Fallgropar och framgångsfaktorer vid användandet av viral marknadsföring
en fallstudie av två svenska företags virala annonskampanjer
The purpose of this thesis is to shine some light on how B2C companies in Sweden carry out a viral marketing campaign. Through case studies of two comparably sized companies, Arla and If Skadeförsäkringar, this was examined. This study shows that viral marketing is still a new subject for both marketers and researchers. It is hard to find conclusive methods for how to carry out such a marketing campaign successfully leaving companies feeling that they first have to go through a trial and error process. This is evident in this case study, where viral marketing is degraded to a tool for generating awareness rather than producing actual results as part of a holistic marketing plan and where those results are too uncertain to rely on. The future for viral marketing, on the other hand, is still looking bright if these issues are worked out.