Viral Campaigns. GIFs and Business Strategy That’s Never Ever Gonna Die

As the year draws to a close, one word comes to mind for almost everyone: reflection.

I’m in that reflective mood myself, and there’s one thing I especially want to look back on: the B2B marketing campaigns that really crushed it this year.?

So, for edition #27 of Vik’s MIX (Marketing Insights Exchange), I’m diving into some of the top viral marketing campaigns of the year.

After that, I’ll share one of my favorite go-to marketing tools.?

And before we wrap up this edition, I’ll touch on a classic strategy that worked in 2010, is still working wonders in 2024, and will probably keep working for the next 100 years.

Because here’s the truth: no matter what trends or viral hacks you try, if your business isn’t built on a solid strategy, you’re only going to get surface-level, short-term results.

So, let’s dive in!

• Viral B2B Marketing Campaigns?
• How are GIFs Shaking Things Up
• Jay Abraham's Strategy of Preeminence

Viral B2B Marketing Campaigns?

Let’s be real: when you think “viral,” B2B marketing isn’t usually what pops to mind. But a few B2B companies flipped the script in a big way.?

This year, companies tossed out the corporate playbook and brought the heat with campaigns full of wit, charm, and straight-up guts.?

They didn’t just talk about their services; they had us laughing, paying attention, and, yep, even thinking a little deeper.?

Let’s dive into some of the best B2B campaigns that worked amazingly.

1. Upwork’s “Hey World” Campaign Upwork went big by calling out high-profile individuals such as George R. R. Martin and household names like Amazon, with some cheeky billboards and social posts.?

They weren’t shy about it either, offering to “fix” these icons' quirky challenges—from organizing tweets to side-project management. It was clever, a little daring, and got Fortune 500 companies tuning in. Upwork proved that a good laugh can work wonders—even in B2B.

2. IBM’s “Every Second Counts” Picture this: you’re stuck in the middle of a cyber-attack. IBM’s interactive video put viewers right there, underscoring the need for a serious cyber recovery plan.?

But IBM didn’t stop at videos; they went live, hosting events where attendees could get their hands dirty with cyber-crisis drills. Bold and immersive, this campaign left no doubt about the need for resilience in the digital world.

3. Slack’s Office-Style Mockumentary Slack took inspiration from sitcoms like The Office and turned real customer stories into a mockumentary that nailed office humor and quirks.?

Workflow chaos, team wins, the daily grind—it was all there, wrapped in relatable, laugh-out-loud moments. Slack’s campaign hit home and had its audience nodding along, with plenty of chuckles in between.

4. Travelport’s Seven Wonders Series Travelport fed the wanderlust beast by virtually taking us to the Seven Wonders of the World—in just seven days.?

This campaign became a media darling, racking up 600+ articles and thousands of views on TikTok and Instagram. Travelport pulled off the ultimate global tour without us even needing to pack a bag. Not bad for brand love.

5. HubSpot’s #GoodBossEnergy Ever heard of #GoodBossEnergy? HubSpot got employees to share funny and heartfelt stories about great leadership on TikTok. The hashtag brought in a flood of relatable (and sometimes hilarious) posts, making the concept of cool bosses a little cooler. It was authentic, it was fun, and it made HubSpot the go-to for workplace vibes.

6. Adobe’s “Click, Baby, Click!” Adobe cranked up the humor with “Click, Baby, Click!”—a tongue-in-cheek take on the high-pressure world of data demands.?

By poking fun at those over-the-top analytics requests, Adobe brought the laughs and showed they understand the grind that marketers face. Who knew analytics could be this much fun?

7. QuickBooks’ Danny DeVito GIFs QuickBooks had a surprise hit with their Danny DeVito GIF campaign. They got DeVito to break down how their software saves time, all in bite-sized GIFs.?

These GIFs exploded on Giphy, racking up over 500 million views! With just the right mix of humor and charm, QuickBooks made accounting software… fun. Who’d have thought?

This year showed us that B2B marketing doesn’t have to be stiff or boring. These brands smashed the stereotypes, brought a bit of personality to the table, and got us talking.?

From wit to adventure, they connected on a level that felt real and entertaining. Here’s to hoping 2025 keeps the fun, the laughs, and maybe even a few more surprises in store.

How are GIFs Shaking Things Up

B2B marketing doesn’t have to be all stiff suits and business buzzwords. GIFs are here to shake things up, bringing in some serious sass, spark, and yes—real results.?

