anything from reports and videos to access to exclusive membership sites or apps.
These digital products could be specially created incentives or even existing products offered for free.
– Free swag.
Think branded merchandise like t-shirts, hoodies, caps, and mugs.
Using branded items works best if you’ve already established brand recognition and a loyal following (otherwise, no one will wear your brand if it means nothing to them).
– Credits or discounts.
This involves offering credits for future purchases within your business.
For instance, you could provide a $10 credit for every referral, redeemable only on your products.
When considering what kind of reward to offer to those who refer their friends it’s crucial to keep few key points in mind:
First foremost, the reward should be tailored to your specific niche.
Let me break it down for you – if you opt to give out cash in exchange for referrals, you’ll likely a flood of people signing up.
However, the downside is that your list will be filled with individuals solely interested in money (let’s face it, who doesn’t love money?), but they may not necessarily be interested in what you’re actually offering.
To avoid this, make sure the incentive you provide directly appeals to your niche audience.
For instance, if your target market is golfers, offer a video tutorial on how to enhance their golfing skills.
Moreover, the reward should be enticing. It needs to be something that your audience genuinely desires.
If you’re unsure about their preferences, conducting thorough market research is key.
Furthermore, the reward must hold value. This may seem obvious, but just because you’re giving it away for free doesn’t mean it should lack worth.
On the contrary, it should be valuable enough to motivate users to refer their friends.
Additionally, keep in mind that offering an incentive that nudges users towards making a purchase from you can be highly beneficial.
For instance, providing credits that can only be redeemed for your products can be a smart move.
Some individuals might collect enough credits to score your products for free. If they like what they receive, chances are they’ll return for more.
Others may amass sufficient credits for discounts, prompting them to make a purchase to avail of the discounted price.
Another effective strategy is to offer a “lite” version or a trial version of your product or service.
If you’re in the business of selling apps, giving out a free “lite” version to those who refer their friends can pique interest.
Similarly, if you offer a traffic-generation guide, a report packed with useful tips could be a compelling incentive.
Furthermore, consider providing a complimentary offer that complements or enhances the user experience of your paid offering.
For example, if your focus is on meal-planning apps, offering a free weight-loss guide to referrals could be a valuable addition.
Quick tip: PerkZilla is a fantastic tool to swiftly and effortlessly set up your incentive/rewards program.
It streamlines the process of tracking referrals and dispensing rewards seamlessly.
Now, let’s delve into another crucial aspect that can significantly impact the success of your referral campaign…
Consider a Two-Sided Referral
So, let’s talk about how giving people a reason to refer their friends can really boost those referrals. But wait, there’s more to it!
To supercharge those referrals even more, you might want to think about setting up a two-sided referral program.
That means not only does the person doing the referring get a reward, but their friend gets one too. It’s a win-win situation!
For instance, you have a software a service deal where users have to shell out $10 every month to use it.
You could create a two-sided referral program like this: Whenever someone refers a friend who signs up, the referrer gets a free month of service (equivalent to a $10 credit).
And on top of that, the friend who signed up also gets a free month of service.
But here’s the kicker that makes this strategy so effective: The reward should ONLY be accessible through a direct referral or invitation.
For instance, if someone like Joe Blow randomly stumbles upon your website from a Facebook ad, they won’t get that free month of service.
They can only nab that sweet incentive if someone personally sends them a referral link.
In essence, you need to make the reward exclusive and unique so that both the referrer and the friend feel compelled to grab the offer.
If there’s another way for them to snag the reward, then you’ve watered down the impact of that particular incentive.
Now, onto the next big thing…
Provide Easy Access
The main idea here is to make it super easy for folks to reap the rewards of what you’re offering.
No hoops to jump through, no hurdles to overcome, just straight-up benefits ready for the taking.
Let me break it down for you.
Here are a few common roadblocks that can put the brakes on your viral success:
– Making it a pain to get the goods.
If your referral program requires folks to refer a ton of friends before they see a single reward, chances are they’ll bail. Instead, keep it simple.
Offer a little somethin’ for each referral, like credits or a reward after just a handful of successful invites.
– Adding unnecessary obstacles between users and their prize.
The more hoops (or bigger hoops) you make people jump through, the less likely they are to bother. Want your content to go viral? Make it easy to access.
Let folks view or download without a fuss.
But if you’re building an email list, you’ll need those addresses. That’s one hoop that’s totally reasonable.
Just don’t go overboard with extra hoops, like forcing a quiz before folks can get to the good stuff.
– Creating content that’s a time-suck.
