STEPPS Model – Jonah Berger
Jonah Berger talks about the 6 different elements within the STEPPS model.
- Social Currency –
People care about how they look to others. People want to seem smart, cool and knowledgeable. - Triggers –
Top-of-mind means tip-of-tongue. Triggers help remind people of certain ideas, and helps to maintain these reminders. Here’s an example. - Emotions –
When we care, we share. Focusing on feelings rather than functions, people tend to be inclined towards things that make them feel. - Public –
The more public something is, the more likely people will imitate it. Center your product/ideas to advertise themselves! - Practical Value –
Anything informative/useful gets shared by people who resonate with them! - Stories –
Narratives are more engrossing compared to basic facts and figures. If people gets sucked in, they’ll probably stay for the conclusion. (Counting on you for this one!)
Find out more of Jonah’s Berger’s work through his book ‘Contagious’
The Tipping Point – Malcolm Gladwell
Malcolm Gladwell talks about 3 main concepts:
- The Law of the Few –
“The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”
– Malcolm Gladwell
And the easiest people to identify would be – Social Media Influencers.
Gladwell also classifies these people to 3 specific categories – Mavens, Connectors and the Salesmen. - The Stickiness Factor –
This concept relates to an extent where an idea/product retains in the minds of people, as to how attractive they can be. The more powerful the attraction is, the more it retains in a viewer’s minds. There is a science behind memory. - The Power of Context –
Well, this concept talks about the environment and the situation that are happening around it. Which also explains why current events make headlines when big things are happening around the world. A most familiar example would be Grab releasing GrabCare service to provide transport for all healthcare workers in light of the COVID-19 situation in Singapore.
Like what you’re reading? See more of what Malcolm Gladwell offers through his book ‘The Tipping Point’
If you’ve come this far into the article, congratulations! Here’s a gift that you’ll probably thank me for after watching!
There you have it, Welcome to the end of class Ladies and Gentlemen!
Can you think of brands who managed to find success through Viral Marketing? Do you agree with the STEPPS theory? Can’t relate to The Tipping Point? Lets discuss more in the comments section!
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The Digital Marketing Handbook 
oooo interesting!! didnt know that!!!
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THANK YOU 🙂
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The Bubble Tea Factory found success through viral marketing as well!
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Thank you for providing me with new insights!
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Thats interesting! Thank you for sharing!
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Thank you for reading! Appreciate your comments! 🙂
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Straight to the point but got the point across. Thanks for the information!
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Thank you! 🙂
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This blog has pretty interesting contents. The info/captions will capture your attention. Nice blog!
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Yay! Glad to have captured your attention! 🙂 Hope you do subscribe to the newsletter for more cool marketing information!
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wow what a blast to the past! Was interesting to take a look back at these old videos that took to the top of the internet craze!
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All three scenarios were able to ride on the social media aspect hence was easier to become viral. No doubt creativity and standing out against the noise will get you noticed!
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That is very true! Social media might probably be one of the best complements for viral marketing! Brands should also realize that regardless, they still require some form of novelty and creativity towards delivering their marketing content out to bring out the best potential their campaign can do! Well, thats another topic for another day! Subscribe to my newsletter so you don’t miss out!
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Thank you for reading up! Hope you enjoyed the content that i post! Keep yourself updated to more of such contents coming up by subscribing to the newsletter! 🙂
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A very detailed analysis of how campaigns prove viral marketing sells. It is easy to read and very informative on how marketing campaign works. The author highlights the topic sentence to introduce the main points before further elaborates on it. This allows the reader to grasp the author’s intention easily allowing reader to understand how marketing campaign works. Hence, in conclusion, this report investigates how marketing campaign works are well explained which aids the overall clarity for the reader.
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Thank you for your honest feedback! You completely understood my intentions to bring marketing contents across in a fun and interesting way! 🙂 Stay tune for more! 🙂
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omg I agree with you! With Old Spice, the use of media mix such as social media and television enabled it to gain a wide audience reach. Coupled with the creativity and humour, as well as the famous Old Spice Man, it certainly appealed to the audience and ultimately went viral.
Old Spice also kept the campaign going, by going one step further. Within the span of 24 hours, the Old Spice man responded to selected tweets with Youtube videos. The act of personalising the responses made their target audience feel special, and even appreciated, as most respondents and tweeters were definitely not expecting a response by a huge company, back in the days.
I believe this was another reason why Old Spice’s marketing remains as one of the most memorable, entertaining and engaging.
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Indeed! If we were to completely remove marketing for Old Spice, it might just be a simple, unnoticed, antiperspirant, deodorant or shampoo product! Can you imagine how much they have leveraged on viral marketing as well as CRM efforts to make their brand known worldwide? Viral marketing might just be the best weapon Old Spice hold, and they certainly proved that they are worthy of its might.
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Your blogpost is marvelous, was a very good read indeed . Man oh man those were the trends back in the day dude, love it!
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Wow That’s interesting!
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Thank you 🙂
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I didn’t know there were so many factors that contribute to a viral video, a real eye-opener for me. One of the companies that managed to find success through a viral video that left an impression on me is Panda Cheese. I remember the catchy soundtrack that was played every time the panda appears and the things that the panda does are really absurd and funny. I really agree with the STEPPS model especially the point about emotion because if the audience feels impacted emotionally there is a strong first impression and people usually purchase things on impulse.
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Thank you Kenneth! Panda Cheese has a very humourous aspect and I guess that was what made their brand so memorable as they have captured their audiences with a ironically interesting approach! I hope you have learn much through this post, especially the STEPPS Model, as it helped me identify the different elements of why viral marketing can turn viral and they really do make sense! I hope you are emotionally connected to Panda Cheese as well as I am 🙂
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THANK YOU 🙂
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To be honest, I always thought that a simple humor or impact video about positive humanity would make videos go viral. After reading your post, I realised that there are actually plenty of other factors such as social currency, practical value and triggers other than just the basic emotions that i based it on. Thank you for your post and i enjoyed the read
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Hey! You got that right! I initially had the same thoughts as you, until i dwell further into these topic of viral marketing, it doesnt mean that being able to connect with people on an emotional level is enough to make things go viral, there are plenty of factors that are involved, and these might be easy to understand, but definitely hard to pull off! Hope you enjoyed my content so far! 🙂
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