Anatomy of a Viral Video

# FUTUR EM

Kazi  Ahmed  @kaziahmedVP,  Group  Digital  DirectorMediahub/Mullen

Eric  Williamson  @edubble_uSVP,  Director  of  Digital  &  Content  StrategyMullen

Jon  Ruby  VP,  Crea@ve  DirectorMullen

THE ANATOMY

OF A VIRAL VIDEO

www.mullen.com/worldstoughestjob

ADVERTISING

post·mor·tempōstˈmôrtəmnoun

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.

SIX LESSONS

YOU KNOW WHAT THEY SAY

MOMS AREN’T THE PROBLEM, WE ARE

INSIGHT 1

HARD WORK, BUT NOT A “REAL JOB”

INSIGHT 2

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

5. BE COOL UNDER PRESSURE

1. DON’T ASSUME ON INSIGHTS2. PR IS A MUST

3. DAY ONE IS KEY4. LAUNCH ALONE

6. EMOTION = SHARING

SERIOUSLY, THERE’S NO FORMULA