There are many brands, businesses, individuals, and influencers who would covert a marketing activity that goes viral, often though what does capture the attention has not been planned but has taken a life on of its own.

Maybe it is because we are during another lockdown period and we are spending more time than ever online that there have been more examples of a viral activity recently. These have sparked a natural progression of relevant brands using the opportunity within their own marketing activities, for example:

1. Bernie Sanders - at President Biden’s inauguration last month (January 2021), Senator Bernie Sanders was photographed sitting alone (socially distancing) in an anorak style coat and large knitted mittens. His choice of clothing seemed more everyday than the formal dress of other guests, and the internet loved it. Cue many memes* that were shared on social media. Brands such as Ikea quickly react and create adverts for the ‘Bernie’ chair and accessory retailers promote similar gloves and knitting patterns.
2. Jackie Weaver - last week a video of a rowdy Handforth Parish Council Zoom meeting hit the headlines and Clerk Jackie Weaver became an overnight star with her calm and no-nonsense approach. Her actions have been praised across the media and by many household names including Richard Osman who suggested he was going to add a new character to his next book. Jackie was subsequently interviewed on Radio 4 Woman’s Hour, where she not only discussed bulling in the workplace (and how to deal with it) but also highlighted the good work that is being carried out by Parish Councils across the country. The outcomes, well for one I am sure people will be more aware of their behaviour in meetings and for another it may spark an interest in people getting involved in their Parish Council.
3. Weetabix and Heinz Baked Beans - not the most natural partnership, but an unlikely serving suggestion on Twitter today using the breakfast cereal instead of bread to go with your beans, quickly caught the attention of many, including well-known brands who joined in with the banter, much to everyone’s delight. Planned or by chance? Who knows but it got both food products trending and it was a great example of #goodmarketing that showed us the personalities of their brands and demonstrated their quick response to what was current today.

You do not have to have your own viral campaign to get involved, keep an eye out on social media trending items and those that have a natural (or even tenuous) link to your brand, jump in!