Viral marketing is a higher-level order of Word of Mouth in marketing. It utilizes the internet and digital medium to “infect” other users of the medium by engaging them with content and encourages them to pass it on to other users. Unlike traditional Word of Mouth marketing that may take weeks or months to reach critical mass, Viral Marketing, through the internet, allows the message to reach thousands and millions of people in less than a week. Brands are now joining the viral marketing bandwagon to leverage and create awareness and trial for their products and services. With the advent of video sharing sites like YouTube and social networking sites like Facebook, many brands have jumped into this viral bandwagon, albeit without much success. We can only name a few successful viral marketing campaigns that have really enticed us to “send it forward.” There is a science to successful viral marketing by understanding the fine line between human behavior and the internet technologies that exist today. Master them and brands will be able to cut through the clutter and become viral marketing successes.

Each participant will be able to:

  • Understand the underpinnings on why viral marketing came about and why it has become an undeniable key digital marketing tool
  • Appreciate how viral marketing can build and destroy brands, and understand why some viral campaigns succeed and some fail from the start
  • Understand how each viral and social platform plays out in contributing to viral marketing success and failure
  • Learn to track the performance of viral marketing campaigns

The company will:

  • Put viral marketing science into practice through a viral marketing framework
  • Utilize viral marketing as an important tool in business
  • Learn and understand how to proactively create strong viral marketing campaigns to their brands’ benefit
  • Counteract negative viral marketing programs that are working against them
  • Learn from tried and tested true viral marketing case studies that have proved to bring down brands and catapulted brands to success

The program showcases a viral marketing framework that helps marketing practitioners in developing a successful viral marketing campaign. It also helps marketers look at the different components of what makes an idea or campaign viral.

While the basic fundamentals of a word of mouth marketing campaigns like segmentation, target audiences, and viral media management remain to be universal, the dynamism of the internet has changed the way how marketers should look into these concepts.

It is therefore important that marketers understand the new principles behind old word of mouth marketing concepts, and how re-applying the internet into creating viral marketing can exponentially push a brand forward, or if done wrong, backfire on the brand.

At the end of the program, participants are expected to be able to develop a viral marketing campaign for their respective brands.

Module 1: Appreciation of the history of viral marketing and what makes it successful
Module 2: Creating a step-by-step Viral Marketing plan
Module 3: Choosing which viral and social platform to engage
Module 4: Measuring Viral Marketing performance
Module 5: Best in class Viral Marketing case studies


  • Marketing and Sales Management Practitioners
  • Brand / Product Managers, Assistant Brand Managers,
  • Ad and Promo Managers, Sales
  • Heads of Support Services specifically in IT, and any departments who have a stake in the digital marketing planning and execution.

Chief Digital Strategist

CEO of Dentsu Aegis Network; former Chief Digital Officer of ABS-CBN Corporation; former Managing Director of MRM Worldwide Manila; former CEO of Yehey Corporation and Media Contacts Manila; former Vice President of Philippine Daily Inquirer; youngest to serve as President of the Philippine Marketing Association; first Agora awardee '14 for Marketing Communications; founding President of the Internet and Mobile Marketing Association of the Philippines (IMMAP); one of the Ten Outstanding Young Men of the Philippines (TOYM) for 2015; co-author of the Mansmith Mentors’ List: the 8 P’s of Marketing.a