ARK MEDIA
Context
- A trend around ski content offered an opportunity to capture rapid attention.
- The real challenge was to prevent that virality from evaporating and instead direct it towards a brand goal.
Problem / opportunity
- Many creators stop at the viral moment. The difference lies in what you do after the peak.
- By extending a visual line and call to action, the attention could be redirected towards a brand conversation with Red Bull.
Strategy
- The first video used an existing social trend to open up maximum reach.
- Follow-up videos in exactly the same outfit and goggles built a recognisable storyline.
- The audience was actively mobilised to tag Red Bull and push the narrative further.
Execution
- The viral first video reached millions of views within two to three days.
- Follow-up content was used to deepen the story and extend the attention.
- The format stayed recognisable so people immediately identified the series in their feed.
Psychology and hooks
- Virality attracts attention, but recognisable follow-up formats build memory and brand association.
- A clear call to action gives the audience a role in the story and increases engagement.
- When a major brand responds, it acts as powerful external validation.
Results
- Approximately 5M views in the first two to three days on the initial video.
- Currently around 8M views on that initial content line.
- Two follow-up videos together totalling approximately 400K to 500K views.
- Red Bull reached out and even turned the concept into a cartoon.
Next step
Ready to turn attention into a growth channel?
Book a strategy call and discover which formula ARK MEDIA can build for your brand.