Lauren Hendry Parsons
Oct 15, 2013

The 'I Quit' video: Anatomy of a viral hit

The recent 'I quit' video (16 million views and counting) carries lessons not only about what makes online content go viral, but also about damage control in our YouTube-driven culture.


Created by Marina Shifrin to announce her departure from Taiwanese animation company Next Media Animation, the 'I Quit' video, officially titled "An Interpretive Dance For My Boss Set To Kanye West's Gone" (right) was an instant online hit. It even landed Shifrin a job offer from US talk show the Queen Latifah show.

Not to be outdone, Shifrin's former employer created a response video in the style of the original.

The whole sequence of events carries lessons for brands that wish to create content likely to be shared, or who find themselves needing to do some instant damage control.

Lauren Hendry Parsons is senior account manager, Singapore, at Weber Shandwick.

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