Much like scurvy, viral marketing has the ability to spread like a virus amongst both pirates and internet users alike. According to Kaplan and Haenlein, Viral marketing is a strategy using existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks. Much like a virus makes it way from person to person.
The basis of viral marketing is around creating a “buzz” and spreading information through “word-of-mouth”, however modern technology, namely social media has allowed for viral content to be spread at a much faster rate. Viral marketing aims to supply the audience with something of value for free. Whether it’s an amusing song, picture, film or hashtag it must encourage others to share the contents message.
Unless you were living under a rock at the beginning of 2016, there is no doubt you heard someone say the phrase “Damn Daniel”. There’s no solid way of predicting what might go viral on the internet and when but in the case of Daniel Lara and his white vans, well they undoubtedly ended up taking over the internet.
The original video posted on February 15th by his friend Joshua Holz, is 30 seconds of a teenage boy during his school day, with a friend providing the voiceover of “Damn, Daniel” over and over again, plus the line,”Back at it again with the white Vans!” The video captures Daniel walking around school, looking rather cool, smiling and sporting his white vans. Josh, unable to control his excitement and love for Daniels white vans continues to compliment him on them every time he passes by.
Both terms have sparked an internet frenzy and have people all over the world using the phrase “Damn Daniel” (especially if your friends name is Daniel) and “back at it again with the white vans”. Even my friends are repeatedly using these phrases in everyday conversations as a compliment or just to be downright annoying! You know it’s a true viral hit when people start quoting it in everyday life.
Josh and Daniel have since made a website, appeared on Ellen, received a “lifetime supply of vans”, attended signings and done all the other things internet sensations do soon after they achieve global success. The original video has had over 350,000 thousand retweets and over 45 million views on platforms such as Facebook and YouTube. Who would’ve predicted that this would be a viral success? While I can’t seem to put my thumb on it, that distinctive voice and repetitive one liner has been stuck in my head for months.
After watching the TED Talk by Kevin Allocca, YouTube’s “Trend Manager” I feel that “Damn Daniel” encapsulates all that comes with a successful viral trend in that it has “tastemakers”, having people wanting to broadcast it to a relevant audience and continue to generate its exposure. “Damn Daniel” predominantly made its way across social media, the boys appearance on Ellen, news broadcasters, blogs, websites and via print publications…the list goes on. Secondly, “communities of participation” refers to how easily shareable the sensation is amongst friends and family and whether people can participate and adopt in the phenomenon by incorporating it into their lives. As seen below, people have tried recreating that unique sound, selling white vans for an exorbitant amount or creating a “Damn Daniel” look. And lastly, “unexpectedness”, the hit needs to be unique, different and revolutionary in a sense. No one would of understood how a friend commenting on his friends shoes and style would be a viral hit? Would they?
Take that, Yeezy! Although they may not be the most desirable shoe in the world, the meme has had a profound affect on turning simple white vans into somewhat of a fashion icon. Did vans ever go out of fashion? Well Daniel has certainly made them the new “it-shoe” and I reckon cemented himself a role as the new ambassador of vans.
The impact on Vans? “Damn Daniel” has turned out to be the best thing that could have happened to the Vans brand, and completely unprovoked by them.
Twice in the clip, Daniel’s friend Josh says: “Damn, Daniel, back at it again with the white Vans”. As a result, white Vans are everywhere. On Twitter, Facebook, eBay, even on The Ellen Show. The volume of content about white Vans generated by the clip can be classified as word of mouth marketing (WOM), despite the fact that the clip was not created by Vans. The organic buzz about white Vans means that people are talking about the brand—online and offline.
On the surface, viral clips and pictures seem to be meaningless content that is just being shared around the Internet. Upon further inspection, the subject of this content matters. The brands, products and companies mentioned benefit enormously from the exposure and from being talked about extensively both online and offline. The power of this exposure must not be underestimated by brands and they should make every effort to capitalize on serendipitous and unintended buzz.
Here’s president and COO Steven Rendle:
Of course, how could we not mention Daniel, as in ‘Damn Daniel’, which, as you can imagine, did have a strong impact on the sales of White Vans, which saw 100% sell-through in both retail direct-to-consumer and wholesale channels.
The national media attention the brand received is a wild demonstration of how creative expression, youth culture and loyalty can conspire to cause a phenomenon. Well done, Daniel, well done.
Check out how the internet has made “Damn Daniel” its own:
Why do you believe “Damn Daniel” was such a viral sensation? Do you have any viral sensations that have particularly resonated with you?
Until next time,
Benjamin Deville
A Digital Ocean 
