March 12, 2012
For more information, contact:
Cheryl Jackson-Leafield, Marketing Manager UK & Ireland
+44 (0)161 786 0304

When Marketing Goes Viral: new Blue Paper available from 4imprint

(Manchester, UK) – ‘When Marketing Goes Viral’ is the latest Blue Paper from promotional items distributor 4imprint. The paper presents research on how to develop a viral marketing strategy, integrating this with an overall marketing plan and how to keep the momentum going once the campaign is underway.

As well as looking in-depth at a case study and identifying its initial goals and strategy, the Blue Paper explains why Viral Marketing works and highlights three hugely successful campaigns that many may not have even realised were viral campaigns. The paper suggests when a viral strategy might be considered and explains how to develop a strategy in conjunction with more traditional marketing activity.

According to Cheryl Jackson-Leafield, Marketing Manager for 4imprint in the UK and Ireland, “In a crowded marketplace with so many messages vying for attention it can be difficult for marketers to get their message heard. The brilliant thing about Viral Marketing, which is really a modern way of saying ‘word of mouth’, is that other people pass on your message and become brand champions. And as the internet is so fast and social media so popular, the word can spread incredibly quickly.”

The paper concludes by looking at the viral strategy adopted by Old Spice whose campaign was such fun that it inspired people to not only share it but make their own imitation versions of the campaign.

To read this paper, visit

About Blue Papers

Blue Papers are in-depth, ‘how-to’ articles covering a variety of topics to help organisations to succeed. They are available to download free at

About 4imprint

4imprint Direct Limited is part of 4imprint Group plc that serves more than 100,000 businesses with its innovative promotional items and corporate gifts throughout the UK, Ireland, USA and Canada. Its promotional product offerings include personalised gifts, promotional pens, Post-it Notes, printed mugs, keyrings, printed cotton bags, mousemats, drawstring bags, drink bottles, printed USB Flashdrives, diaries & calendars, printed T-Shirts and much more. 4imprint’s ‘no quibble’ guarantees include the promise that if the personalised goods are not despatched on time they’ll be free! For additional information, visit