It’s a catchy tune. But I’m not singing it because the campaign was a cultural phenomenon. It’s because I genuinely like the song. Olowogbogboro Anthem, the song Nathaniel Bassey published off the success of his month-long Hallelujah Challenge is exactly that – an anthem. The sort that rabid fans chant lustily while their fists pump the air; feet stamping, eyes shut and heads waving like reeds shooting the breeze by the Nile. A lot of grounds have been covered on why the #HallelujahChallenge (with its companion hashtag #Olowogbogboro) was a big success, but little has been said as to the specific alchemy that marked the campaign for success. Were an agency to attempt replicating this, what elements should they combine? For a digital marketer, that’s the question that needs answering. How do you create virality? While we create lots of brilliant campaigns here, anyone who says they can predictably and consistently create viral campaigns lies. There is a robust body of research showing that certain principles reliably drive people to discuss and share things (read; build virality) and I will couch those elements evident in the Ologbogboro campaign in five of those ideas.