#posting a twitter meme on tumblr? bold strategy

[milesgaylsprower]

twitter's been questioning what the point of unreachable landings are in homes, obviously it's a place to toss your box dog when she won't stop nagging you

[duckonablog]

Yes, meme ads are a thing. But are they effective?

With meme culture dominating Instagram, Facebook and Twitter, some adventurous brands have tried to ride this trend wave by using the meme format on their marketing campaigns. Take a look at Gucci, for example:

The brand’s #TFWGucci campaign exposes original memes created by hired meme artists to launch and promote their Le Marché des Merveilles watch collection. This strategy takes advertising to a whole new level by embroidering itself into social media’s own nature. The big question now is, does it work? Yes, everyone loves funny memes. But using them to sell expensive or long-term products might make a consumer wonder whether the brand is serious or reliable enough to buy one of their 1000$ watches. The campaign effects might be different for a 6$ detergent or a 3$ coffee brand. That is where my research* comes in. 

What is this post about? 

• Marketers can choose between memes or traditional funny ads on social media

 • Different product involvement levels (e.g detergent vs. expensive watch) might show different degrees of advertising effectiveness when using funny meme ads 

• An experiment tests whether funny meme ads make any difference in consumers’ viral intentions, memory and attitudes.

Research

To answer our meme-related questions, we conducted an online experiment amongst 137 young adults. First, they were asked to imagine being exposed to an ad via social media. The participants were randomly assigned to either a detergent ad (low-involvement) in a Drake meme or funny traditional format, or a smartphone ad (high-involvement) in one of these formats. After taking their time to look at the ad, their ad attitudes, brand memory and viral intentions were measured.

Results

Unexpectedly, we did not find any effect of funny meme ads on memory, ad attitude or viral intentions. It seems that what matters is if the ad is funny, regardless of whether it is a meme or not. We also found that: 

• Funny ads of low involvement products can increase ad attitudes

 • Brand memory is stronger for funny high involvement product ads

 In other words, when using funny meme ads, Gucci has a higher chance of being remembered when compared to Lipton Tea, for instance. However, the Lipton Tea meme ad might be more liked by people than the Gucci meme ad simply by the fact that most people do not care too much about which 3$ tea brand they buy. 

It would be bold to assume that memes really do not differ at all from other types of funny ads, despite my research results. One possible reason why this experiment did not show any difference between memes and traditional ads is that it did not take place or simulate a social media environment. Since memes are social-media natives, it is essential to study them on this context to really grasp their nature. Therefore, the real influence of meme ads might be better measured by making people browse Instagram and being exposed to meme ads on the spot, instead of just asking them to imagine receiving a certain meme through social media. 

So, dear marketeers, make sure to keep in mind how involved your target-group might be with your product. This will influence how effective your meme strategy might be, and whether it is better to stick to a more serious tone.

Feel free to contact me for information about my research. You can message me through tumblr or email me at marianact99@gmail.com. 

*Castañeda, M. (2019). Memes and brand success: Does meme advertising influence ad attitude, memory and viral intentions? Unpublished manuscript. Department of Communication Science, University of Amsterdam, Amsterdam, The Netherlands.

[alunircom-blog]

Alunir

Five Qualities of a Successful Online Marketing Campaign

As any marketer will tell you, there’s no such thing as a ‘secret recipe’ in online marketing. Every brand’s dream is to produce something which goes viral, but the success of any marketing effort is dependent upon a variety of complex factors. The only thing that can be said for certain is that a brand will need a genius idea, and it will need to execute that idea perfectly, and at the right time.  

Gone are the days where marketers could arrange for widespread leaflet distribution or place ads in newspapers and call it a done day. In the era of the internet, creativity and strategy are essential for success. Here are some viral qualities that have been expertly applied by popular marketing campaigns. 

Humour appeal

Ever since the early days of the internet, people have loved sharing funny stories, images, YouTube videos and jokes with each other through email and social media. That’s as true as ever today, with popular platforms such as Vine or sites like Imgur becoming go-to places for  comedic content. Reddit, Tumblr and Twitter are also popular platforms on which to upload, save and share funny photos or ‘memes’.

