Millward Brown: Can I make my Ad go Viral?

Though the proportion of ads that "go viral" in any meaningful way is small, it is possible to increase your odds of success. Millward Brown have identified factors that influence the success rate: promotion, support in other media, and specific elements of the creative, including the use of humor, celebrities and edginess.

Before implementing a viral strategy, however, you should consider carefully whether such an approach is right for your brand.

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