Instant gratification is the name of the game. Long videos or lengthy reads might scare off viewers, especially if they don’t know you yet.
Serve up benefits pronto, especially for newbies.
– Keeping your content exclusive to certain platforms.
Spread the love by making your content available across the board. Don’t lock out Apple users or Android fans—make sure everyone can get in on the action.
And that brings us to the next piece of the puzzle…
Use an Owned Platform
Lately, many people have been talking about the benefits of utilizing platforms like Facebook.
The reasoning behind this is that users, particularly the younger demographic, tend to frequent Facebook multiple times a day, while not checking their email as often.
However, there’s a catch.
When you don’t own the platform, you’re not the one in charge.
It’s easy to lose access to your followers on social media, and you might even end up having to pay just to reach them.
Take Facebook, for instance. They’ve always made it challenging for Page owners to connect with all of their followers.
They made it even more difficult by only showing Page content to a small fraction of the total followers, then pushing Page owners to use paid advertising to “boost” the post and reach all followers.
Consider this: The Page owner has already put in the effort to attract the followers, often using paid advertising to reach them in the first place.
Now, they can’t reach those followers without shelling out more money for ads.
And who’s to say what the future holds?
Facebook could decide to hold all followers hostage, making them only accessible through payment, or they might completely change their business model, leaving you without access to your followers.
The solution? Utilize media that you have control over.
This means building your own email list.
Sure, use Facebook and other social media platforms to connect with your audience.
But make sure you’re also actively driving those visitors back to your website, getting them on your mailing list, and encouraging them to share your site with their friends.
This leads us to another crucial factor that can increase your chances of success…
Follow Up
When a new subscriber joins your list, it’s crucial to follow up with them.
You want to encourage them to spread the word to their friends and show them how close they are to unlocking rewards.
For instance, you might say, “You’re just one referral from unlocking this awesome reward!”
While some subscribers may immediately share your campaign to snag a reward, others prefer to take their time.
They want to explore your company and content before introducing it to their social circle. This is where the follow-up strategy comes into play.
A well-crafted follow-up campaign adds value to your brand, your content, and your offerings.
As subscribers begin to recognize the benefits of engaging with your business, they become more inclined to share with their network.
That’s why a follow-up campaign that prompts sharing is incredibly effective.
To take it a step further and maximize the impact of your campaign, consider integrating sharing into the onboarding process.
For example, if you have four key steps or pieces of information that new members/subscribers need to know to fully benefit from your business, you can send out a series of four emails, each focusing on one step or piece of information.
Then, send a fifth email solely dedicated to encouraging referrals.
By this point, subscribers are truly grasping the value your business offers, making them more likely to refer friends.
Now, let’s dive into the next aspect…
Create Compelling Sales Copy
When it comes to reaping the benefits, it’s crucial to ensure a clear path for users without any unnecessary hurdles.
Another effective method to prompt action is through crafting compelling copy that entices users with the promise of rewards or perks.
Let me illustrate this with an example…
Imagine you’ve established a milestone rewards system, where users simply have to refer five friends to unlock a reward. Here’s one way to present it:
“Refer five friends and receive a free weight-loss app!”
While this gets message across, there’s room for improvement. Consider this alternative approach that emphasizes the simplicity of achieving the reward:
“Do you have five friends eager to shed some pounds? Of course you do! I bet you’re already thinking of their names. That’s why earning a FREE weight-loss app is a breeze. Just refer those five friends you’re thinking of, and you’ll gain access to a meal planning app to kickstart your fat loss journey! It’s that easy, so click here to begin now…”
Notice the distinction?
The initial example outlines the task required to obtain the reward, while the second example highlights just how effortless it is to achieve, motivating more individuals to refer their friends.
Now, let’s shift our focus to the next aspect at play…
Generate FOMO
You know what? It’s no secret that fear can really get people moving. And in the world of marketing, the fear of missing out (FOMO) is like a secret.
So, if you can stir up some FOMO in your marketing campaigns, you’ll see those referrals rolling in like never before.
Take, for instance, the strategy of offering an irresistible incentive that’s exclusively up for grabs to those who refer their friends.
Make sure it’s something that your audience will go crazy for.
But here’s the kicker: keep referral program open for only a limited time.
If folks don’t act fast and refer their friends, they might just miss out on scoring that amazing reward.
Here’s another idea: set up a pre-launch where subscribers can snag the product on a first-come, first-served basis.
Then, throw in a little twist by giving them the chance to move up in line by referring their pals. That fear of missing out will have them spreading the word like wildfire.
