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Viral marketing

How does a water bottle go viral — and stay viral?

by Hannah Baggenstoss
Feb 21, 2023
Stanley, the popular drinkware brand, has transitioned from venerable camping staple to TikTok sensation.
A woman with a Stanley tumbler in hand. Short-form social media has accelerated the trend cycle of various products, says marketing professor Justin Huang.
Courtesy Stanley
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Liquid Death is an “entertainment machine” with a water brand attached

by Kai Ryssdal and Maria Hollenhorst
Jan 25, 2023
“We think about our marketing team more like 'Saturday Night Live,'” says Mike Cessario, the beverage startup’s co-founder and CEO.
“Anybody can put water in a can,” said Mike Cessario, CEO of beverage startup Liquid Death. “But that's not why we're successful.” Above, Cessario at Liquid Death’s headquarters.
Maria Hollenhorst/Marketplace
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How companies create and take advantage of viral TikTok trends

by Kristin Schwab
Sep 1, 2022
Companies pay influencers to use their products on TikTok, hoping that the videos will go viral and drive purchases.
Companies pay influencers on TikTok to promote their products in videos.
Philippe Lopez/AFP via Getty Images
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TikTok

TikTok helps songs go viral, but does it make them hits?

by Jasmine Garsd
Feb 12, 2020
Billboard doesn't track plays on TikTok, but viral memes can help drive listens on other platforms.
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The real life crusade of a Twitter book hustler

by Donna Tam
Mar 14, 2016
Up-and-comer writer Shea Serrano was just hoping someone would buy his $12 rap book. What he got was a spot on the New York Times’ best-sellers list and a social media marketing machine that can help other writers sell books.
Abrams Books
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Screen Wars

L.A.'s the place for YouTube stars seeking wider fame

by Queena Kim
Nov 19, 2014
YouTubers flock to Los Angeles, and an entertainment industry that caters to them.
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Women’s empowerment gets a corporate boost

by Ashley Milne-Tyte
Jul 23, 2014
Marketers are pushing female strength to capitalize on a national movement.
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By The Numbers

How not to get hit by a train

by Daryl Paranada
Jun 25, 2013
A public service ad campaign promoting train safety has gone viral, but does funding a questionable PSA dilute your message?
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By The Numbers

Dove's viral video hit becomes most watched ad -- ever

by Kim Bui
May 20, 2013
Dove says the video has been watched over 114 million times.
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By The Numbers

The number mental health advocates want you to talk about

by Gigi Douban
May 6, 2013
The folks at Mental Health America are encouraging people to complete a three-minute online screening as part of Mental Health Month.
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