Riding the Wave of Trends: How Brands Can Opportunistically Engage with Audiences
In the dynamic landscape of social media, trending topics can be fleeting, yet they offer brands a unique opportunity to engage with their audiences in real-time. When leveraged creatively, these trends can elevate brand visibility and relevance. A prime example is when brands use humor to tap into current events, creating memorable marketing moments. Let's delve into how brands can effectively ride the wave of trends, focusing on the power of humor, with a notable example of Snickers' quick-witted response to a famous soccer incident and other memorable instances.
Understanding the Terrain
Before diving into the tactical play, it’s crucial for brands to have a clear understanding of the digital terrain. This means keeping a finger on the pulse of current events, viral trends, and popular culture. Social listening tools and platforms like Twitter and Reddit can be invaluable in this regard.
The Art of Timing
Timing is everything. The ability to quickly create and disseminate content is key to capitalizing on trending topics. This requires a nimble marketing team and often, a streamlined approval process. The faster a brand can respond, the more relevant their content will be.
Case in Point: Snickers and the Soccer Incident
A classic example of a brand nailing this strategy is Snickers’ response to the 2014 World Cup incident where Uruguayan player Luis Suárez bit an Italian opponent. Seizing the moment, Snickers tweeted an image of a Snickers bar with the caption, "More satisfying than Italian." This clever and timely use of humor resonated with the audience, garnering significant engagement and publicity.
Other brands that knocked out of the park
1. Arby's and Pharrell's Hat
During the 2014 Grammy Awards, Pharrell Williams wore a unique hat that resembled Arby's logo. Arby's humorously tweeted, "Hey @Pharrell, can we have our hat back?" This tweet went viral, showing how brands can playfully engage with pop culture moments.
2. KFC's "FCK" Apology
When KFC faced a chicken shortage in the UK, they rearranged the letters of their name in an ad to spell “FCK” on an empty bucket. This humorous and honest approach to addressing a mistake won them praise for clever crisis management.
3. Burger King's "McWhopper" Proposal
In a bold move, Burger King proposed a collaboration with McDonald's to create a "McWhopper" for Peace Day. Though McDonald's declined, Burger King's playful challenge garnered significant attention.
4. Oreo’s “Dunk in the Dark” Tweet
During the 2013 Super Bowl blackout, Oreo quickly tweeted, “Power out? No problem,” with an image of an Oreo and the caption, “You can still dunk in the dark.” This witty response to an unexpected event was widely applauded.
Why Humor Works
Humor, when used appropriately, can humanize a brand, making it more relatable and engaging. It breaks the monotony of typical marketing messages and creates a positive association with the brand. However, it’s important to tread carefully to avoid missteps or offending segments of your audience.
Engagement Through Relatability
Successful engagement through trending topics often hinges on relatability. When a brand comments on a current event or trend, it participates in a shared experience with its audience. This shared experience fosters a sense of community and can enhance brand loyalty.
Diversifying Content Formats
To effectively leverage trends, brands should consider diversifying their content formats. Memes, GIFs, short videos, and witty tweets can all be effective. The format should align with the brand's voice and the nature of the trend.
Staying True to the Brand
While hopping on trends can be advantageous, it’s vital for brands to stay true to their identity. The content should feel like a natural extension of the brand’s existing voice and ethos. Authenticity is key to ensuring that the engagement feels genuine rather than forced.
Conclusion
Creatively leveraging trending topics offers brands a chance to showcase their relevance and wit. By engaging opportunistically yet thoughtfully, brands can not only amplify their visibility but also strengthen their connection with their audience. It’s about being quick, relevant, and, most importantly, true to your brand's voice. When done right, this strategy can transform a fleeting trend into a lasting brand impression.
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