I’m an atheist. I don’t believe in marketing miracles either. Some people say you can’t predict success and that viral campaigns are just a matter of luck. That’s simply not true. Success and virality are quantifiable. You put a piece of content in front of an initial audience of a reasonable size, trigger a cocktail of emotional responses that create an urge to share and voilà! How come big brands like Old Spice or Dove pull off great video campaigns every single time they launch one? One viral video after another. If it was sheer luck, it would be against…

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