Trends may come and go, but an effective ad relating to the trend will last a lifetime. Think back on some of the popular trends that have occurred this past year – from twerking to the Harlem shake – who knows how long any of these trends will really last. Although it is important to keep up with the latest trends, how quickly you respond is the key.
Let’s travel back in time to this year’s Super Bowl when the Mercedes-Benz Superdome experienced a massive blackout in the middle of the game. It caught the nation by surprise, but one brand in particular was quick to respond to the power outage with a few big plays of its own. Oreo responded with a clever “Dunk in the Dark” ad in real time that effectively demonstrated the importance of being responsive when marketing to consumers. The ad received praise from consumers and various publications, mainly due to their quick reaction to the nationwide fiasco.
So what’s the best method to quickly respond to these trends? Well, for starters, use your team to your advantage to ensure that you’re staying on top of what’s trending. One way to divide and conquer is to have each of your team members monitor and compile news articles and then distribute the list to the rest of your team. This is a great way to stay on top of the headlines. It’s also important to keep the conversation going with your team, as this will help in generating marketing strategies based on the trends you find.
Although your response time to trends is key, it’s also a good idea to find a way to relate the trend back to your brand.
Norwegian comedy duo Ylvis had the internet buzzing when they released their hit dance song, “The Fox.” With over 80 million views on YouTube, it’s safe to say that this video has become quite the trending topic. So much, in fact, that the Fox network quickly used the video to their advantage – within two weeks of “The Fox” video debut, the network filmed and released a promo for their upcoming season premieres. The video includes series clips and network stars singing and dancing to the song’s lyrics. The promo, like the original video, has received positive praise from viewers.
A second example happened a few months ago, when Prince William and Kate Middleton welcomed their first child into the world. At the time, the hashtag, #RoyalBaby, dominated the Twittersphere. The world was buzzing about the news of the newest member of the Royal Family, and brands were quick to capitalize on the arrival of little George. Once again, Oreo reacted fast, and Delta Airlines was not far behind – their ads were released five minutes apart from each other.
The messaging used in Delta’s “Show You The World” and Oreo’s “Long Live The Creme” tweets are two examples of how brands can add their own creative twist to a trend and make it relatable to their own audience.
If you’re determined to create an effective ad campaign based on a trending topic, remember to stay at least one step ahead of the game. Monitor the media daily to stay on top of the latest and greatest stories. Trends will come alive when you least expect them, so it’s important to always be prepared!
What are some of your favorite trends from 2013?