Workflow
从爆款到长红,品牌营销要平衡好六个维度
3 6 Ke·2025-06-25 00:52

Core Insights - The article discusses the evolution of viral marketing, highlighting a shift from positive, entertaining content to content that often gains attention through controversy or negative reactions [1] - The SPREAD framework is introduced as a tool for brands to navigate the complexities of modern viral marketing, allowing for critical assessment and optimization of content before release [2] SPREAD Framework Dimensions - Socially Useful and Sensitive: Successful marketing campaigns today often provide value or meaningful actions, as seen in Duolingo's language equality advocacy and Dove's "Cost of Beauty" campaign, which resonated deeply with audiences [3][4] - Provocative: Effective campaigns challenge norms and provoke thought, such as Patagonia's "Don't Buy This Jacket" and Elf Beauty's "So Many Dicks," which raised awareness on diversity issues [5][6] - Replicable: Content that encourages participation and user-generated versions, like TikTok's "Roman Empire" trend, can significantly amplify brand exposure [7][8] - Emotional: Content that triggers emotional responses is crucial, with Airbnb's campaign successfully tapping into nostalgia and connection, while Peloton's ad failed due to a lack of empathy [9][10] - Ambiguous: Ambiguity can spark curiosity and sharing, as demonstrated by LEGO's "Rebuild the World" campaign, which encouraged personal interpretation [11][12] - Distributive: Content must be adaptable across various platforms to maximize reach, as seen in campaigns like the "DollyPartonChallenge" and Disney's "ShareYourEars" [13][14] Conclusion - The SPREAD framework provides brands with a structured approach to create impactful content that resonates with audiences while maintaining their core values, essential in a landscape where consumer behavior is increasingly selective and fragmented [2][14]