What are the secrets of viral campaigns? Here you will find the most significant ingredients of successful viral campaigns. We will go through the "creative revolution" of Google marketing and look closely at the best creative and advertising stunts of IKEA and Burger King.

1. Breakthrough creative campaigns
2018

2. Breakthrough creative
campaigns
Anna Lebedeva
Head of Growth Marketing at SEMrush

4. Creative Marketer of the Year
❖ Creative and bold campaigns
❖ Use of technology
❖ Inclusive storytelling

5. Google and its marketing
evolution

6. Google doing Marketing in 2008
❖ Here is the product
❖ Here is the blog post
❖ Here is the video on a new feature

7. Digital-only campaign for Chrome 2008
❖ Rational approach
❖ Focus on Product Functionality
❖ Emphasis on security, ease of use and performance

8. But nobody wakes up in the morning
and says: “I urgently need a new
browser!”

9. Brand Campaign 2012
❖ Focus on experience
❖ Storytelling
❖ How Google Сhrome makes people lives better
❖ + integration Gmail & Youtube
“The web is what you make of it”

10. Dear Sophie

11. Burger King or the King of
Creatives

12. The Success of Success
Fun Brand as a center of
Pop Culture

13. ❖ Game changer
❖ Inspire Global Marketing
❖ Creativity - business decision
❖ “Self-deprecating” humor (tone of voice)
❖ Not afraid to test creative limits
❖ Ready to take risks
❖ Focus not on the product but on the news agenda
“Know your personality + high creative ambition”

14. PR stunt =
earned media + social

15. Hitjacking Technologies - Google Home

16. Collaborations with customers- Not serving
whopper

17. Hot Topics explained - Ad Neutrality

18. Play with rivals to get publicity - Scariest
"Booooooo! Just kidding, we still flame grill our burgers. Happy Halloween."

19. Moral dilemma - Sacrifice the friends

20. Important Topics - Proud Wopper

21. how to make it real

22. “We want to make everyday life at
home better“
(IKEA)

23. “Where life happens”
campaign

24. Showcasing daily routine - Dishwashing
‘Irresistible Pointless TrueView Ads’

25. Showcasing daily routine - Take a pregnancy
test with IKEA

26. Showcasing daily routine - Every other week

27. Showcasing daily routine - Retail Therapy

28. What are the foundation of the creative
campaign?
❖ Creative Idea
❖ Focus on digital - social virality
❖ Brand storytelling
❖ Use of technology
❖ Play with news and social agenda

29. ❖ What your target audience get out of it?
❖ Is audience ready for you ideas?
❖ Do you use unusual insights?
❖ Can people relate to your creatives?
❖ Do you look bold?
❖ Сan it lead to irrational loyalty?
❖ What is potential ROI?
You should ask 7 questions