These little moving images are changing the game, turning emails and social posts click-worthy.?

Here’s why B2B marketers can’t get enough of GIFs.

1. More Clicks, Less Boring

Let’s face it: inboxes are cluttered, and social feeds are overflowing. Enter GIFs, a quick burst of movement that grabs attention faster than you can say “open rate.” Adding a GIF to an email can boost clicks by up to 26%. Take Dell—they sprinkled GIFs into a campaign and saw a 42% jump in clicks and a 109% surge in revenue. Turns out, a little movement can mean a lot of moolah.

2. Made for Mobiles & Movers

People are scrolling on their phones all day, so if your content isn’t mobile-friendly, it’s already losing. GIFs are quick-loading, easy on data, and perfect for on-the-go eyes. They slide seamlessly into social feeds, grab attention, and don’t hog the screen. Basically, they’re made for today’s short-attention-span world and help brands stay on top without being in-your-face.

3. Personality? Check.

GIFs are like a virtual fist bump. They let brands ditch the dry and show some personality. A witty, well-placed GIF makes a company feel relatable—like it’s run by actual humans, not corporate robots. A little humor, a bit of fun, and you’ve got a brand people want to work with. It’s the difference between feeling like another business pitch and a brand that “gets it.”

4. Big Ideas, Small Package

GIFs are storytelling pros. Want to show off a new feature or react to an industry quirk? GIFs do it fast, in just a few frames. No long paragraphs, no eye rolls—just a quick, effective point. They’re bite-sized storytelling for a fast-moving world, and they pack a punch in seconds.

GIFs aren’t just a fun extra; they’re B2B magic. They help brands cut through the noise, show some swagger, and connect on a real level.?

In a fast-scroll world, a GIF makes people stop, click, and remember your name. For B2B marketers, that’s pure gold.

Jay Abraham's Strategy of Preeminence

Ever heard of Jay Abraham? No matter if you are B2B or B2C, if you are in the business of making profits, you must study Jay’s work.

He is one of the greatest marketing minds of this generation.

Source: Abraham.com

Jay Abraham’s got marketing down to a science, but his standout gem? The "Strategy of Preeminence." This approach isn’t about flashy gimmicks or racing to the bottom with prices. It’s about standing tall as the trusted expert in your market.?

Jay’s strategy is all about earning your place as the go-to business—the one people feel confident choosing every time. Let’s dig into how it works.

Put Customers First, Always At its core, the Strategy of Preeminence is all about your customers. Jay says if you’re not prioritizing their needs and dreams, you’re missing the mark.?

Think about it: everyone’s got a million things they want to solve or improve. When a business comes along that truly “gets” them? They’re sold.?

Take Zappos, for example—their customer service is so famously friendly that people will pay a premium just to deal with them. Jay Abraham’s point here? Show customers they’re your top priority, and they’ll keep coming back.

Create Real Value, Not Just Sales It’s not enough to sell a product or service. Jay encourages businesses to give their customers real value and build relationships that last.?

This could look like a hair salon offering free haircare tips online or a pet supply store sharing training guides on social media. The key is to stay useful to your customers and give them reasons to stay engaged with your brand beyond purchases.

Stand Out, Loud and Clear In today’s crowded market, if you don’t stand out, you’re invisible. Jay suggests businesses look for their unique angle—their “special sauce.”?

Take Apple, for instance. They’ve carved out a space by focusing on sleek, easy-to-use tech. Their style is a vibe that makes them impossible to confuse with any other brand.

Use What You've Got Jay also says to look at what you already have and use it to your advantage. Have a great email list? Start a referral program. Great supplier relationships? Get exclusive deals.?

Abraham believes that by rethinking your current assets, you can open doors to new opportunities without much-added cost.

Ditch the Single Income Stream One income stream might be enough to get by, but having a few will keep your business steady.?

Jay’s advice? Look for ways to expand, like a coffee shop adding online orders or a service provider offering group coaching. Diversifying helps keep the business afloat when one stream slows down.

In short, Jay Abraham’s Strategy of Preeminence is about being top dog in your market by knowing your customers, showing up with real value, and always thinking ahead.?

Follow his lead, and you’ll stand out in any crowd.

Well, that’s the wrap for edition #27 of the Viks M.I.X (Marketing. Insights. Exchange) newsletter.

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If we haven’t met, my name is Vikramsinh Ghatge.

I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.

I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.

Need help with your marketing or branding? Reach out to me for advice, partnerships, interviews or podcasts.

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