How Jack Layton's mustache became an Internet meme
A key goal in many social media campaigns is to create an idea or concept, image or video that can go viral. As a way to increase brand awareness, PR pros have taken to using Internet memes as a cost-effective method of creating interest.
Last week, regardless of political standing, Canadians across the country mourned the loss of Jack Layton. After the announcement that the former NPD party leader had passed away, Jack Layton’s final letter to Canadians quickly went viral. People across the country tweeted quotes from the letter, shared links to it on Facebook, and replaced their profile pictures with one that included his inspiring words to show their support.
George Stroumboulopoulos encouraged people to “rock a trustache for Jack Layton” by adding a white mustache to their profile pictures. As a result, a new trending hashtag was created: #trustache. Jack Layton, the trustache and his letter turned into an Internet meme within a few short days.
Internet memes can hugely impact the public’s perception of a person, brand or company. While some memes like LOLCats have occurred inexplicably (look at it and I promise you’ll see why), there are a number of key factors involved in their makings. They are:
Simple and easy to understand
New concepts can be difficult to introduce to a broad audience. Delivering something that is clear and easy to understand increases the chance that people will be more willing to share the idea. That’s why pictures, video and hashtags that are usually under ten characters spread like wildfire online.
Time and relevance
People are interested in sharing what is new, current and relevant. Jack’s #trustache spread online because it shared updates on a current topic that was important to Canadians.
Ease of sharing
Fact of life: People are lazy. Providing hashtags and easy access to links help to spread an idea. With tools like Twibbon.com, which create an image overlay for a profile picture, the trustache allowed Internet users to participate and use it with the click of the mouse.
