by Lorraine Borg, Graphic Designer & Client Partner
Digital marketing is constantly evolving, and lately, moments marketing is something that has caught the attention of most of us. As people use marketing tactics to run campaigns which remain static for a number of days, some are now looking for something different and unexpected.
This is were moments marketing kicks in. Marketeers are creating campaigns that embrace a particular moment; such as the weather or the season; and that consider current events such as sports tournaments, national holidays, celebrity news or any other particular occurence around us.
The FIFA Football World Cup 2018 proved to be an exceptional showcase / platform for moments marketing. Adidas, not only created a video campaign, but also seized the moment and designed a number of animated posts for social media – all about the tournament, capturing the attention of football fans and broadening their appeal beyond that. We wonder what’s in store for Euro 2020 and the 2020 Olympic Games in Japan.
Be Ready.
Whenever the unexpected happens, be ready. During the 2013 Superbowl, an unexpected power outage stopped play and some social media marketers jumped in to seize the moment. Oreo tweeted, “Power out? No problem. You can still dunk in the dark.” Even though not being aware that such power outage would occur, and even though they didn’t prepare ahead of time for that instance, they still had a team ready to share social media commentary during the game who capitalised on the moment, being at the right place at the right time.
Insert Your Brand.
Insert yourself in the centre of events and your audience’s lives in a fitting way. Last year (2019), we capitalised on people being nervous with the amount of traffic on the Maltese Islands and showcased Sure, Unilever’s antiperspirant brand as keeping people ‘dry and fresh’ during these moments.
Stretch Your Budget.
Sports events draw huge crowds but the advertising cost is usually very hefty. With moments marketing and social media, organisations are able to reach their audiences and connect with them without paying the substantial price tag. During the UEFA Champions League 2018/9 Campaign, we portrayed Ben & Jerry’s ice-cream as being another champion, showcasing the product on the respective social media channels.
Do Not Hesitate.
Moments are golden but tend to end fast. If you have a sign-off process that’s several people deep, you may not be able to capture those moments in time. Instead, keep everyone needed to make decisions available so that brilliance can be shared immediately. With Malta being an island and very windy at times, we capitalised the moment with Tresemmé’s Salon Finish Freeze Hold humidity-resistant hair spray that fully secures anyone’s look. Sharing on social media channels in a relevant time frame proved to be relevant content.
Moments Marketing is a great way to get attention and connect with an audience. But to be successful, a brand needs to recognise the perfect opportunity and pair it accorodingly. Contact us to find out more about how our team can help you achieve this.
