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Controversial Ads Viral Article Deployment
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Created: 03/25/08
Last Edited: 03/25/08
Views: 342
Appreciations: 5
Comments: 0
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Sisley
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Controversial Ads Viral Article Deployment
During the fall of 2007, DebonairMag.com experienced two months of traffic growth that fell under projection. The website needed multiple inbound links from outside web properties using the word “fashion” to reinforce search engine optimized branding and drive traffic to the property. This would require content to go “viral” without undermining brand identity.
Often, strategic viral Internet phenomena rely on stolen content or imagery. Being of the opinion that this is a bad business practice, I decided that any viral marketing attempt must use original content, content in the public domain, or copyrighted content used under Fair Use legislation.
Combining original writing used in conjunction with Fair Use imagery, I penned the article “The Most Controversial Ads in Fashion History.” Although the piece relied heavily on sexually suggestive imagery, it was still safely within the realm of the Debonair brand and commercial standards of “good taste.” Marketing for the article relied on two strategies:
• Researching and notifying the webmasters of highly trafficked, high TrustRank sites; and
• Strategically including hyperlinks within the article (to probable syndication candidates).
Within one week, the viral marketing initiative yielded over 500 links to DebonairMag.com (utilizing desirable anchor text) and drove 100,000 unique visitors to the site. To date, the article has created over 1,000 unique links and over 300,000 site visits.
As a result of the massive surge in inbound links, DebonairMag.com quickly overtook dozens of competitive web properties.
During the fall of 2007, DebonairMag.com experienced two months of traffic growth that fell under projection. The website needed multiple inbound links from outside web properties using the word “fashion” to reinforce search engine optimized branding and drive traffic to the property. This would require content to go “viral” without undermining brand identity.
Often, strategic viral Internet phenomena rely on stolen content or imagery. Being of the opinion that this is a bad business practice, I decided that any viral marketing attempt must use original content, content in the public domain, or copyrighted content used under Fair Use legislation.
Combining original writing used in conjunction with Fair Use imagery, I penned the article “The Most Controversial Ads in Fashion History.” Although the piece relied heavily on sexually suggestive imagery, it was still safely within the realm of the Debonair brand and commercial standards of “good taste.” Marketing for the article relied on two strategies:
• Researching and notifying the webmasters of highly trafficked, high TrustRank sites; and
• Strategically including hyperlinks within the article (to probable syndication candidates).
Within one week, the viral marketing initiative yielded over 500 links to DebonairMag.com (utilizing desirable anchor text) and drove 100,000 unique visitors to the site. To date, the article has created over 1,000 unique links and over 300,000 site visits.
As a result of the massive surge in inbound links, DebonairMag.com quickly overtook dozens of competitive web properties.
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