ABSTRACT
This chapter discusses that internet memes are a powerful tactic to be used in strategic messaging despite appearing upon first glance as silly and dismissible. In 1997, the Los Angeles Magazine published an article in its March issue called Grand Illusions, which featured a series of digitally altered photographs of celebrities for the purpose of showing the latest fashion choices of the season. The success of a viral campaign is defined as producing an effect on social relations resulting in a change to cultural vocabulary, such as a catchphrase, gesture. This is distinct from viral media, which though of course thematically related, can achieve viral status without the design required by a promotional campaign. In March 2017, luxury fashion brand Gucci introduced the #TFWGucci campaign, or “that feeling when Gucci”, ostensibly to innovate outreach to consumers by incorporating internet memes in their attempt to promote their products.
