27/08/2018 - Social Summary
Brands disrupt. Brands get disrupted.
Brands are born. Brands that.
And like pop culture, the faster they rise to celebrity status, the harder they fall if they do not keep innovating and adapting the brand – and in business, no sector escapes. You name it.
Think Blockbuster & Netflix. PanAmerican Airlines & Fly Emirates, MSN Messenger & WhatsApp, Kodac Photography & Apple, General Motors Cars & Tesla. Just like new ones like Napster & Spotify or MySpace & Facebook. These names will never touch the ears or lips of our fruitful millennial or Z generation.
The point is brands must stay relevant or face-up to slow and often painful death. The FMCG industry is no different. In today’s social scoop we look at two brands who have each recently held a modern social media in order to survive. Instagrammable and social-pop-culture brands!
When it comes to brand tone of voice, it’s arguably no one who does it better than Wendy’s after its 2017 social rebranding – watch it here.
But how did Wendy activate social media to transform their image from ‘old fashioned hamburgers’ to America’s most loved social media brand?
And what can we learn from the high-schooler who asked for a year of free chicken nuggets? Let’s deep dive.
Marketing lessons from Wendy’s campaign activation
When footfall begins to decline for an aging brand one must ask pertinent questions: Are we becoming outdated? Where is our consumer going to buy? Which channel are they consuming content? How can we still be relevant in their lives? How do I make it easier for them to buy? And how do I keep my quality service/product relevant to them?
Häagen Dazs the answer to this questions was yes for them – so they rebranded – following a one word letter: ‘Instagrammable.’one word brief: ‘Instagrammable.’
Click here to see the measures our luxury ice-cream manufacturer has taken care of and that is what we can learn from it.
What can marketers learn from the Häagen Dazs social rebrand?
Answer below : which is your top social media brand activation from the two discussed today? Share it with us on social media! We would love to know your feedback!
Feeling hungry yet J