From Obscurity to Everywhere: Shalom Lamm’s Playbook for Buzz-Worthy Brand Campaigns

In an age where one TikTok video can skyrocket a brand to overnight fame, entrepreneurs are constantly asking the same question: “How do I go viral?”

But according to entrepreneur and marketing strategist Shalom Lamm, that’s the wrong question.

“Virality isn’t magic—it’s a formula,” says Lamm. “The real question is: what makes people care enough to share?”

Whether it’s a clever ad, a daring stunt, or a hashtag challenge that takes over the internet, viral brand campaigns share common DNA. Behind the likes, shares, and headlines are a set of strategic ingredients that can be reverse-engineered.

In this post, we’ll break down Shalom Lamm’s framework for creating buzz-worthy brand campaigns—designed to not only go viral but to actually grow your business in the process.

What Does It Mean to “Go Viral”?

In marketing terms, a campaign is considered viral when it spreads rapidly through organic sharing—reaching a large audience without the need for massive paid media.

But virality alone isn’t success.

“What good is a viral video if it doesn’t convert into leads, sales, or long-term brand equity?” Lamm asks. “A buzz-worthy campaign doesn’t just go wide—it goes deep.”

That’s why Lamm focuses on crafting campaigns that are emotionally engaging, strategically aligned, and impossible to ignore.

Shalom Lamm’s 6 Ingredients of a Viral Brand Campaign

1. Emotional Hook – Make Them Feel Something Fast

If you want someone to click, comment, or share, your campaign needs to trigger an emotional reaction—and quickly.

• Laughter
  
• Shock
  
• Inspiration
  
• Nostalgia
  
• Outrage
  
• Awe
  

These are the emotional currencies of the internet.

“People don’t share facts. They share feelings,” says Lamm. “And the first 5 seconds are make-or-break.”

Example: Think about Dove’s “Real Beauty Sketches” campaign—it went viral because it triggered both empathy and surprise. It didn’t just promote soap; it sparked a conversation about self-image.

Shalom’s Tip: Choose one core emotion and build everything around it—copy, visuals, pacing, music, and CTA.

2. Clarity with a Twist – Familiar, but Unexpected

The best viral campaigns feel familiar enough to understand instantly—but unique enough to surprise.

“People scroll fast. If they can’t ‘get’ your message in 3 seconds, they’re gone. But if you can give them something they didn’t expect? They’ll stop, smile, and share,” says Lamm.

This is where creative storytelling meets strategic clarity.

Formula:
Clear Message + Unexpected Delivery = Share-Worthy

Example: The ALS Ice Bucket Challenge. A simple idea (raising awareness) delivered in a weird, creative, physical way that caught fire.

3. Identity Resonance – Make Your Audience See Themselves

Want people to spread your campaign like wildfire? Make it about them, not you.

According to Shalom Lamm, the most viral content acts like a mirror—reflecting the audience’s values, humor, struggles, or aspirations.

“People share things that say something about who they are—or who they want to be,” Lamm explains.

Ask:

• What cultural moment can you tap into?
  
• What inside joke or truth does your audience relate to?
  
• What’s something they secretly think but rarely say?
  

Example: Spotify Wrapped goes viral every year because it turns user behavior into a personal badge of identity.

4. Social Triggers – Build It to Be Shared

Shalom Lamm emphasizes that viral success is engineered, not accidental. That means designing your content with shareability baked in.

Key triggers:

• Short-form videos (especially under 60 seconds)
  
• Looping or replayable content
  
• “Tag a friend who…” prompts
  
• Memes and remixable formats
  
• Hashtags that invite participation
  

Lamm’s Rule of Thumb:
“Ask yourself: would someone look cool or clever by sharing this? If not, go back to the drawing board.”

5. Timing + Trend Awareness

The internet has a short attention span, but it also has daily opportunities to insert your brand into the cultural conversation.

Whether it’s:

• A trending meme format
  
• A viral sound clip
  
• A breaking news story
  
• A national holiday or cultural event
  

…riding a wave at the right time can amplify your reach dramatically.

“Speed matters,” Lamm says. “Sometimes going viral isn’t about creating something new—it’s about responding faster than anyone else.”

Example: Brands like Wendy’s and Netflix have mastered this by turning real-time events into on-brand, shareable content.

6. Call-to-Action That Converts

Virality is fun. Revenue is better.

Every buzz-worthy campaign needs a strategic CTA—whether it’s joining a waitlist, buying a product, downloading a freebie, or simply following the brand.

The trick? Make the CTA feel like a natural next step, not a sales pitch.

Shalom Lamm advises entrepreneurs to ask:

• “What action do I want them to take after they’ve engaged?”
  
• “How do I make that action feel seamless, rewarding, or even fun?”
  

Example: A viral quiz that ends with a custom product recommendation and a discount code. Now you’re turning buzz into business.

The Hidden Ingredient: Brand Alignment

Shalom Lamm warns against chasing virality for its own sake.

“Not all attention is good attention,” he says. “If your campaign gets a million views but doesn’t align with your brand, you’ve just attracted the wrong crowd—and probably confused your core audience.”

The best viral campaigns are:

• On-brand (they reflect your values and voice)
  
• On-message (they support a clear business objective)
  
• On-target (they attract your ideal audience)
  

Real-World Example: When Shalom Helped a Startup Go Viral

Shalom Lamm once consulted with a plant-based food startup that had been struggling to gain traction online. Instead of launching another promo post, he helped them build a campaign around a bold, shareable challenge: “Try our burger vs. your favorite fast food—blindfolded.”

They filmed reactions, used trending sounds, and invited users to post their own taste tests.

Results:

• Over 1.2M organic video views
  
• 18,000 new followers in a week
  
• 3x increase in online orders
  
• Featured in local and national media
  

All from one well-executed, psychology-driven campaign.

Final Thoughts: Don’t Just Get Seen—Get Shared

Going viral isn’t luck. It’s a blend of emotional storytelling, sharp strategy, and cultural timing—crafted to resonate, inspire, and ignite action.

As Shalom Lamm puts it:

“The internet rewards courage, clarity, and creativity. If you want people to talk about your brand, give them something worth talking about.”

So next time you’re brainstorming a campaign, don’t ask, “How do we go viral?” Ask:

• What will make them care?
  
• What will make them feel?
  
• What will make them share?
  

Master those, and you won’t just go viral—you’ll build a brand that sticks.