In this video, Professor Pablo Foncillas explains how on Black Friday many of us go crazy buying products of dubious necessity, while "others are just looking for a viral campaign that will make their summer or, rather, their winter." Specifically, companies that want to decipher the formula for virality. "And that's just what Worten has achieved with his latest ad," he says.
He has done it on a platform that is fashionable, TikTok. "Creativity is the master key in this game, and the brand has shown not only to understand it, but to play it like a champion," says the researcher.
An infallible recipe? "Trying to replicate it is like trying to learn to fly by watching a bird," because "creativity remains the key to reaching the holy grail without forgetting the luck factor or, as we call it today, the algorithm factor." What do companies really have to achieve? The answer, in the video.