In other words, content which makes people laugh understandably has a high ‘share’ appeal. When a brand like Denny’s Diner started producing bizarre and downright weird content for its Tumblr page (a site known for the surrealist humor amongst its user base) it came as no surprise that they received a lot of likes and shares. In fact, so appreciated were Denny’s unusual and bold marketing techniques, that Tumblr users would screenshot the diner’s marketing content and post on other websites. Soon, Denny’s Diner had established great brand awareness through being associated with something unique and cheeky, whilst receiving great exposure amongst their target market by focusing on tumblr – a site with a young, largely American, largely budget-conscious user base.

And who can forget the Old Spice guy, whose viral video amassed over 56 million views simply because of how original, funny and creative it was? “The Man Your Man Could Smell Like” become an internet sensation, shared not just amongst friends but also posted on major entertainment sites. In short – comedy is a powerful tool in marketing, as people naturally want to share things that make them laugh.

Engagement appeal

With the help of two of the biggest names in football, Neymar Jr and Cristiano Ronaldo, PokerStars created a viral marketing campaign that utilized hashtags. First, the football stars posted videos of themselves performing impressive football tricks. Then they started challenging each other to perform an even more impressive trick. The one-upmanship went back and forth between the two stars, with both of them posting the videos to their social media. But this campaign wasn’t just about producing shareable videos depicting the two stars doing amazing tricks. Fans and followers of the footballers were encouraged to join in themselves – posting their own video under the hashtag #raiseit. The most impressive or funny videos got shared on social media by the footballers themselves.

Basically, PokerStars created something fun that people wanted to be a part of. They also succeeded in promoting their message of how a competitive spirit and good sportsmanship is present in online poker just as it is in football.

Lay’s (known as Walkers in the UK) offers another example of an engaging marketing campaign. The potato chip brand launched ‘Do Us A Flavor’ which encouraged people to pitch a new potato chip flavor. Anyone could partake through the campaign’s website which also allowed users to share their proposed flavor with others through their social media. Still in effect, the winner of each competition wins prize money and of course, sees their proposed flavor made into reality.

Interactive appeal

The internet has also made possible the interactive quality of marketing campaigns. The very creative Tipp-Ex Youtube commercial “A hunter shoots a bear!” depicts a scene between a hunter and a bear. The hunter, not wanting to shoot the bear, reaches out from beyond the video box into the nearby Tipp-Ex ad, then uses the Tipp-Ex to erase the word ‘shoots’ from the video title. This is where viewers can decide for themselves what scene they want to see between the hunter and bear. Viewers could type an action into the blank space, such as ‘hugs’ and a new video would load, showing the hunter and bear in a warm embrace. People liked sharing this video, which surpassed over 22 million views, because they found fun in being able to determine the outcome between the bear and hunter.

Controversial appeal

Then of course you can go down the route of doing something with shock factor. Sometimes referred to as ‘publicity stunts’, these marketing campaigns rely on eliciting a reaction of disbelief, or by doing something admirably bold and daring. Of course, these marketing campaigns can also pose some risk – something in ‘bad taste’ might be just as likely to backfire as become popular.

Back in the early days of Facebook, when applications and widgets were commonly installed for entertainment purposes, Burger King thought of a clever way to encourage visits to their outlets. The brand’s marketers had already realized what would become increasingly apparent over time; that a user’s Facebook ‘friends list’ was rarely comprised of real friends only. Already in the social media sites’ early days, it was commonplace to accept friends’ requests from people you either barely knew or who you simply didn’t like.

As such, Burger King introduced ‘Whooper Sacrifice’. If a user could delete ten people from their friends list through Burger King’s Facebook app, they would receive a voucher for a free Whooper at any Burger King outlet. There was one catch of course – the deleted friends would be notified by Burger King that they had been sacrificed for a $3 burger. “Friendship is strong, but the Whooper is stronger” was the campaign slogan – a statement which proved true when Burger King ended up giving out thousands of dollars worth of burgers to those who had used the app. Of course, those who visited Burger King to claim their free Whooper, often spent money on drinks and fries at the same time. All in all, the campaign was a great success.

