The Digital Marketer's Journal

Written by Hong Ngan Tran (s3961720)

What makes a campaign become viral? Why are people so obsessed with viral contents?

A viral marketing campaign depends on various elements such as emotional resonance with the audience, creating viral buzz or triggering conversation that becomes word-of-mouth power to make a campaign popular. Creating remarkable moments or content that is unique and cool that make the audience thrive to spark online discussion which generates strong feelings that obsessed people to react and share the campaign that increases engagement.  

Make the audience evoke emotion and interest as it can be anger, happy, comfort, sad emotions but make these contents memorable towards the audience are the main goal for brands. Bringing connections and building relationships with audiences through campaigns can help brands to create visibility, credibility for public people. 

Image source: Perfect Viral 

Viral GAP campaign in 2025 that obsessed audience in collaboration with Katseye 

The GAP campaign featuring global group called Katseye in 2025, tapped into the nostalgia vibes and feelings through low-rise jeans that target millennials and generation Z. The campaign highlights the diversity in races and embraces every body shape in women which make the campaign memorable and trendy with young talented girls like Katseye that have positive influence towards younger audiences. 

Image source: Glamour

The most viral moment from the campaign is the dance move that Katseye showcased in the campaign video using Kelis’s hit song “Milkshake” in their campaign. With creating a bold move and putting this campaign with epidemiology that surprises all Katseye’s fans and the public. With a fun dancing video, GAP successfully makes the campaign viral as audiences rewatch all over again due to the attraction of Katseye dance moves and their personality that match so well with the brand, creating an amazing campaign that is simple but reliable. 

GAP campaign “Better in Denim” showcasing the trigger and emotion elements are important in making a viral campaign that makes the audience react positively and optimistically. Choosing the right connector which Katseye further enhances the campaign to have a strong tie with the audience and their fans and create space for discussions and reach a wider audience . 

Benefits of Viral Campaign 

• High reach with low cost
• High brand awareness
• Positive brand image
• Increase new audiences
• Enhance credibility and engagement

Questions

1. How can viral content reach an audience?
   
2. What can viral marketing bring for business?