“We want to go viral” is something we hear all too often when creating a brand campaign, and while getting in front of as many eyeballs as possible is usually deemed a good thing, it doesn’t always equate to sustainable success.
The unpredictable nature of ‘going viral’ means that simply hitting high numbers doesn’t guarantee any meaningful growth. The reality is, despite much preparation, going viral is usually the result of organic consumer behaviour rather than anything the brand manager can control, making the whole endeavour a scarily unpredictable one.
I live by the maxim ‘worry about the things you can control’, words that help me when dealing with this kind of unpredictability. From product and experience design to storytelling, all the way to messaging and tone of voice, there are plenty of things that are within our toolbox as marketers. And if we get those things right, we give ourselves the best chance of creating something meaningful and sustainable, whether we enjoy 15 minutes of (viral) fame or not.
That said, while virality may not be within our control, we can, of course, create the conditions for it to happen by being relentlessly focused on the lives of our intended audience.
Make global trends regional
Understanding your role in your audience’s lives allows you to position your campaign around what people want, need, and expect from you. To this mix, add changes in ‘audience behaviour’ and, crucially, what audiences are talking about, especially regionally, and you have a strong formula for success.
Take the Middle East, for instance, where booming economies and tech-savvy youth create an ideal environment for premium products.
People in this region have a refined taste and a love for luxury. Let’s not forget that there are 11.5 million social media user identities in the UAE. Coupled with the heavy use of visual platforms like Instagram and TikTok, it is safe to say that the region is deeply connected.
This creates an amazing opportunity for brands to deepen their understanding of what their desired audience is thinking about, talking about, and enjoying. Doing your homework means you can produce content that people genuinely find interesting and entertaining and want to interact with without feeling that they’re being sold to.
Little Moons has gone viral on several occasions and has been able to use that moment of success productively and take a step forward as a business. When we went viral in the UK, we were able to capitalise on that sudden popularity and use it to dramatically increase distribution, making it easier for us to buy long after we had gone viral.
That is the challenge for brands who suddenly experience a peak in interest: are they able to maintain and use it for longer than the duration of their viral moment? If not, then the business usually isn’t affected in the long term.
When you catch a wave of virality, it’s crucial to be able to adapt and react quickly. A trend or talking point won’t be around forever, and there’s nothing worse than a brand turning up late to a party.
What was popular yesterday isn’t necessarily going to be popular today, so brands need to keep pace with their audience and avoid the trap of trying to repeat what’s worked for them at a particular moment in the past. By being fresh, new, and relevant and reacting to current trends, you’re more likely to achieve ongoing engagement.
How Little Moons kept its virality going
In 2021, Little Moons became a viral TikTok sensation in the UK with content that amassed over 500 million views, which has led to it becoming one of the leading mochi ice creams globally. By the end of that year, Little Moons had added over £20 million in sales value to the ice cream category.
Not bad for what was once a small family business, started in 2010 by sister and brother Vivien and Howard Wong. Since its inception, Little Moons has expanded into 35 countries, with a retail sales value for the last two years exceeding £250 million. Now, after just a year in the UAE market, Little Moons is already the 4th biggest ice cream brand by retail sales and the UAE’s fastest-growing ice cream brand.
As we expand into the Middle East market, our strategy lies in effectively engaging with the region’s influencers and leveraging user-generated content. Little Moons recognises the immense potential in this approach, especially considering the Middle East’s growing influencer marketing sector, which was valued at $1.3 billion in 2023. Moreover, with the Middle East consuming over 1.5 billion liters of ice cream annually and the market projected to grow to USD 4.84 billion by 2031, the growth opportunities are substantial.
@littlemoonsmochi We told you we’re going to be HUGE in the UAE … 😋 #littlemoons #mochi #dubai #dubaitiktok #dubaimoon ♬ original sound – ♥️⁉️
What we learned
If the viral success of 2021 has taught Little Moons anything, it’s the importance of adaptability to sustain the momentum. No matter how much one prepares for a campaign, I don’t think anyone can confidently say you’re going to amass over 500 million views on a piece of content, which will then trigger a wave of popularity and demand. Having seen the power of viral trends firsthand, it’s for that reason that Little Moons has the attitude and willingness to cleverly piggyback off the back of viral trends as much as attempting to start its own.
Proactive brands give themselves a strategic advantage over those who are unwilling to change and adapt quickly to the market by ensuring they are always current and relevant. This means that they’re able to be a part of the conversation of trending topics, or regional trends when excitement and engagement are at their peak. Not only does this give the brand a better chance of being seen, but it also gives them a greater opportunity to connect on a deeper level with their audience.
At Little Moons, we’ll be keeping our ears to the ground to connect with our audience on their terms. If we’re fortunate enough to go viral once again, we’ll be ready to ride the wave.
By Ross Farquhar, Marketing Director at Little Moons.
