50 Viral Brand Campaigns Every CXO Should Study
- Jan 25
- 16 min read
1. Dove — Real Beauty Sketches
Views: 114M+
This campaign went viral because it surfaced a private psychological conflict and made it socially shareable without forcing public vulnerability. At its core, the campaign wasn’t about beauty standards — it was about epistemic mistrust of the self. Dove revealed that most people’s internal self-image is not just harsh, but systematically inaccurate.
The brilliance lay in structuring the film like a neutral experiment. By introducing an FBI-trained forensic artist, Dove borrowed scientific legitimacy. Viewers didn’t feel marketed to; they felt like witnesses to truth. The emotional climax — the comparison of sketches — triggered cognitive dissonance, not shame. Women weren’t told they were wrong; they discovered it themselves.
Virality emerged because sharing the video allowed people to externalize an internal realization: “I might not see myself clearly.” That’s a rare, intimate admission — but the campaign let people make it indirectly, through a link.
Archetype: Caregiver — Dove positioned itself as a compassionate guide, not a judge.
Brand Vibe: Deep + Connection — slow pacing, silence, emotional safety.
Why it spread: It let people process self-doubt collectively without self-exposure.
2. Always — #LikeAGirl
Views: 90M+
This campaign went viral because it didn’t inspire — it reprogrammed language. “Like a girl” was revealed as a cultural virus: a phrase that quietly implants limitation. Always exposed the moment confidence collapses — puberty — and showed how social cues, not biology, create self-doubt.
The genius was temporal contrast. Younger girls performed actions with confidence; older participants performed them with irony or embarrassment. That contrast created moral clarity without accusation. Viewers weren’t blamed — they were implicated.
People shared this campaign to correct culture, not to praise a brand. Posting it functioned as a social signal: “I won’t use this phrase anymore.”
Archetype: Hero — defending future potential.
Brand Vibe: Sunshine + Intelligent — optimistic, but razor-sharp.
Why it spread: It gave people a corrective tool they could use in daily life.
3. Metro Trains — Dumb Ways to Die
Views: 180M+
This campaign succeeded by dismantling fear-based communication. Instead of dramatizing death, it trivialized it — everywhere except trains. The absurd deaths lowered emotional defenses, making the real warning unavoidable.
The song acted as a cognitive Trojan horse. Catchy melodies bypass rational filtering and embed memory. Humor created repetition without fatigue. People didn’t feel lectured — they felt entertained.
Virality came from paradox: death as cute. That contradiction begged to be shared.
Archetype: Jester — using humor to bypass avoidance.
Brand Vibe: Fun + Sparkly — visual innocence masking seriousness.
Why it spread: It made safety memorable without fear.
4. Google — Parisian Love
Views: 28M+
This campaign turned product usage into narrative grammar. The story unfolded entirely through search queries, allowing viewers to reconstruct a life without exposition.
Google didn’t position itself as hero or helper — it was a silent witness. That restraint built trust. The audience filled emotional gaps themselves, which increased engagement.
People shared it because it felt intimate yet universal — a reminder that mundane tools quietly document our lives.
Archetype: Sage — curator of human knowledge.
Brand Vibe: Intelligent + Deep — minimalism signaling confidence.
Why it spread: It let people see themselves in product behavior.
5. Heineken — Worlds Apart
Views: 33M+
This campaign engineered reconciliation by reversing sequence. Instead of debating first, participants collaborated first. Bonding preceded ideology.
The reveal — opposing beliefs — didn’t break connection; it tested it. Sharing the video allowed viewers to signal openness without declaring a stance.
Archetype: Everyman — social equalizer.
Brand Vibe: Connection + Global — neutral, credible.
Why it spread: It modeled dialogue in a polarized world.
6. P&G — Thank You, Mom
Views: 37M+
P&G reframed achievement as cumulative care. Olympic glory became a byproduct of invisible labor.
The emotional power came from recognition, not surprise. Mothers saw themselves; children saw debt.
Archetype: Caregiver — elevated to cultural pillar.
Brand Vibe: Cozy + Deep — warmth without excess.
Why it spread: It honored unseen effort.
7. Cadbury — Gorilla Drummer
Views: 24M+
This campaign went viral because it had no agenda. Pure anticipation, pure release. The long buildup amplified payoff.
Joy, not meaning, was the currency.
