Curiosity. It’s as simple as that. Just look at how any interesting story spreads around an office or a close-knit group: when something sparks interest, it’s shared in no time. That urge to tell others is one of the oldest and most effective drivers of communication.
From there, there are three key factors that I consider equally crucial: emotion, identity and timing. The content must provoke a reaction. The recipient must think ‘this speaks to me’ or ‘I have to send this to someone’. And, above all, it must arrive at the right moment. A brilliant message at the wrong time can go unnoticed. Timing isn’t a minor detail: it’s part of the content itself.
How do you balance creativity with data when designing a viral marketing strategy?
Data is essential for understanding where the audience is and what interests them. Creativity is what decides how to connect with them. Over time, I’ve learnt that instinct, when well-honed, can complement and even anticipate metrics.
A specific example was the campaign announcing the arrival of fibre-optic broadband in certain municipalities in the Canary Islands. We opted for flyers featuring expressions and words typical of the Canarian dialect, very local in nature. It was a decision that went beyond what the data would have directly indicated, but the result was very positive: more informed customers and greater customer acquisition. People felt recognised, not addressed by an impersonal message. That sort of cultural sensitivity isn’t always reflected in a spreadsheet, but it makes all the difference.
When a campaign starts to gain traction, what tactics do you use to amplify that effect and maintain the momentum?
There is a fairly widespread belief that, if something works, you shouldn’t mess with it. I understand that logic, but I don’t always agree with it.
When a campaign starts to gain traction, my approach is usually to look for a new angle. To introduce variations. Surprise them again. What ends up wearing the audience down isn’t success, but constant repetition. If the message remains identical, it becomes predictable. And predictability is the enemy of virality. Amplifying isn’t just about increasing investment in what already works, but finding new reasons for someone to decide to share it once more.
How do you measure the success of a viral campaign beyond the number of views or shares?
Views indicate how far content has reached. But for me, the key lies in whether it sticks in the memory. When, some time later, someone mentions the campaign, remembers the message or how it made them feel, that’s when the real impact becomes evident.
There is also one indicator I particularly value: when people spontaneously become brand ambassadors. When they recommend a product or an initiative without anyone asking them to. At that point, you know you’ve achieved not just reach, but a connection. And in the professional environment in which I work, that connection is just as relevant as any KPI.
What risks do you see in going for viral content and how do you manage them within a brand strategy?
More traditional strategies tend to prioritise the safety and predictability of the investment, which makes perfect sense. However, when you opt for more disruptive approaches, you take on a real risk: that of getting it wrong.
That risk must be factored in from the outset. But when an idea works, the results aren’t limited to the short term. You build the brand, strengthen its reputation, boost customer acquisition and foster loyalty. It’s an impact that’s harder to achieve with overly conservative approaches.
The key to managing that risk is not to chase virality as an end in itself, but to focus on creating authentic and relevant content for the audience. When the message is honest, connects with people and, moreover, surprises them, the chances of it travelling far increase naturally.
