We were shocked -- shocked! -- to see this headline today: "Strong Creative Drives Viral Success".
Who knew? To read the article, click here, but here's our perspective:
Millward Brown is a trustworthy source. The headline is a "duh" but you can be sure it's backed up by bulletproof research. I love the Millward Brown people that work with my clients.
Screens are screens. MB's analysis sounded exactly like their analyses of what drives strong television advertising. Many people declare or predict the death of 30-second TV commercials. TV commercials aren't dead, they're just moving to other media, mainly digital.
Luck is the second biggest driver of viral success. Even great creative is no guarantee of success. A colleague once told me "viral is not a strategy, it's an outcome." Saying you're doing a viral ad is like saying you'll go to Vegas and come back a million dollars richer.
The Millward Brown study acknowledges this. "We see there are certain principles that make an ad go viral," says Ann Green, senior vice president of marketing solutions for Millward Brown. "But there will always be ads that have these characteristics that don't catch on and vice versa."
Strong creative. I'll be darned.