Archetype: Jester
Brand Vibe: Fun + Sparkly
Why it spread: Delight is inherently shareable.
8. KFC — FCK Bucket
Link: https://www.kfc.com/fck
Views: 12M+
KFC turned failure into integrity. By publicly owning a crisis, it reversed power dynamics. The brand became human.
Archetype: Everyman
Brand Vibe: Intelligent + Fun
Why it spread: Accountability is rare — and magnetic.
9. Coca-Cola — Small World Machines
Views: 16M+
Coca-Cola made unity physical. Touch replaced abstraction. Interaction replaced rhetoric.
Archetype: Innocent
Brand Vibe: Global + Connection
Why it spread: Unity became experiential.
10. Starbucks — What’s Your Name
Views: 14M+
Starbucks turned a cup into an identity ritual. Recognition replaced branding.
Archetype: Caregiver
Brand Vibe: Connection + Deep
Why it spread: Small affirmations scale emotionally.
11. Chipotle — Back to the Start
Views: ~15M+
This campaign went viral because it reframed industrial farming as a moral loss, not a technical problem. Most sustainability campaigns fail because they rely on information density (facts, statistics, guilt). Chipotle did the opposite: it used regret as the emotional engine. The animation walks viewers through a rise-and-fall arc — from pastoral innocence to mechanized excess — mirroring how people already feel about modern consumption but rarely articulate.
The song (“The Scientist”) functioned as a temporal anchor, slowing cognition and forcing reflection. Virality emerged not from shock but from shared mourning. People shared it because it allowed them to say: “Something went wrong, and I wish it hadn’t” — without accusing themselves.
Archetype: Innocent — positioning Chipotle as a return-to-purity guide, not a crusader.
Brand Vibe: Deep — long pacing, muted colors, moral gravity.
Why it spread: It converted ethical anxiety into collective nostalgia. People don’t share solutions — they share realizations.
12. LEGO — Rebuild the World
Views: ~18M+
LEGO’s virality came from legitimizing rule-breaking. The film doesn’t celebrate creativity in the abstract; it celebrates constructive chaos. The characters dismantle “order” to build something more alive. That taps into a suppressed adult tension: the need to play versus the pressure to conform.
This worked because LEGO wasn’t selling toys — it was selling permission. Adults shared it not for their kids, but for themselves. It reframed imagination as problem-solving, not escapism.
Archetype: Creator — but positioned as a cultural architect, not an artist.Brand Vibe: Fun + Sparkly — kinetic motion, visual excess, joyful defiance.Why it spread: It gave adults language to defend play in a productivity-obsessed culture.
13. WWF — Human Chain for Nature
Link: https://www.youtube.com/watch?v=7C0fJQvCz9AViews: ~11M+
Environmental campaigns usually overwhelm. This one simplified. WWF transformed climate responsibility into a physical metaphor: bodies holding bodies. No data. No blame. Just visible interdependence.
Virality happened because the visual collapsed complexity into immediacy. You didn’t need to “understand” climate change — you could feel your place in it. Sharing the campaign became a low-ego signal of responsibility rather than activism.
Archetype: Caregiver — protecting what cannot protect itself.
Brand Vibe: Connection + Global — unity across borders, cultures, bodies.
Why it spread: It replaced fear with belonging. People share what makes responsibility feel human.
14. Nike — You Can’t Stop Us
Views: ~25M+
The split-screen wasn’t a gimmick — it was a visual thesis. The technique collapsed opposition into continuity, communicating inevitability: momentum persists even through rupture. Released during global disruption, the campaign reframed chaos as transition, not failure.
Nike didn’t motivate individuals; it reassured a collective psyche. Sharing the video allowed people to borrow strength without self-narrating resilience.
Archetype: Hero — but collective, not individual.
Brand Vibe: Deep + Intelligent — technical mastery serving emotional reassurance.
Why it spread: It turned uncertainty into forward motion.
15. John Lewis — Christmas 2020
Views: ~20M+
Instead of spectacle, this campaign honored quiet endurance. In a year of exhaustion, John Lewis validated stillness. The ad didn’t inspire hope — it legitimized fatigue.
Virality came from recognition. People shared it to say, “This is how this year felt.”
Archetype: Caregiver — emotional accompaniment, not cheerleading.