Emotional appeal

Finally, emotional content also has a great deal of share potential. When the women’s health and beauty brand Dove unveiled their ‘Real Beauty’ marketing ads, the videos garnered views and shares because of how well they touched upon an emotional topic; body insecurities and the prevalence of unattainable beauty standards. By producing honest videos which validated women of all body types, Dove created something to which most women could relate. The ‘feel good’ factor, meanwhile, encouraged people to share the post on social media sites. Thanks to this marketing campaign, Dove has come to be a brand associated with ‘real beauty’ and so-called ‘body positivity’.

In summary, there are a range of approaches brands can take in creating an effective online marketing campaign. The most appropriate format and tone for each campaign will differ from brand to brand, but an original and creative idea is the one thing each successful campaign has in common.

[alunirnet-blog]

Alunir

Five Qualities of a Successful Online Marketing Campaign

As any marketer will tell you, there’s no such thing as a ‘secret recipe’ in online marketing. Every brand’s dream is to produce something which goes viral, but the success of any marketing effort is dependent upon a variety of complex factors. The only thing that can be said for certain is that a brand will need a genius idea, and it will need to execute that idea perfectly, and at the right time.  

Gone are the days where marketers could arrange for widespread leaflet distribution or place ads in newspapers and call it a done day. In the era of the internet, creativity and strategy are essential for success. Here are some viral qualities that have been expertly applied by popular marketing campaigns. 

Humour appeal

Ever since the early days of the internet, people have loved sharing funny stories, images, YouTube videos and jokes with each other through email and social media. That’s as true as ever today, with popular platforms such as Vine or sites like Imgur becoming go-to places for  comedic content. Reddit, Tumblr and Twitter are also popular platforms on which to upload, save and share funny photos or ‘memes’.

In other words, content which makes people laugh understandably has a high ‘share’ appeal. When a brand like Denny’s Diner started producing bizarre and downright weird content for its Tumblr page (a site known for the surrealist humor amongst its user base) it came as no surprise that they received a lot of likes and shares. In fact, so appreciated were Denny’s unusual and bold marketing techniques, that Tumblr users would screenshot the diner’s marketing content and post on other websites. Soon, Denny’s Diner had established great brand awareness through being associated with something unique and cheeky, whilst receiving great exposure amongst their target market by focusing on tumblr – a site with a young, largely American, largely budget-conscious user base.

And who can forget the Old Spice guy, whose viral video amassed over 56 million views simply because of how original, funny and creative it was? “The Man Your Man Could Smell Like” become an internet sensation, shared not just amongst friends but also posted on major entertainment sites. In short – comedy is a powerful tool in marketing, as people naturally want to share things that make them laugh.

Engagement appeal

With the help of two of the biggest names in football, Neymar Jr and Cristiano Ronaldo, PokerStars created a viral marketing campaign that utilized hashtags. First, the football stars posted videos of themselves performing impressive football tricks. Then they started challenging each other to perform an even more impressive trick. The one-upmanship went back and forth between the two stars, with both of them posting the videos to their social media. But this campaign wasn’t just about producing shareable videos depicting the two stars doing amazing tricks. Fans and followers of the footballers were encouraged to join in themselves – posting their own video under the hashtag #raiseit. The most impressive or funny videos got shared on social media by the footballers themselves.

Basically, PokerStars created something fun that people wanted to be a part of. They also succeeded in promoting their message of how a competitive spirit and good sportsmanship is present in online poker just as it is in football.

Lay’s (known as Walkers in the UK) offers another example of an engaging marketing campaign. The potato chip brand launched ‘Do Us A Flavor’ which encouraged people to pitch a new potato chip flavor. Anyone could partake through the campaign’s website which also allowed users to share their proposed flavor with others through their social media. Still in effect, the winner of each competition wins prize money and of course, sees their proposed flavor made into reality.

Interactive appeal

The internet has also made possible the interactive quality of marketing campaigns. The very creative Tipp-Ex Youtube commercial “A hunter shoots a bear!” depicts a scene between a hunter and a bear. The hunter, not wanting to shoot the bear, reaches out from beyond the video box into the nearby Tipp-Ex ad, then uses the Tipp-Ex to erase the word ‘shoots’ from the video title. This is where viewers can decide for themselves what scene they want to see between the hunter and bear. Viewers could type an action into the blank space, such as ‘hugs’ and a new video would load, showing the hunter and bear in a warm embrace. People liked sharing this video, which surpassed over 22 million views, because they found fun in being able to determine the outcome between the bear and hunter.

