Keeping up with the moment
Moment marketing can make a marketer’s job a lot easier. Instead of coming up with unique campaigns, they can build collateral and messaging around big events. It’s not a completely easy marketing strategy though. You need to relate your brand to trending topics and keep it lighthearted if possible.
Forging long term connections
The Olympics, one of the biggest moment marketing opportunities, has just wrapped up. India scored its biggest medal haul ever and many local brands jumped on the bandwagon. But moment marketing isn’t a short-term tactic with successful athletes now forging long-term brand partnerships.
Don’t get carried away
Brands need to be careful though — you can’t attach your name to any success story, especially when other sponsorship deals exist. Badminton athlete, and the first Indian woman to win two Olympic medals, PV Sindu took legal action against brands attaching themselves to her success. Apparently, her official sponsors weren’t happy.
Twitch is an online streaming platform with a focus on gaming and eSports. Its users view 44 billion minutes worth of streams per month, accounting for a staggering 72% of all hours watched live online. This means boundless opportunities for influencer and entertainment-based marketing.
Getting it right
While the audience is there, getting noticed can be difficult especially for brands without a clear gaming connection. This is changing though as non-gaming streamers set up channels. What is important is personality, so brands need an authentic spokesperson to represent them.
But Twitch is also making it easier for non-gaming brands to reach its audience. The launch of /twitchgaming, a dedicated channel for game-related programming, attracted restaurant chain Chipotle. As an exclusive partner of original programming, its messaging is always on and they’re able to target a demographic who craves home delivery.
Cassette tapes are still horribly cool. But you know what’s cooler — Japanese cassette tapes. Do I wish someone would make giant posters of these? Yes. Yes, I do.
What is it about paint colour names? Have they gone too far? But beyond the delightful outlandishness of names like ‘Dead Salmon’ and ‘Churlish Green’, this wonderful book takes on a cultural history of colour, and, according to this review, eminently succeeds. Colour has always been the stuff of strong opinions and divisive politics. It’s also endlessly fascinating — “The Tiv people of West Africa get by perfectly happily with just three basic colour terms: black, white and red. Mursi cattle farmers in Ethiopia have eleven colour terms for cows, but they have none for anything else” — and it makes me want to read The World According to Colour: A Cultural History, by James Fox, immediately. Take my money now.
The rise of micro-influencers
A celebrity endorsement isn’t really an option for most marketers. Even the big-name influencers aren’t exactly cheap. Avoiding this cost has seen a rise in partnerships with micro-influencers, who usually have 1,000 to 1,000,000 followers but more relatable messaging and higher conversion rates.
More with less
While micro-influencers don’t have the reach of A-listers, they are “real people with real influence”. A celebrity endorsement may have bigger reach but they lack authenticity. Micro-influencers generally work across social channels and reach a more engaged audience.
The White House recently enlisted the services of 50 Twitch streamers, YouTubers and TikTokers to encourage younger demographics to get vaccinated against COVID. Meanwhile, Visa leveraged the influencer credentials of its Principal Asia Pacific Economist, Glenn Macguire to discuss vaccinations and economic recovery.
A non-fungible token, or NFT, is a unit of data stored on blockchain that shows someone has ownership of a unique digital asset. It emerged earlier this year to sell unique digital art, but it didn’t take long for brands, like Louis Vuitton, to explore the tech’s marketing potential.
NFTs and the metaverse
As interest in the metaverse (a collective virtual shared space that Facebook has ambitions to become) grows, so does the interest in NFTs. The key to marketing in this space is visualising how real world products can exist in the virtual world.
Who is doing it?
Coca-Cola has been going through its brand history to auction off NFTs featuring its classic 1956 vending machine. Jack Doresy famously sold his first tweet in the format. Having ownership of these assets not only gives the buyer bragging rights but also shows customers do have a bond with iconic brands.
Interesting Marketing Video to Watch
Keap uses conversational humour to address the concerns many business owners have when it comes to changing CRM platforms. Try a free trial of Keap.
Pulling at the nostalgic heartstrings, Dropbox shows consumers that cloud storage is not just for business.
Walmart creates an animated explainer using simple shapes and colours to showcase its text shopping function.
Coordinate uses colourful frame-by-frame animation to explain how its customer relations platform keeps the focus on the customer.
With the dramatic soundtrack of a cinematic blockbuster, McKinsey & Company explain how Japan will reach carbon neutrality by 2050.
Street fashion brand Vans usually focuses on skateboarding but for this video, it asked a Mexican artist to reimagine one of its jackets.
Airbnb India uses 3D animation to address the budget concerns of the cash-conscious holidaymaker.
KPMG builds up the tension with a blockbuster-styled preview video for its annual Global Construction Survey.
Allbirds traces every major sporting event back to oil while pushing its sustainable shoe range.