From cronuts to fidget spinners, the rise and fall of viral products are clouded in mystique. Largely outside of a company’s control, viral products gain momentum thanks to myriad external factors, as they spread throughout social networks and attract consumer attention. Still, their success is inherently ephemeral, and viral products are subject to decline in popularity and relevance just as quickly as they ascended.

This report outlines how consumer brands can navigate the precarity of viral products to fuel their business and brand beyond the short term. It examines the trajectories of past viral products and campaigns, as well as how companies have fared after the products’ inevitable peak. Though brands cannot manufacture virality, they can incorporate lessons from past success stories, priming products with viral potential.

Read the playbook