Written by: Michelle Davidson  |  April 24, 2025

Want Viral Buzz? Add Humor to Your Marketing Campaign Strategy

What happens when a brand turns a social media trend on its head? Dove’s Unready for Anything campaign does just that—ditching polished “Get Ready with Me” routines for the messy, makeup-smeared reality that follows. It’s unexpected, it’s relatable, and most importantly, it’s a brilliant viral marketing campaign strategy in action.

A recent Marketing Dive article breaks down the campaign, but here are two strategies you can apply:

• Flip the familiar. Dove riffs on the wildly popular “Get Ready with Me” trend by doing the opposite: highlighting the after-moment. By changing the timing to after the big event, the campaign flips the script and creates intrigue. Turning a familiar format on its head is a proven move in any viral marketing campaign strategy—and you can do it, too.

• Make sharing effortless. Dove encourages people to snap a photo of their soap after a big night out, creating a lighthearted, visual ritual that’s easy to replicate. Yes, it’s silly, but in a fun way. The best viral content often lowers the barrier to entry. It’s time to go beyond asking big questions and create visuals people want to share.

In our world of ubiquitous data-heavy content, injecting some visual fun can be a welcome break. This is how inside jokes become movements—and how a smart viral marketing campaign strategy turns into real brand buzz.

Now Read This:

• KFC’s Battle Cry: Humor That Wins the Ad Campaign War
• Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road

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