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What does going viral mean in a world of social media campaign oversaturation and fleeting attention spans?
Soyoung Kang, CMO of Gen Z-focused beauty brand Eos Products, and Ashley Atwell, avp of social content at the National Basketball Association, joined Adweek at Social Media Week to reflect on their best viral social media marketing examples and dissect what made them successful.
Breaking through a sea of noise
In an era where countless campaigns compete for attention, Kang and Atwell emphasized the importance of having a strong, concrete message that resonates with the target audience—something that’s becoming increasingly challenging to do.
“You have to work super hard to cut through,” Kang said.
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