Going viral with purpose
In an era of algorithmic clutter, increased digital media cost and shortened attention spans, virality tempts brands with the promise of mass visibility at a lower CPM. As brand and business leaders, the real challenge is to go viral with purpose—creating content that travels and builds meaningful, memorable brand connections.
Why Many Viral Campaigns Miss the Mark
When virality happens without strategic grounding, it risks short-term buzz but long-term brand damage. Apple’s 2023 “Crush!” ad was provocative but insensitive, undermining its brand values around creativity. Pepsi’s infamous Kendall Jenner ad attempted to hijack social movements for attention, backfiring with global backlash. In both cases, the campaigns failed to manage the conversation effectively, and first and foremost lacked relevance.
By contrast, Duolingo’s TikTok campaigns and Dove’s “Cost of Beauty” succeeded because they bonded with users around shared values, educated and entertained through authentic storytelling. They also moderated cultural conversations with sensitivity. They didn’t just go viral—they built equity.
Take Elf Beauty’s “So Many Dicks” campaign: cheeky and provocative, but rooted in a cultural insight on boardroom diversity. It sparked meaningful discussion, made people laugh while learning, and invited mass participation across channels.
Key Questions for Brand Teams
Are we creating content that helps our community express identity or values?
Does the content spark curiosity, joy, or participation—or just noise?
Are we prepared to moderate the conversation our content may trigger?
Does the campaign enhance or dilute our iconic brand positioning?
Final Thought
The real power lies in clarity: knowing which job your brand wants to perform and designing content accordingly. In a landscape where attention is fragmented but meaning is craved, the brands that will truly win are those who go viral with purpose—and stay relevant for the right reasons.
Would you like to discuss how this can be applied to your business? Let’s connect
Source: David Dubois, associate professor at INSEAD, HBR article https://hbr.org/2025/05/a-new-framework-for-going-viral