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“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.
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