Controversial appeal

Then of course you can go down the route of doing something with shock factor. Sometimes referred to as ‘publicity stunts’, these marketing campaigns rely on eliciting a reaction of disbelief, or by doing something admirably bold and daring. Of course, these marketing campaigns can also pose some risk – something in ‘bad taste’ might be just as likely to backfire as become popular.

Back in the early days of Facebook, when applications and widgets were commonly installed for entertainment purposes, Burger King thought of a clever way to encourage visits to their outlets. The brand’s marketers had already realized what would become increasingly apparent over time; that a user’s Facebook ‘friends list’ was rarely comprised of real friends only. Already in the social media sites’ early days, it was commonplace to accept friends’ requests from people you either barely knew or who you simply didn’t like.

As such, Burger King introduced ‘Whooper Sacrifice’. If a user could delete ten people from their friends list through Burger King’s Facebook app, they would receive a voucher for a free Whooper at any Burger King outlet. There was one catch of course – the deleted friends would be notified by Burger King that they had been sacrificed for a $3 burger. “Friendship is strong, but the Whooper is stronger” was the campaign slogan – a statement which proved true when Burger King ended up giving out thousands of dollars worth of burgers to those who had used the app. Of course, those who visited Burger King to claim their free Whooper, often spent money on drinks and fries at the same time. All in all, the campaign was a great success.

Emotional appeal

Finally, emotional content also has a great deal of share potential. When the women’s health and beauty brand Dove unveiled their ‘Real Beauty’ marketing ads, the videos garnered views and shares because of how well they touched upon an emotional topic; body insecurities and the prevalence of unattainable beauty standards. By producing honest videos which validated women of all body types, Dove created something to which most women could relate. The ‘feel good’ factor, meanwhile, encouraged people to share the post on social media sites. Thanks to this marketing campaign, Dove has come to be a brand associated with ‘real beauty’ and so-called ‘body positivity’.

In summary, there are a range of approaches brands can take in creating an effective online marketing campaign. The most appropriate format and tone for each campaign will differ from brand to brand, but an original and creative idea is the one thing each successful campaign has in common.

[alunircom01-blog]

Alunir

Five Qualities of a Successful Online Marketing Campaign

As any marketer will tell you, there’s no such thing as a ‘secret recipe’ in online marketing. Every brand’s dream is to produce something which goes viral, but the success of any marketing effort is dependent upon a variety of complex factors. The only thing that can be said for certain is that a brand will need a genius idea, and it will need to execute that idea perfectly, and at the right time.  

Gone are the days where marketers could arrange for widespread leaflet distribution or place ads in newspapers and call it a done day. In the era of the internet, creativity and strategy are essential for success. Here are some viral qualities that have been expertly applied by popular marketing campaigns. 

Humour appeal

Ever since the early days of the internet, people have loved sharing funny stories, images, YouTube videos and jokes with each other through email and social media. That’s as true as ever today, with popular platforms such as Vine or sites like Imgur becoming go-to places for  comedic content. Reddit, Tumblr and Twitter are also popular platforms on which to upload, save and share funny photos or ‘memes’.

In other words, content which makes people laugh understandably has a high ‘share’ appeal. When a brand like Denny’s Diner started producing bizarre and downright weird content for its Tumblr page (a site known for the surrealist humor amongst its user base) it came as no surprise that they received a lot of likes and shares. In fact, so appreciated were Denny’s unusual and bold marketing techniques, that Tumblr users would screenshot the diner’s marketing content and post on other websites. Soon, Denny’s Diner had established great brand awareness through being associated with something unique and cheeky, whilst receiving great exposure amongst their target market by focusing on tumblr – a site with a young, largely American, largely budget-conscious user base.

