Existing social networks and blogs are used to place content that raises brand awareness or that achieves a different marketing objective.
Content is designed and created in a way that sparks an interest amongst the target group and that is readily and quickly shared by the users. A viral campaign can be planned and implemented, yet this serves only to drive up the probability of its success, the desired effect cannot be guaranteed. Furthermore, the value of successful viral marketing is impossible to convert to actual sales figures.
That viral marketing works has been proven by Samsung and Ellen DeGeneres at the Oscars 2014 with the most tweeted image of all times.
— Ellen DeGeneres (@TheEllenShow) 3. März 2014