Seeding concept: the parcel as the occasion
Not shipping by follower count, but a parcel that supplies a reason to film.
Labelled as “Spec work”. This piece shows how ViralBP thinks and works. It is not a client reference and contains no result figures.
"Don't open this alone."
Situation
Seeding campaigns usually fail on selection and a missing occasion. Parcels go to large profiles that receive everything — and show nothing.
Idea & strategy
Two changes: select by purchase likelihood rather than reach, and build a parcel that requires an action. Someone who finds a task in the box films more often than someone who finds a product.
Casting logic
Criteria are topical proximity, everyday format and comment quality. Reach is a constraint, not a goal.
Production
Packaging as part of the concept: order of opening, one card with one task, no obligation to post.
Amplification
Whoever posts receives a follow-up offer: paid collaboration, whitelisting or an ambassador conversation.
Measurement & learnings
Assessed on post rate per batch, share of usable assets and conversions via personalised links. Spec work — no client figures.
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