I just finished reading Contagious: Why Things Catch On by Jonah Berger after completing his Lynda.com course on viral marketing. Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania.
There are several examples of campaigns that go viral with millions of views, and Berger spent decades studying how social influence works and how it drives products and ideas to catch on.
What drew people to this ad? Why did people share it?
After going through the data, Berger and his team realized that it wasn’t random. There were very concrete reasons why people were drawn to a campaign.