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Great analysis Gaurav! Worth reading in full.
"Lesson 1: Build your campaign around the zeitgeist, or the social, cultural and political ethos of your identified target group. Then, give it a humorous or irreverent tweak to help it stick.
Lesson 2: Build virality into your campaign. Choose a compelling message that users want to share. Then, use a platform that makes it easy for them to share the message.
Lesson 3: Design your campaign to translate online engagement into offline action. Use modularity and granularity to make it easy to take collective action by breaking it down into smaller individual actions that can be taken independently. "
