Raising Brand Awareness of Helsinki Salsa Academy Through Viral Video Marketing on Facebook
Basenko, Yana (2018)
Basenko, Yana
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018052510368
https://urn.fi/URN:NBN:fi:amk-2018052510368
Tiivistelmä
This bachelor’s degree thesis examines the role of viral video marketing in the growth of brand awareness. The overall purpose of the study is to determine the impact of viral video marketing through Facebook on the brand awareness of Helsinki Salsa Academy, a salsa dance school of Helsinki, Finland.
The thesis consists of an introduction, a theory section, an implementation section, an analysis section and final conclusions. The introduction section gives an overall idea of the study, the background information of the case company and the goals of this thesis. The theoretical part discusses the key elements of the production process, the practices of the competitors of the company and the potential success factors of viral videos. The implementation section describes the process of creation and development of the viral video for the company. The analysis part deals with the evaluation of the viral video outcomes. The conclusions section describes the findings, future recommendations and overall project flow.
The attempted viral video marketing campaign showed that it is difficult to predict the success of any viral video. The success factors that are drawn from the literature and previous practices of the company's competitors do not guarantee immediate growth and an increase in brand awareness. Moreover, the viral phenomenon is a highly unpredictable matter which can be influenced by other factors, such as luck.
Although the literature suggests that there are certain factors that can help a video go viral, the study showed that it is rather challenging to achieve that goal with the given methods. The viral video for Helsinki Salsa Academy was a beneficial addition to its marketing activities; however, it created little effect on brand awareness. During the span of the project, it became apparent that the success of the viral video depends on a greater number of factors than the anticipated ones. Nevertheless, the information collected from this study is beneficial for the future practices of Helsinki Salsa Academy.
In order to achieve potential success in viral video marketing through Facebook, the company can utilize the already existing and tested methods as well as develop its operations even further. The success factors found in this study were tested on one company and one video. Thus, they should not be taken as indicative of any general trend of viral videos.
The thesis consists of an introduction, a theory section, an implementation section, an analysis section and final conclusions. The introduction section gives an overall idea of the study, the background information of the case company and the goals of this thesis. The theoretical part discusses the key elements of the production process, the practices of the competitors of the company and the potential success factors of viral videos. The implementation section describes the process of creation and development of the viral video for the company. The analysis part deals with the evaluation of the viral video outcomes. The conclusions section describes the findings, future recommendations and overall project flow.
The attempted viral video marketing campaign showed that it is difficult to predict the success of any viral video. The success factors that are drawn from the literature and previous practices of the company's competitors do not guarantee immediate growth and an increase in brand awareness. Moreover, the viral phenomenon is a highly unpredictable matter which can be influenced by other factors, such as luck.
Although the literature suggests that there are certain factors that can help a video go viral, the study showed that it is rather challenging to achieve that goal with the given methods. The viral video for Helsinki Salsa Academy was a beneficial addition to its marketing activities; however, it created little effect on brand awareness. During the span of the project, it became apparent that the success of the viral video depends on a greater number of factors than the anticipated ones. Nevertheless, the information collected from this study is beneficial for the future practices of Helsinki Salsa Academy.
In order to achieve potential success in viral video marketing through Facebook, the company can utilize the already existing and tested methods as well as develop its operations even further. The success factors found in this study were tested on one company and one video. Thus, they should not be taken as indicative of any general trend of viral videos.