Brand Vibe: Cozy + Deep — warmth without sentimentality.
Why it spread: It mirrored collective emotional reality without trying to fix it.
16. Spotify — Wrapped Personal Stories
Views: 40M+ interactions
Wrapped went viral because Spotify converted data into identity artifacts. The brilliance wasn’t personalization — it was public portability. Wrapped made inner taste socially legible.
Sharing became reflexive. Not posting felt like opting out of culture.
Archetype: Sage — curator of self-knowledge.
Brand Vibe: Fun + Intelligent — insight without seriousness.
Why it spread: It turned consumption history into social currency.
17. Barbie — Imagine the Possibilities
Views: ~13M+
Barbie collapsed imagination and reality by showing girls already acting as what they could become. The discomfort viewers felt wasn’t inspiration — it was recognition of societal constraint.
People shared it to affirm belief before erosion.
Archetype: Innocent — uncorrupted ambition.
Brand Vibe: Sunshine — optimism without irony.
Why it spread: It exposed how early possibility is socially edited.
18. Thai Life Insurance — Short Films
Views: ~19M+
Thai Life mastered moral pacing. No urgency. No CTA pressure. Just slow accrual of meaning. That restraint built trust — and trust fuels sharing.
Archetype: Caregiver
Brand Vibe: Deep
Why it spread: Emotional honesty without manipulation.
19. Johnnie Walker — Keep Walking
Views: ~10M+
Progress was reframed as persistence, not success. The campaign resonated globally because it honored effort over
outcome.
Archetype: Explorer
Brand Vibe: Sophistication + Deep
Why it spread: It dignified struggle.
20. REI — Opt Outside
Views: ~12M+
REI’s virality came from behavioral proof. Closing stores on Black Friday wasn’t messaging — it was sacrifice. The act itself became the content.
Archetype: Explorer
Brand Vibe: Connection + Global
Why it spread: Values demonstrated outperform values declared.
21. P&G — Pick Them Back Up
Views: ~14M+
This campaign went viral because it reframed failure as evidence of progress, not inadequacy. Most motivational content focuses on success moments. P&G inverted that by spotlighting the invisible emotional labor surrounding early failure — scraped knees, missed shots, tears on the sidelines.
What made it spread was temporal empathy. Adults watching weren’t identifying with the children — they were identifying with the parents. The film activated anticipatory nostalgia: viewers saw both past memories and future responsibilities simultaneously.
The emotional trigger was not inspiration, but protective resolve. Sharing the campaign became a way to say, “I will show up when it’s hard, not just when it works.”
Archetype: Caregiver — not comforting, but stabilizing during breakdowns.
Brand Vibe: Deep + Connection — slow motion, silence, restrained music.
Why it spread: It validated emotional resilience as learned behavior, not talent.
22. WWF — Earth Hour
Views: ~15M+ (global participation)
Earth Hour went viral because it transformed activism from protest into ritual. Turning off lights for one hour required no ideology, no confrontation, no explanation — just participation.
The brilliance was synchronized simplicity. Millions of people doing the same small action at the same time created perceived mass momentum. That psychological scale effect made individual actions feel meaningful.
Sharing Earth Hour wasn’t about climate debate. It was about belonging to a global moment.
Archetype: Caregiver — collective guardianship.
Brand Vibe: Global + Connection — time-based unity across borders.
Why it spread: People share rituals that let them participate without arguing.
23. Gillette — Barbershop Stories
Views: ~10M+
This campaign worked because it reclaimed masculine intimacy. Barbershops are one of the few culturally acceptable spaces for men to talk openly. Gillette didn’t manufacture vulnerability — it documented it.
Virality emerged from recognition, not revelation. Men didn’t share it because it was bold; they shared it because it was familiar and underrepresented.
The campaign positioned grooming as a gateway to self-expression, not appearance.
Archetype: Everyman — culturally embedded, non-performative.
Brand Vibe: Connection + Deep — conversational, grounded, human.
Why it spread: It legitimized emotional openness without labeling it.
24. Google — Keepers of Memories
Views: ~11M+
This campaign went viral because it addressed existential anxiety around loss. By showing how Google tools help preserve memories, the brand positioned technology as emotional infrastructure rather than productivity software.
The storytelling was slow and reverent, mirroring how memory itself works — fragmented, nonlinear, tender.