(And in this scenario, the fear stems from the idea of being left out while others enjoy the product for weeks or even months before they get their shot.)
Quick Recap
As you can see, there are a lot of factors that go into creating successful referral campaigns.
So, now let’s take a look at how real-world businesses have put these components together to create wildly successful campaigns.
Take a look…
Swipe Ideas From These Six Wildly Successful Referral Campaigns
You’ve been learning about the different components that make up a successful viral campaign.
Now let’s take a look at six real-life examples, and how they used these components to create massive success in terms of sharing and building their subscriber lists.
Example 1: The Hustle
Imagine getting 300,000 new subscribers in just a few months.
Sounds like a dream come true, right?
Well, it’s not a pipedream, because this is what The Hustle (which largely curates tech news) did to gain hundreds of thousands of new subscribers in a very short amount of time.
Here’s how they did it…
First, they created content that people really wanted to read.
Plenty of sites curate content, but The Hustle created content with a certain engaging, likeable, and sometimes cocky vibe.
This vibe directly appealed to their target market, which is largely made up of young males.
So at this point, The Hustle created a community of subscribers who really loved their content. The subscribers felt like part of the tribe.
And The Hustle then tapped into this feeling of community by offering existing members a chance to win cool swag for referring members.
The swag included access to special content (in which only four referrals were needed), as well as branded merchandise such as socks, caps, t-shirts, hoodies and more.
Plus, community members could also win the ultimate reward, which was a ticket to San Francisco to hang out with The Hustle team.
Here are the core needs that The Hustle tapped into to create a successful referral campaign:
• Connection. The Hustle created a sense of community among subscribers. Those who joined felt like part of the “family” or the “tribe.” They felt connected.
And getting branded merchandise further fostered this connection.
At the same time, The Hustle also tapped into this next core need…
• Significance. This company also made people feel special and unique. Those who decided to refer others were even known by a special name: ambassadors.
And getting cool swag (like a branded t-shirt) made the members feel even more special and perhaps superior to those who weren’t familiar with The Hustle.
• Variety. The Hustle’s engaging writing style naturally meets the need for variety, as the emails provide a sense of adventure and unpredictability.
In short, readers don’t get bored with their subscription.
The Hustle’s referral campaign also created low barrier to entry, as people could start getting rewards with as few as four referrals.
Now let’s look at another really successful referral campaign…
Example 2: The ALS “Ice Bucket” Challenge
The ALS ice bucket challenge was different from these others examples we’re referring to, as it was a campaign for a charitable organization.
But it was an extremely profitable campaign, in that it raised $115 million dollars for the organization, and engaged millions of people (including celebrities).
The challenge started in 2014 with this simple premise: you either pour a bucket of cold water over your head, film it, and post it on social media… OR you make a donation to the ALS Association (which is centered around doing research for those with Lou Gehrig’s Disease, AKA amyotrophic lateral sclerosis).
Take note that one of the reasons the organization raised so much money is because many participants both took the ice bucket challenge AND made a donation to the ALS Association.
Participants then “nominated” at least one other person to take the challenge, and they made their nomination public by tagging friends on platforms such as Twitter, Facebook, and Instagram.
As mentioned, the campaign was a massive success. On Facebook alone, there were over 2.4 million videos with the ice bucket challenge hashtag.
So, what factors led to $115 million being raised to combat ALS?
Let’s start by looking at the core needs that this campaign tapped:
• Connection. One of the keys to this campaign is that it evoked “peer pressure.” People directly and publicly challenged their friends take part in the campaign.
Shunning or ignoring those public challenges creates an uncomfortable feeling for many people, as it makes them feel like an outsider.
Taking part in the challenge, however, fosters a connection with others and makes people feel like they’re part of the “tribe.”
• Variety. The ice bucket portion of the challenge definitely added variety to both viewers and those who were actually taking part in the challenge.
Most people enjoyed watching their friends’ shocked reactions as they poured ice water over their heads.
And the videos of celebrities doing the same thing tended to go viral because it was fun to see a “put together” celebrity squeal in shock when the water hit them.
As these videos got shared, both awareness and donations grew quickly.
• Contribution. Another big factor is that people were raising both money and awareness for the ALS Association.
This, in turn, made participants feel like they were contributing to the greater good, as they were taking part in something bigger than themselves.
Which leads us to the next point…
• Significance. As mentioned, taking part in this challenge fostered a sense of community. But it also made people feel special and significant.
This is particularly true of those who both took the ice bucket challenge AND made a donation, as they felt superior to their friends who did neither.
