When we consider our entertainment choices, the food and fashion trends we follow, the memes that make us laugh, and our daily conversations with friends and colleagues, it’s evident that pop culture is an integral part of our lives. It’s no surprise that an increasing number of brands are harnessing the power of pop culture to enhance their relevance. In this blog, we’ll delve into the significance of this approach for both brands and consumers.
First and foremost, it’s crucial to recognize the impact of using pop culture to bolster a brand’s relevance. Recent research highlights that brands must strive for cultural relevance to captivate consumers, especially those within younger age groups.
The study’s findings reveal that 44% of consumers base their purchasing decisions on product quality and price, 31% on brand perceptions, and 25% on a brand’s cultural involvement. Significantly, a quarter of consumers actively seek brands that resonate with current cultural trends.
However, before you rush to incorporate references to the latest TV series into your marketing campaigns, let’s examine the broader implications of brands embracing pop culture and cultural relevance.
Discussing cultural relevance often triggers a knee-jerk reaction to align brands with popular trends to seem “cool.” However, it’s essential to understand that true cultural relevance extends far beyond billboards, banner ads, and pop-ups loaded with trendy slang.
According to the study, 47% of respondents emphasized the significance of social movements and issues. Additionally, 38% believed that a brand’s involvement in pop culture movements and social issues was crucial, with the strongest sentiment coming from individuals aged 18 to 35, most of whom were active on Twitter.
The key takeaway here Is that brands should not only sound current but also be current. To genuinely connect with consumers, they must consider the interests and issues that matter most to their audience. Surprisingly, the survey found that respondents were better informed about social issues such as fair trade and gender equality than they were about pop culture topics.
As a brand marketer, it’s imperative to stay informed about the latest buzzwords, trending series, hot Twitter topics, and relevant social or political issues. These insights should inform your marketing campaigns and corporate social responsibility initiatives, propelling your brand into the spotlight.
Over the past few years, we’ve witnessed brands like Domino’s and Nike seamlessly integrate with pop culture trends. Domino’s launched the innovative ‘Paving For Pizza’ project in 2018, fixing potholes and cracked roads. In the same year, Nike collaborated with footballer Colin Kaepernick for a campaign that carried a powerful socio-political message.
Ultimately, it all boils down to being socially attuned in every sense of the word. With that in mind, let’s explore one of the most practical ways to achieve this as a brand.
Social media is an indispensable component of an effective marketing campaign, both directly and indirectly. Nevertheless, it’s crucial to recognize that the internet is not Times Square or Piccadilly Circus, and social media platforms like Facebook, Instagram, Twitter, and YouTube are not mere digital billboards. Marketing and advertising require distinct approaches to achieve the best results.
The direct methods used in traditional media, such as billboards, brochures, and radio or TV advertisements, won’t suffice on social media. While some self-promotion is necessary, brands must also foster a relatable, entertaining, and helpful brand personality that resonates with their audience. Leveraging trending topics can also help the brand stay relevant in ongoing conversations.
An exemplary case Is the peri-peri chicken restaurant chain, Nando’s, which consistently incorporates trending topics, pop culture, and socio-political events into its marketing. Their campaigns blend traditional marketing methods with clever social media usage, leading to increased engagement.
Increased Traffic: Brands that can quickly create relevant, relatable content aligned with current trends have a higher chance of attracting substantial traffic.
Better Audience Understanding: To contribute meaningfully to trending topics, brands must thoroughly understand their customers, including their preferences regarding movies, TV shows, dietary choices, and preferred hangout spots.
Creating Connections: By showcasing shared interests with their audience, brands establish connections and foster loyalty.
Humanizing the Brand: Consumers no longer favor rigid, profit-driven brands. Increasing cultural relevance gives the brand a multi-dimensional personality.
Subtle Selling Opportunities: Incorporating soft sells within social engagement can lead to effective marketing. For instance, OPI, a nail polish brand, linked its colors to Mardi Gras in an Instagram post.
In today’s landscape, cultural relevance is no longer optional for brands aiming for growth. While it may require unlearning traditional approaches and embracing new ones, it’s not an insurmountable challenge.
If you’re looking to seamlessly integrate pop culture into your brand’s marketing strategy and ensure cultural relevance, look no further than Digital Media Calendar. We specialize in crafting innovative and trend-savvy campaigns that connect with your audience, driving engagement and loyalty. With our expertise, your brand can truly be a part of the cultural conversation, making it pop in the best way possible.
Whether it’s creating captivating social media content, aligning with trending topics, or addressing pertinent social issues, the Digital Media Calendar is your ideal partner in achieving and maintaining cultural relevance. Join us on this exciting journey to elevate your brand’s visibility and impact in today’s dynamic landscape. Together, we’ll make your brand not just current but culturally significant.
Cultural relevance is crucial because it helps brands connect with their audience on a deeper level. When brands align with pop culture trends, they show they are in touch with what matters to their customers. This fosters stronger connections, engagement, and loyalty.
To leverage pop culture effectively, brands should not only appear current but also genuinely be up-to-date. This means understanding and integrating with social issues and movements that matter to their target audience. Brands should also create relatable, entertaining, and helpful content, and join trending conversations.
Certainly! Nando’s, a peri-peri chicken restaurant chain, is an excellent example. They consistently incorporate trending topics, pop culture, and socio-political events into their marketing. One notable campaign involved cleverly tying their peri-peri sauce to South Africa’s power cuts, which sparked engaging conversations on social media.
Digital Media Calendar specializes in crafting innovative and trend-savvy marketing campaigns. We work with brands to develop content and strategies that resonate with the latest pop culture trends and social issues, ensuring that your brand is culturally relevant. Our expertise helps your brand join the cultural conversation, making it pop in the best way possible.
By partnering with Digital Media Calendar, brands can anticipate increased engagement, higher website traffic, better audience understanding, the creation of strong connections with customers, and humanizing their brand. We help brands subtly integrate sales opportunities within their social engagement, making marketing more effective.
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