People shared it because it reframed technology from distraction to preservation.
Archetype: Sage — archivist of human experience.Brand Vibe: Deep + Intelligent — quiet competence.Why it spread: It aligned technology with mortality, not efficiency.
25. LEGO — Women in STEM
Views: ~12M+
This campaign succeeded because it showed representation without announcement. Girls weren’t told they could be scientists — they already were, through play.
LEGO avoided future-tense empowerment. Everything was present-tense competence. That subtlety prevented backlash and increased credibility.
Sharing it became a way to normalize possibility rather than advocate it.
Archetype: Creator — imagination as capability.
Brand Vibe: Sunshine + Intelligent — optimistic realism.
Why it spread: It removed permission barriers instead of highlighting inequality.
26. Samsung — Growing Up
Views: ~13M+
Samsung used brand rivalry as narrative tension. By showing a lifelong Apple user gradually switching, the campaign dramatized frustration accumulated over years, not features.
Virality came from emotional vindication. Viewers who felt constrained by ecosystems felt seen. The campaign rewarded patience, not impulse.
Archetype: Hero — challenger energy.
Brand Vibe: Intelligent + Deep — technical competence with emotional payoff.
Why it spread: It validated long-term dissatisfaction.
27. Coca-Cola — Happiness Machine
Views: ~22M+
This campaign went viral because it delivered unexpected generosity at human scale. The machine wasn’t magical — it was excessive.
The psychology was surplus joy. When generosity exceeds expectation, it triggers storytelling instinct.
People shared it because it restored faith in spontaneity.
Archetype: Innocent — joy without agenda.
Brand Vibe: Fun + Connection — delight through surprise.
Why it spread: Delight travels faster than persuasion.
28. Nike — Dream Crazy
Views: ~26M+
Nike didn’t aim for consensus — it chose moral polarization. Featuring Colin Kaepernick wasn’t a risk; it was a boundary declaration.
Virality came from conflict energy. Supporters shared it as affirmation; critics amplified it through outrage.
Archetype: Hero — values before approval.
Brand Vibe: Deep + Intelligent — conviction over comfort.
Why it spread: Strong values create stronger circulation.
29. Oreo — Daily Twist
Link: https://www.oreo.com
Views: ~18M+
Oreo hijacked cultural cadence. By creating daily visuals tied to real-time events, the brand embedded itself into the internet’s rhythm.
Virality was cumulative, not explosive. Repetition built anticipation.
Archetype: Jester — playful cultural commentator.
Brand Vibe: Fun + Sparkly — lightweight, timely, clever.
Why it spread: Consistency turned novelty into habit.
30. Thai Life Insurance — Unsung Hero
Views: ~17M+
This campaign went viral because it celebrated invisible goodness. No recognition. No reward. Just quiet moral
accumulation.
Viewers shared it because it restored belief that kindness matters even when unseen.
Archetype: Caregiver — moral reinforcement.
Brand Vibe: Deep — emotional patience.
Why it spread: People share what they wish the world rewarded more.
31. REI — Force of Nature / Force Outside
Views: ~10M+
This campaign went viral because REI reframed outdoor recreation as collective responsibility, not individual escape. Unlike aspirational adventure ads that center personal freedom, Force of Nature emphasized stewardship — the idea that enjoying nature obligates protection.
Virality came from identity elevation. Participants weren’t consumers; they were custodians. REI turned environmental concern into a badge of membership rather than a moral burden.
People shared this campaign because it allowed them to say, “I belong to something that protects what it loves.”
Archetype: Explorer — evolved from seeker to guardian.
Brand Vibe: Connection + Global — shared mission across locations.
Why it spread: It turned environmentalism into belonging, not sacrifice.
32. LEGO — Rebuild the World (Stop Motion Edition)
Views: ~12M+
This iteration doubled down on process over outcome. Stop motion made creation visible — imperfect, incremental, tactile. Viewers didn’t just see imagination; they saw how imagination works.
The campaign went viral because it countered digital perfection with visible effort. In an algorithmically polished world, clunky authenticity felt refreshing.
Sharing the video became a way to reject flawless output culture.
Archetype: Creator — valuing making over mastery.
Brand Vibe: Fun + Sparkly — joyful imperfection.
Why it spread: People share what validates effort over polish.