As you can see, the campaign tapped into multiple core human needs. It also had other factors going for it, such as a low barrier to entry.
All someone needed to participate was a bucket, some ice water, a way to film the event, and a way to share the video (such as on social media) – all things that most people in the United States have access to.
Now let’s take a look at the next example…
Example 3: DropBox’s Referral Program
This is one of our older examples, but it’s worth talking about here because it’s still widely used as a benchmark of just how successful a referral program can be.
That’s because back in 2008, DropBox was able to use viral marketing to expand their customer base from about 100,000 users to 4,000,000 users in less than a year and a half.
How did they do it?
Simple: they used a referral program that rewarded both the referral and the person making the referral.
The reward came in the form of free extra storage space (e.g., 500 MB of extra space per referral).
This was a perfect reward, because those who had already started using the service and seeing its value naturally wanted more space.
One option was to simply upgrade to a paid account.
This put a specific monetary value on the space. Plenty of people took this option, of course. But plenty of others referred their friends to rack up 32 GB of free space.
There are a couple factors that made this referral program extremely successful.
The first, of course, is that the program offered an enticing reward.
Here are the other factors:
• DropBox made the referral part of their onboarding process.
How this works is that DropBox sent a series of emails to new users to help them become acquainted with the service and make the most out of it.
This spurred people to use the service. Once they started using it, then the user’s thoughts naturally turned to wanting more space.
That’s why it worked so well for this onboarding autoresponder series to include a way for users to get more free space.
In short, DropBox followed up with users, got them to use the service, and then offered them something they really wanted (more space).
Which brings us to the next point…
• DropBox used an enticing frame to spur referrals. DropBox didn’t frame their referral program solely based on “Invite Your Friends.”
Sure, some people will do this out of the goodness of their hearts. Instead, DropBox framed the program in terms of “Get Free Storage.”
This simple framing was effective in keeping people focused on the benefits they’ll receive by referring others.
And finally…
• DropBox made it easy to keep track of referrals. Users had a dashboard that showed them how many referrals they had made, and how much more free space they were still eligible for if they referred more friends.
So, what core needs did this referral program tap into?
Check them out:
• Connection. Friends referring friends definitely fosters a connection and sense of kinship and community. Need I say more?
• Contribution. The genius of the DropBox campaign is that the referral also received free storage space.
As such, the person making the referrals received a sense of contribution, as they were directly responsible for helping their friends get a really useful service for free.
• Certainty. Sure, cloud storage has no effect on a person’s security in the greater sense (not in the same way as someone feels secure when they have a good job).
Nonetheless, the certainty that comes with having a lot of cloud storage does reduce stress.
For example, a person might feel safer about having all their most important pictures in the cloud, safe from natural disasters such as floods or fires.
Now let’s take a look at another example…
Example 4: Harry’s
Harry’s is a company that provides grooming accessories for men, such as razors and shaving lotions. Nothing spectacular about their offering, right?
And yet here’s a company that ran a referral campaign that had them racking up 100,000 emails in ONE week.
That’s quite an accomplishment for any company.
So, how did they do it?
First off, the company decided the best way to grow their business was through referrals. That’s because the “warmest” leads come when friends refer their friends.
That’s why Harry’s decided to put a lot of thought into creating their referral program.
The campaign ended up being very simple (and yet powerfully effective).
In order to participate in the referral program, visitors needed to hand over their email addresses. They then were given a unique link to use to refer their friends.
When they hit any of four referral milestones, they won shaving-related prizes.
These milestones included referring five friends, ten friends, twenty-five friends, and fifty friends.
The prizes for these milestones, respectively, included shaving cream, a razor, a premium razor, and free shaving for a year.
As you can see, the barriers to entry were really low. Just about anyone can refer five or ten people to receive the first two milestone prizes.
And even the top prize (free shaving for a year) was fairly accessible, so plenty of people were making referrals to try to obtain that highly sought-after prize.
End result? Not only did Harry rack up 100,000 emails in one week, but it also let a whole lot of people try their product out for free.
And you can bet quite a few of these men went on to become loyal customers!
As mentioned, the campaign was successful, in part, because it had a low barrier to entry and attractive prizes.
Now let’s look at the core human needs this campaign tapped into:
• Variety. Every man who’s been shaving for some time already has a favorite razor and shaving cream.
This campaign offered variety by giving participants a chance to try out a new product.
• Connection. Harry’s isn’t just selling grooming products – they’re also building a tribe of men. Subscribers even receive a newsletter called, “Five O’Clock.”
