Have you had moments this year, which made you resist the mindless scrolling? Content needs to be highly captivating to get your undivided attention in this day and age.
Mind you! Some viral campaigns disrupted the doom scrolling and gained record-breaking viewership given various factors like timing, emotional relatability, and creativity. Their biggest USP was the ability to connect with their target audience’s heart and aspirations.
Let's have a look at the 3 renowned brands and their viral campaigns that stamped their authority in the social media world in 2024:
Tinder’s “It Starts With A Swipe” Campaign
Tinder debuted with their reiteration of a brand campaign which was inspired by “It starts with a swipe”. The key ingredients in this campaign were humour and recreating cliches. It recreated the “pehli nazar ka pyaar” cliche moments from romantic comedy movies but with a modern-day twist.
The twist was that Tinder wanted people to share real-life stories of people who met on the app and celebrated genuine connections like friendships, romance, or collaborations. This was particularly targeted towards Gen Z during the Valentine's season.
This campaign became insanely popular, as it rekindled the concept of meeting a loved one just like the rom-com cliches but through one swipe. The real-life stories were emotionally compelling enough to make this campaign go viral.
Swiggy’s “Everything Delivered” Campaign
Swiggy capitalized on being humorous and relatable at the same time. This time they came up with a campaign that instigated various hypothetical scenarios but with a touch of rib tickling instances.
One of the scenarios showcased was: If a bulb goes off in the middle of a house party, you are only one click away. The campaign reminded us that Swiggy is more than just a food delivery app, it is “convenience at your doorstep”
The lighthearted humour made it more memorable and the campaign was a hit amongst the urban community as they are largely dependent on delivery apps. With this campaign, Swiggy seems to have recreated “Iss baar life mai jitni bhi koshish karlo, kuch nai chutega”.
Spotify’s Wrapped Campaign
Just like every year, Spotify came up with 2024 wrapped- the annual personalised end of the year, that shows the Spotify’s user journey. The vibrant visual stories are an exemplation of the highlights of your musical journey- the highs, lows and everything in between.
This year the data driven marketing insights presents the users with an even deeper overview of their taste evolution. Spotify’s 16 different listening personality types are based on your listening behaviour. It's not only about what you listen to but it also reveals the transition in music taste over the year while giving you flashbacks about your progression in music affinity
When you connect with your audience’s heart you build an unbreakable bond. The audience has tons of content options to switch to, but what made these campaigns successful was the “pavitra rishta” which they created with their audience.
