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Anatomy of a Viral Video 
#FUTUREM 
Kazi 
Ahmed 
@kaziahmed 
VP, 
Group 
Digital 
Director 
Mediahub/Mullen 
Eric 
William...
THE 
ANATOMY 
OF A 
VIRAL VIDEO
www.mullen.com/worldstoughestjob
ADVERTISING
post·mor·tem 
pōstˈmôrtəm 
noun 
A methodical fact-finding mission of learning 
from previous actions that we all agree we...
SIX 
LESSONS
YOU KNOW 
WHAT THEY SAY
INSIGHT 1 
MOMS AREN’T THE 
PROBLEM, WE ARE
INSIGHT 2 
HARD WORK, BUT 
NOT A “REAL JOB”
THE NEW 
MEDIA HACK
PR: MEDIA 
FEEDBACK LOOP
BABIES OR CATS
MAKE IT COUNT
2.7M IMPRESSIONS 
800K SOCIAL SHARES 
MOST SHARED ADWEEK 
ARTICLE OF ALL TIME 
INFLUENCED 13+ 
OTHER MEDIA OUTLETS
DON’T SCREAM 
INTO THE WIND
CONTROVERSY: 
A GOOD THING
HATERS
What a surprise, the World’s 
Toughest Job video is just a 
corporate pitch for greeting 
cards
What a surprise, the World’s 
Toughest Job video is just a 
corporate pitch for greeting 
cards
What a surprise, the World’s 
Toughest Job video is just a 
corporate pitch for greeting 
cards
PEOPLE NEED 
TO FEEL
1. DON’T ASSUME ON INSIGHTS 
2. PR IS A MUST 
3. DAY ONE IS KEY 
4. LAUNCH ALONE 
6. EMOTION = SHARING 
5. BE COOL UNDER P...
SERIOUSLY, 
THERE’S NO FORMULA
FutureM 2014 - Anatomy of a Viral Video
FutureM 2014 - Anatomy of a Viral Video
FutureM 2014 - Anatomy of a Viral Video
FutureM 2014 - Anatomy of a Viral Video
FutureM 2014 - Anatomy of a Viral Video
FutureM 2014 - Anatomy of a Viral Video
FutureM 2014 - Anatomy of a Viral Video
FutureM 2014 - Anatomy of a Viral Video
FutureM 2014 - Anatomy of a Viral Video
FutureM 2014 - Anatomy of a Viral Video
FutureM 2014 - Anatomy of a Viral Video
FutureM 2014 - Anatomy of a Viral Video
FutureM 2014 - Anatomy of a Viral Video
FutureM 2014 - Anatomy of a Viral Video
FutureM 2014 - Anatomy of a Viral Video
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FutureM 2014 - Anatomy of a Viral Video

FutureM 2014

Anatomy of a Viral Video

Speakers:
Eric Williamson (@edubble_u) SVP, Director of Digital & Content Strategy, Mullen
Kazi Ahmed (@kaziahmed) VP, Group Digital Director, Mediahub/Mullen
Jon Ruby VP, Creative Director, Mullen

In advertising, we work tirelessly to create what we hope is incredible branded content and then pay to get it in front of as many of the right people as possible. Our success is measured by some combination of business results, brand surveys and industry awards. But what really gets our blood pumping is when our work grabs the attention of the masses and goes viral. At Mullen, we recently had the good fortune of experiencing this with a video we created for American Greetings’ Mother’s Day campaign.

Naturally, when you do something great, you want to understand how you did it, so you can do it again. Our project post-mortem revealed some interesting insights about how and why something spreads among consumers and media, which is what we will share in this presentation, “Anatomy of a Viral Video.”

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FutureM 2014 - Anatomy of a Viral Video

  1. 1. Anatomy of a Viral Video #FUTUREM Kazi Ahmed @kaziahmed VP, Group Digital Director Mediahub/Mullen Eric Williamson @edubble_u SVP, Director of Digital & Content Strategy Mullen Jon Ruby VP, Crea@ve Director Mullen
  2. 2. THE ANATOMY OF A VIRAL VIDEO
  3. 3. www.mullen.com/worldstoughestjob
  4. 4. ADVERTISING
  5. 5. post·mor·tem pōstˈmôrtəm noun A methodical fact-finding mission of learning from previous actions that we all agree we should definitely do after every initiative… but never actually do.
  6. 6. SIX LESSONS
  7. 7. YOU KNOW WHAT THEY SAY
  8. 8. INSIGHT 1 MOMS AREN’T THE PROBLEM, WE ARE
  9. 9. INSIGHT 2 HARD WORK, BUT NOT A “REAL JOB”
  10. 10. THE NEW MEDIA HACK
  11. 11. PR: MEDIA FEEDBACK LOOP
  12. 12. BABIES OR CATS
  13. 13. MAKE IT COUNT
  14. 14. 2.7M IMPRESSIONS 800K SOCIAL SHARES MOST SHARED ADWEEK ARTICLE OF ALL TIME INFLUENCED 13+ OTHER MEDIA OUTLETS
  15. 15. DON’T SCREAM INTO THE WIND
  16. 16. CONTROVERSY: A GOOD THING
  17. 17. HATERS
  18. 18. What a surprise, the World’s Toughest Job video is just a corporate pitch for greeting cards
  19. 19. What a surprise, the World’s Toughest Job video is just a corporate pitch for greeting cards
  20. 20. What a surprise, the World’s Toughest Job video is just a corporate pitch for greeting cards
  21. 21. PEOPLE NEED TO FEEL
  22. 22. 1. DON’T ASSUME ON INSIGHTS 2. PR IS A MUST 3. DAY ONE IS KEY 4. LAUNCH ALONE 6. EMOTION = SHARING 5. BE COOL UNDER PRESSURE
  23. 23. SERIOUSLY, THERE’S NO FORMULA

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