This newsletter offers news and insights that are of interest to their target market (often on topics of what it means to be a man).
• Growth. The Five O’Clock newsletter is specifically geared towards men who want to grow intellectually. Their slogan is: “Share candidly. Discuss openly.
Engage freely. Act thoughtfully.”
• Contribution. As tribe members begin to see the value that Harry’s offers not only in terms of products, but also intellectually and culturally via the newsletter, these members will refer their friends.
While primarily they’re making referrals for the free products, there’s also a sense of contributing by sharing this information with friends.
As you can see, Harry’s tapped into several of the core human needs via one campaign, which is a reason why this campaign was so successful.
Now let’s take a look at the next example…
Example 5: Robinhood
This company created an investing app that was designed “for the rest of us.”
The idea was to make investing easy for newcomers and beginners, and also make it more affordable (by cutting out commissions from “fat cat” brokerages).
As the founder of the company said, the goal was to make investing “frictionless.”
You can bet this positioning was extremely attractive to their target market of beginning investors.
And that’s why Robinhood was able to build a pre-launch base of 1,000,000 users!
How did they do it?
Simple:
• They used strong sales copy to make their pre-launch offer as enticing as possible.
• They let people get on a “waiting list” to try the app.
• They let people jump higher on the waiting list by referring their friends. The more people you referred, the more quickly you’d get your hands on the app.
Very simple, but very powerful.
Here are the core human needs this campaigned taped into:
• Certainty. This company is all about providing information and products for investors to grow their money.
As such, this company is focused on providing certainty, growth and security for its base.
• Variety. While the company provides certainty, it also provides variety by offering people a “new” way to invest. In addition…
• Growth. Learning about new ways to invest also contributes to the need for people to grow intellectually.
• Significance. One of the driving forces behind the campaign is that people feel significant and special when they get access to something (the Robinhood) app before others.
This need to feel superior by being first (plus the fear of missing out) is what created the huge surge in referrals.
And now our final example…
Example 6: MailChimp
If you’ve been doing any email marketing at all, then you’re probably well aware of the email service provider called MailChimp.
They’re well-known in marketing circles not only for their email services, but the referral campaign that helped them grow to over 14 million users in about 15 years (i.e., almost one million new users per year).
Currently, MailChimp has a referral program running that offers “MonkeyRewards” to current customers who refer other cash-paying customers to the service.
This is an effective campaign, because it offers users $30 in MailChimp credits for every paid referral. (This is somewhat similar to some of the examples above, such as DropBox offering free extra space for referrals.)
However, some years back MailChimp ran rather another clever referral campaign, where they offered MailChimp swag in exchange for referrals.
Now, a lot of companies who offer branded merchandise tend to offer the same sorts of items – t-shirts, pens, wall calendars, and the like.
MailChimp decided to be a little different, and they offered some really cool and unusual merchandise… such as MailChimp hats for cats, a MailChimp pen holder, a MailChimp coloring book, and other cool products. (Naturally, they did offer some of the more standard items, such as t-shirts and windbreakers.)
What happened is that some of the photos of people using their merchandise (such as photos of cats wearing the cute hats) went viral, which raised awareness of their campaign.
What’s more, users started collecting MailChimp merchandise. And that means even more people were making referrals just to complete their collections.
So, let’s look at the core needs this campaign tapped into:
• Variety. MailChimp’s swag was so unusual (what other email service provider gives away hats for cats?) that it definitely satisfied the need for variety.
• Connection. MailChimp’s branded merchandise helped foster a sense of connection and being a part of the “tribe.”
Once a customer starts using branded merchandise – especially if they post about it publicly, such as on their Facebook page – then they develop a sense of loyalty to the company. (Which in turn generates more revenue and referrals the company.)
• Significance. People who were able to collect some of the more unique pieces of merchandise felt significant and special, as relatively very few people in the world were possess such items.
The point is, while MailChimp has used more traditional rewards programs (such as credits for referrals), their branded merchandise referral program generated a significant number of referrals, plus brand awareness and brand loyalty.
Now let’s wrap things up…
Conclusion
Every day, there are a whole lot of marketers planning and executing viral campaigns.
And every day, there a whole of these campaigns that are completely and utterly bombing.
You know why?
Because these marketers don’t understand what all ingredients are needed to create the perfect recipe for viral success.
And what separates these other marketers from you is that you now know them!
So, what’s your next move?
Simple: start planning your next viral campaign today using the amazing tips and tricks you just learned inside this guide.