33. Airbnb — Belong Anywhere
Views: ~14M+
Airbnb didn’t sell travel — it sold psychological safety in unfamiliar places. The campaign reframed strangers as hosts, not risks.
Virality emerged because it addressed a modern anxiety: global mobility paired with social isolation. Airbnb promised emotional continuity across borders.
Sharing the campaign was a way to express openness without naïveté.
Archetype: Everyman — relational equalizer.
Brand Vibe: Connection + Global — humanizing travel.
Why it spread: It reframed foreignness as familiarity.
34. Google — Reunion
Views: ~20M+
This campaign succeeded by positioning technology as a restorative force. The India–Pakistan reunion story tapped into collective grief over historical separation.
Google didn’t solve the conflict — it solved one human consequence of it.
People shared the video because it suggested reconciliation is possible at human scale, even when politics fail.
Archetype: Sage — connector of lost knowledge.
Brand Vibe: Deep + Global — emotional gravitas with cultural sensitivity.
Why it spread: It restored faith in connection beyond borders.
35. IKEA — Lamp
Views: ~11M+
This ad went viral by subverting sentimentality. Viewers mourned an object — then were told not to. The twist exposed how easily emotions attach to things.
IKEA reframed disposability as rational, not cruel.
Sharing the ad was a way to laugh at one’s own misplaced nostalgia.
Archetype: Everyman — practical realism.
Brand Vibe: Intelligent + Fun — emotional deflation through humor.
Why it spread: It disrupted emotional expectation with clarity.
36. Pedigree — Buy One, Feed One
Link: https://www.pedigree.com
Views: ~10M+
This campaign went viral because it converted consumption into compassion. The transaction itself became moral action.
Pedigree reduced ethical friction — helping didn’t require extra effort.
People shared participation, not persuasion.
Archetype: Caregiver — proxy protection.
Brand Vibe: Connection — empathy through action.
Why it spread: It collapsed intention and impact.
37. Häagen-Dazs — Concerto Timer
Views: ~10M+
This campaign turned indulgence into ritual. The timer wasn’t functional — it was permission architecture.
Virality came from novelty combined with self-care validation. The brand framed slowness as sophistication.
Archetype: Lover — sensual immersion.
Brand Vibe: Sophistication + Deep — elegance through restraint.
Why it spread: It legitimized pleasure without guilt.
38. Cadbury — Gorilla (Re-circulation)
Views: ~24M+
The re-virality proved the power of non-expiring joy. The ad aged well because it wasn’t topical — it was emotional.
Sharing it became a reset button for mood.
Archetype: Jester
Brand Vibe: Fun + Sparkly
Why it spread: Joy doesn’t decay.
39. Volvo — Epic Split
Views: 60M+
This campaign went viral because it fused real danger with real precision. No CGI safety net. The tension was authentic.
Volvo didn’t brag — it demonstrated stability under impossible conditions.
People shared it because awe demands witnesses.
Archetype: Ruler — mastery and control.
Brand Vibe: Sophistication + Intelligent — confidence without noise.
Why it spread: Authentic risk creates unforgettable proof.
40. Heineken — Worlds Apart (Follow-Up)
Views: ~11M+
The follow-up succeeded because it offered closure, not escalation. It showed what happens after dialogue.
In a world addicted to conflict, resolution felt rare.
Archetype: Everyman
Brand Vibe: Connection + Deep
Why it spread: It modeled sustained humanity.
41. TOMS — One for One
Views: ~10M+
TOMS’ campaign went viral because it converted routine consumption into moral signaling. Every purchase carried immediate social proof: the buyer’s action had visible consequences in the real world.
The brilliance was in simplicity and transparency. Unlike campaigns that show abstract need or suffering, TOMS documented the direct benefit. The story required no imagination, only participation.
Sharing the campaign became a low-risk declaration: “I support tangible change without preaching.”
Archetype: Caregiver — operationalized into transactional ethics.
Brand Vibe: Connection + Deep — simplicity conveys sincerity.
Why it spread: People crave social proof of ethical identity that’s effortless.
42. UNHCR — Forced to Flee
Views: ~13M+
This interactive experience went viral because it placed viewers in the shoes of refugees, creating cognitive empathy instead of passive sympathy. Most refugee campaigns rely on imagery and statistics; UNHCR made it experiential.
