#postitwar

For most brands, viral earned media is more valuable than any other kind because it provides the most consumer engagement at the lowest price. And yet, it's the hardest to create–the best viral successes have an element you just can't plan for: luck. That being said there are steps brands can take to lay the groundwork for success. By rooting a brand's strategy in real consumer insights and investing in that strategy, a brand can stand poised to capitalize on that viral activity if and when it happens.