The document discusses how Peugeot Poland achieved viral success with a short social media video. They uploaded the video to their Facebook page but saw only modest engagement. To boost it, they leveraged influential bloggers by contacting one and asking her to share it. This sparked wider sharing among her network and other influencers. They also spent $50 on promoted posts, reaching over 6,000 people and engagement at less than $0.01 per user. Ultimately, the video reached 231,000 people organically and paid promotion, becoming Peugeot Poland's top performing post that month.

1. Airbag spot
a short story of Peugeot Polska viral video
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

2. So you have a good
content with viral
potential.
Of course, you never know if it will become
viral, until it is viral.
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

3. You put it on the
interwebs and...
... wait until it spreads itself?
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

4. You put it on the
interwebs and...
... wait until it spreads itself?
No!
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

5. Peugeot Poland had a great piece of
content. It was a short spot for
social campaign:
You can find it here: http://bit.ly/13VIUab
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

6. So what did we do?
26 Feb, 10:40
Video is uploaded on PP fanpge
you can find it here:
http://on.fb.me/ZBUnot 21,400 Facebook Page with engaged community (ca.
4000 Talking About This).
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

7. So what did we do?
26 Feb, 10:40
Video is uploaded on PP fanpge
21,400 Facebook Page with engaged community (ca.
4000 Talking About This).
Was it enough?
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

8. Slow organic proliferation
26 Feb, 15:00
Reaction counter:
about 30 shares
less than 10 comments
about 20 likes
Still not a viral video after 3 hours after publishing.
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

9. Influential person leverage
Than we emailed ONE influential
marketing blogger - Natalia
Hatalska.
Just to let her know about the
video (with link to the post on the
fanpage).
No asking for sharing.
She DID share it on her fanpage.
Just because she found it worth
sharing.
THAT WAS THE TEST OF A
VIRAL VIDEO!
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

10. Influential person leverage
Soon, many Facebook users
influenced by Natalia started to
share the story.
The number of shares from her
fanpage quickly grew to 50.
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

11. Influential person leverage
But is was only the beginning.
Since she has many influential Artur Kurasiński
bloggers as friends, they started to Influential Tech/Marketing
share it on their profiles and pages. blogger
Paweł Tkaczyk
Influential
Branding/Marketing blogger
Paweł Nowak/MyApple.pl
Publisher of MyApple.pl
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

12. Paid media
We also helped our viral video with some
paid media support.
We spent 50$ for sponsored story with our
video. The results were stunning.
Over 6000 people interacted with our video.
5666 watched the video.
So the cost of reaching engaged user was less that 0,01$
(exactly = 0,0079$)
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

13. Results
The post reached 231.000 users with:
893 likes
60 comments and
605 shares
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

14. Results
The post second best (interactivity index) in February 2013 in automotive
category according to Sotrender.com
Full raport here: http://www.sotrender.com/pl/fanpage-trends-category/201302/samochody
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

15. Conclusion
Having great piece of content and publishing it in your own media (fanpage)
is not enough.
What you need is:
Earned Media Paid Media
+
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com

16. Thank You!
Paweł Stempniak
Digital Strategist
stempniak.pawel@gmail.com
ABOUT ME
Digital Strategist and Social Media practitioner. Owner of independent digital communication
consultancy after 7 years of experience of working in digital, PR and fullservice agencies (MSL, Euro
RSCG).
Working with Peugeot Poland Marketing team on their Social Media/Digital activities.
Paweł Stempniak | Stempniak.com | questions? stempniak.pawel@gmail.com