Viral marketing can feel like a luck-of-the-draw strategy, but it takes more than fate to make an impact. In today’s digital-first world, going viral is a game-changer for eCommerce brands looking to boost awareness, drive engagement, and increase conversions. But we all know that virality isn’t just about luck—it’s about strategy, innovative content, and leveraging the right channels to spread your brand.
In this blog, we’ll break down some of the most effective viral marketing techniques for eCommerce, featuring UK success stories, actionable tips, and ideas to help you create campaigns that get people talking (and sharing).
Let’s go viral 🎉
Nothing sells your brand better than real customers advocating for it. Encouraging user-generated content builds trust and fuels organic social sharing.
Gymshark, a UK-based fitness apparel brand, runs an annual #Gymshark66 challenge, where users commit to a 66-day fitness journey. By encouraging users to document their progress on social media, Gymshark generates massive engagement while reinforcing its community-driven brand identity.
Create a branded hashtag and encourage customers to share their experiences.
Run contests or giveaways that incentivise participation.
Feature the best UGC on your website, emails, and social media.
Interactive content increases engagement and encourages sharing, extending your reach beyond your initial audience.
ASOS, one of the UK’s largest online fashion retailers, introduced Style Match, an AI-powered tool that lets users upload images and get product recommendations. This interactive tool makes shopping more engaging and personalised, encouraging customers to share their discoveries.
Develop interactive quizzes (e.g., “Which Product Suits You Best?”)
Create AR/VR try-on experiences to boost engagement.
Launch a fun TikTok/Instagram challenge with branded filters or stickers.
Influencers help brands tap into existing audiences and amplify their message faster than traditional ads.
Fast fashion retailer PrettyLittleThing frequently collaborates with UK influencers like Molly-Mae Hague. By featuring exclusive influencer-led collections and discount codes, the brand transforms social engagement into sales.
Partner with micro-influencers (10k–50k followers) for authenticity.
Provide unique promo codes to track influencer-driven conversions.
Leverage live shopping events hosted by influencers.
4. Create Buzz with Limited-Time Offers & Exclusivity
Scarcity and urgency drive action, making limited-time offers an effective viral marketing tool.
JD Sports creates hype around exclusive sneaker drops by offering early access to subscribers and running countdown timers. These campaigns encourage customers to share the excitement, boosting demand and visibility.
Use countdown timers in emails and landing pages.
Offer VIP early access for your most loyal customers.
Announce product launches on social media with teaser content.
Referral programs incentivise customers to share your brand, creating a self-perpetuating viral loop.
Beauty Pie, a UK-based beauty buyers' club, uses a referral program to drive viral growth. Members earn exclusive rewards for referring friends who sign up for a subscription, creating a community-driven word-of-mouth effect that fuels organic customer acquisition.
Offer exclusive perks (e.g., free products or credits) for both referrer and referee.
Highlight limited-time referral bonuses to create urgency.
Make sharing easy with pre-written social posts & one-click links.
Short-form video content dominates social media, and TikTok is at the heart of viral eCommerce marketing.
M&S used TikTok to revitalise its Percy Pig brand by creating fun, engaging videos featuring their iconic sweets. The campaign racked up millions of views, proving that even heritage brands can go viral.
Leverage trending TikTok sounds & challenges.
Showcase behind-the-scenes clips or product transformations.
Encourage user-generated duets & reactions.
Viral marketing isn’t just about crossing your fingers and hoping for the best—it’s about understanding what makes people click, share, and talk. Whether it’s UGC, influencer collaborations, or TikTok trends, eCommerce brands must stay adaptable and creative.
Not every campaign will go viral, but with the right strategy and experimentation, you can significantly boost your chances of making an impact.
Ready to supercharge your eCommerce marketing?
Uniqodo’s promotion experience platform helps brands create seamless, engaging, and viral-ready promotions.
https://uk.gymshark.com/pages/gymshark-66
https://www.asos.com/au/customer-care/product-stock/how-does-your-style-match-feature-work/
https://www.prettylittlething.com/
https://www.instagram.com/mollymae/?hl=en
https://www.jdsports.com/store/sneaker-release-dates
https://www.beautypie.com/bp/join/refer-a-friend
https://www.marksandspencer.com/