Virality arose from the embodied moral reflection. When viewers “escape,” they feel small choices, lost belongings, and constrained agency. Sharing is not just awareness — it’s signaling ethical sensitivity.
Archetype: Caregiver — empathy made participatory.
Brand Vibe: Deep + Connection — immersion over exposition.
Why it spread: People share experiences that transform perception, not just deliver messages.
43. Nike — Hero’s Welcome
Views: ~12M+
This campaign’s virality hinged on celebrating triumph over adversity in a public spectacle. Unlike traditional sports ads that focus on achievement metrics, Nike highlighted emotional arcs: effort, struggle, and recognition by the community.
Sharing occurred because people wanted to participate in recognition, even virtually. The ad created a cultural signal that overcoming hardship is socially admirable.
Archetype: Hero — championing human potential.
Brand Vibe: Deep + Connection — emotional resonance backed by authenticity.
Why it spread: Witnessing recognition satisfies collective aspirational identity.
44. Metro Trains — Dumb Ways 2 Die
Views: ~14M+
This sequel extended the original virality by building on established mnemonic humor. Repetition in narrative + song reinforced recall. The audience was already primed with the absurdist framework; this iteration capitalized on predictable unpredictability.
People shared it because it maintained emotional relief while embedding safety messaging, avoiding fatigue.
Archetype: Jester — humor as behavioral trigger.
Brand Vibe: Fun + Sparkly — bright, playful, high contrast.
Why it spread: Humor plus recall repetition drives habitual engagement.
45. John Lewis — Moz the Monster (2017)
Views: ~15M+
The ad went viral because it combined nostalgia, suspense, and relational warmth. The monster isn’t terrifying; it’s a metaphor for fears resolved through support.
Sharing emerged from emotional alignment: adults understood the subtle metaphor, children enjoyed playfulness. The dual-layered narrative allowed cross-demographic sharing.
Archetype: Caregiver — nurturing emotional insight.
Brand Vibe: Cozy + Deep — comfort intertwined with resolution.
Why it spread: Multilayered emotional accessibility invites repeated sharing.
46. Google — Year in Search
Views: ~22M+
The campaign distilled global collective consciousness into a digestible narrative. It curated attention, making vast search data emotionally intelligible.
Virality arose from social reflection. People shared to say, “This is what we collectively cared about this year.” It’s cultural mirroring.
Archetype: Sage — knowledge made meaningful.
Brand Vibe: Deep + Intelligent — clarity over spectacle.
Why it spread: People crave narrative coherence of global experience.
47. Coca-Cola — Small World Machines
Views: ~16M+
This follow-up reinforced the original viral mechanics: interactivity + cross-border empathy. By enabling strangers in different countries to collaborate in real time, Coca-Cola made unity visible and actionable.
People shared to signal participation in bridging divides.
Archetype: Innocent — trust in cooperative humanity.
Brand Vibe: Global + Connection — technology as social glue.
Why it spread: Tangible interactivity amplifies emotional resonance.
48. Heineken — Worlds Apart
Views: ~33M+
The original campaign went viral due to contradiction exposure. By forcing collaboration before ideological reveal, Heineken created tension-resolution mechanics in narrative form.
Sharing acted as an identity signal for open-mindedness.
Archetype: Everyman — social bridge, not lecturer.
Brand Vibe: Connection + Deep — neutrality and empathy.
Why it spread: Modeling conversation across differences is culturally rare, hence shareable.
49. Thai Life — Kindness
Views: ~19M+
The campaign went viral by showing small acts with outsized emotional impact. Narrative pacing emphasized moral weight over spectacle.
People shared it because it activated aspirational empathy — a subtle nudge toward kindness without preaching.
Archetype: Caregiver — ethical exemplar.
Brand Vibe: Deep — restrained, emotional pacing.
Why it spread: Authentic kindness appeals universally and is self-reinforcing in networks.
50. Cadbury — Joy of Sharing
Views: ~12M+
Cadbury’s virality hinged on social reciprocity. By dramatizing joy as contagious through chocolate sharing, the brand connected happiness to observable behavior, not message.
Sharing was literalized: audiences literally mimicked the campaign act, enhancing virality.
Archetype: Lover — affection and relational pleasure.
Brand Vibe: Fun + Connection — playful warmth with relational payoff.
Why it spread: Observing joy in action triggers mimicry, amplifying social propagation.
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