You put the audience first. A lot of viral content, viewed through the lens of format, is practically identical to a common commercial. The difference is, viral content is focused on absolutely delighting the audience.
Viral has nothing to do with your product, your service, your bottom line. It has everything to do with showing the world you’re not another soul-less, corporate stroke peddling me-too mediocrity in a race to the bottom.
Make it ridiculous. Make it funny. Make people smile.
Make it sticky. Like Loctite did with this flash of brilliance.