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Viral Video Marketing (GoPro : Fireman Saves Kitten)

Viral video marketing nowadays becomes a powerful communication tools. It created to make a buzz, targeting to a smaller groups to begin with. It can reach a large amount of audience with effective cost. Viral video marketing has really become essence of making brand awareness.

I would like to share an example of viral video marketing on YouTube, GoPro. GoPro has created a video titled 'GoPro: Fireman Saves Kitten', published on 25th September 2013, which now had been watched more than 32.500.000 times. This video content originally recorded by HD Hero3 Camera. You can watch the video here :


Why the video becomes viral and very successful?

GoPro uses a very simple theme

Story in this video is very simple and could be found in daily life. Everyone in the world can easily understand this video. The video length is also quite short, retaining people not to skip it, rather than long length video. But, with short video duration, people understand the message and become memorable for them.

Emotional story

I have read some comments in this video, the result is very positive. Most of people adore this video and commented "I'm literally crying", or, with sad emojis. The video tells us to take care of animals, instead of abusing them. People touched by love that have shown in this video.

Shared and spread widely

People are much likely to share a video that makes them have a serious case in 'that feel'. This video shared by more than 100.000 people, although they are not told to do that ; that's their willing. With sharing, this enable people to know the video in other platform (such as Facebook, Twitter, Tumblr, etc). It is a benefit for GoPro because it's effortless and cost-effective.

GoPro successfully bring their message and brand identity

GoPro has done a great job of defining their brand as adventurous and extreme. As their slogan, 'Be a Hero', GoPro delivers the message implicitly in this video: you can be a hero in real life by just doing a little and simple things. Instead of promoting the physical evidence, GoPro shows the product quality by recorded the whole video using it.


It can not be denied that viral video marketing has a great impact for the company, both reputation and sales. A good quality of video marketing is not focus on the sale; it focus on the story. The most important thing to make a video marketing is appeal and get closer to your target audience. A strong storyline that could touch the audience emotionally will be memorable for them, making them want to click 'share'. Afterwards, you will gain 'free' marketers.
Reference : http://www.marketergizmo.com/viral-video-marketing-cats-babies-and-your-company/

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