And who can forget the Old Spice guy, whose viral video amassed over 56 million views simply because of how original, funny and creative it was? “The Man Your Man Could Smell Like” become an internet sensation, shared not just amongst friends but also posted on major entertainment sites. In short – comedy is a powerful tool in marketing, as people naturally want to share things that make them laugh.

Engagement appeal

With the help of two of the biggest names in football, Neymar Jr and Cristiano Ronaldo, PokerStars created a viral marketing campaign that utilized hashtags. First, the football stars posted videos of themselves performing impressive football tricks. Then they started challenging each other to perform an even more impressive trick. The one-upmanship went back and forth between the two stars, with both of them posting the videos to their social media. But this campaign wasn’t just about producing shareable videos depicting the two stars doing amazing tricks. Fans and followers of the footballers were encouraged to join in themselves – posting their own video under the hashtag #raiseit. The most impressive or funny videos got shared on social media by the footballers themselves.

Basically, PokerStars created something fun that people wanted to be a part of. They also succeeded in promoting their message of how a competitive spirit and good sportsmanship is present in online poker just as it is in football.

Lay’s (known as Walkers in the UK) offers another example of an engaging marketing campaign. The potato chip brand launched ‘Do Us A Flavor’ which encouraged people to pitch a new potato chip flavor. Anyone could partake through the campaign’s website which also allowed users to share their proposed flavor with others through their social media. Still in effect, the winner of each competition wins prize money and of course, sees their proposed flavor made into reality.

Interactive appeal

The internet has also made possible the interactive quality of marketing campaigns. The very creative Tipp-Ex Youtube commercial “A hunter shoots a bear!” depicts a scene between a hunter and a bear. The hunter, not wanting to shoot the bear, reaches out from beyond the video box into the nearby Tipp-Ex ad, then uses the Tipp-Ex to erase the word ‘shoots’ from the video title. This is where viewers can decide for themselves what scene they want to see between the hunter and bear. Viewers could type an action into the blank space, such as ‘hugs’ and a new video would load, showing the hunter and bear in a warm embrace. People liked sharing this video, which surpassed over 22 million views, because they found fun in being able to determine the outcome between the bear and hunter.

Controversial appeal

Then of course you can go down the route of doing something with shock factor. Sometimes referred to as ‘publicity stunts’, these marketing campaigns rely on eliciting a reaction of disbelief, or by doing something admirably bold and daring. Of course, these marketing campaigns can also pose some risk – something in ‘bad taste’ might be just as likely to backfire as become popular.

Back in the early days of Facebook, when applications and widgets were commonly installed for entertainment purposes, Burger King thought of a clever way to encourage visits to their outlets. The brand’s marketers had already realized what would become increasingly apparent over time; that a user’s Facebook ‘friends list’ was rarely comprised of real friends only. Already in the social media sites’ early days, it was commonplace to accept friends’ requests from people you either barely knew or who you simply didn’t like.

As such, Burger King introduced ‘Whooper Sacrifice’. If a user could delete ten people from their friends list through Burger King’s Facebook app, they would receive a voucher for a free Whooper at any Burger King outlet. There was one catch of course – the deleted friends would be notified by Burger King that they had been sacrificed for a $3 burger. “Friendship is strong, but the Whooper is stronger” was the campaign slogan – a statement which proved true when Burger King ended up giving out thousands of dollars worth of burgers to those who had used the app. Of course, those who visited Burger King to claim their free Whooper, often spent money on drinks and fries at the same time. All in all, the campaign was a great success.

Emotional appeal

Finally, emotional content also has a great deal of share potential. When the women’s health and beauty brand Dove unveiled their ‘Real Beauty’ marketing ads, the videos garnered views and shares because of how well they touched upon an emotional topic; body insecurities and the prevalence of unattainable beauty standards. By producing honest videos which validated women of all body types, Dove created something to which most women could relate. The ‘feel good’ factor, meanwhile, encouraged people to share the post on social media sites. Thanks to this marketing campaign, Dove has come to be a brand associated with ‘real beauty’ and so-called ‘body positivity’.

In summary, there are a range of approaches brands can take in creating an effective online marketing campaign. The most appropriate format and tone for each campaign will differ from brand to brand, but an original and creative idea is the one thing each successful campaign has in common.