The Easiest Way to Measure Virality (No Math Formula Involved)

For our banking client, bank bjb – we created “Tamba” a mascot for our #TandaMudaBerUang movement to make it relevant to the younger target audience. But more on that later, in another case study I’ll write with two pinky promises.

Both of us, the client and the agency were quite smitten with Tamba and decided to introduce him on a grander scale at the time of bank bjb 63th anniversary. So we let our imagination run wild and created a FOOH (Fake Out of Home) to make Tamba come to life and roam about the building of Braga, bank bjb‘s headquarters to be exact.

With our production company Curious Carrot, we did a modest shooting with some talents and shot the board we had planned and locked meticulously during the preproduction. We were racing with the consistency of the sun/ lighting, crowd management, and how to make everything make sense although, in a way, it is not making any sense.

We only use the help of one aggregator, @bandung.banget which is a local media in Bandung area, but somehow the content got nationwide. Even a friend of friend from Medan talked about it!

Ok one thing to measure virality, we can use the formula

For example, if you get a 10% virality rate,  we can conclude that for every ten people who viewed the content, one person shared it on their social media. So the greater the percentage, the better chance that the audience loving (or hating) your content.

But still there are things that you cannot measure, i.e. WhatsApp Groups. And when your mother received the video through her high school alumni WhatsApp Group and sent it back to me asking whether it was our work, that is when I’m sure – we hit the sweet spot!