I was in euphoria (pun intended) this week, literally and figuratively, as I rocked out to Kendrick Lamar's concert - from the comfort of my couch! This concert wasn't just a regular show; it was a masterclass in brand marketing and awareness. Kendrick didn't just deliver a historic live performance; he debuted on Amazon Prime at no charge, and it was live-streamed to millions. This strategy, seamlessly blending live events with digital streaming, is a brilliant example of leveraging recent notoriety to expand a fan base.
Just like many consumer brands, Kendrick Lamar capitalized on his current cultural relevance. His concert reached new audiences, merging the physical and digital realms to create a buzz that transcended traditional marketing boundaries.
How has this been executed in the CPG world? A great example of a major brand using news-making events to amplify awareness is Nike. When Nike signed Colin Kaepernick for their “Just Do It” campaign, they didn’t just create a commercial. They tapped into a national conversation, using the campaign to promote their brand values and engage with their audience on a deeper level. The result? A surge in social media engagement, increased brand loyalty, and a boost in sales. You can debate how much this actually changed the national conversation, but there is no debating what it did for Nike and Colin Kaepernick.
So, how can brand owners replicate this strategy?
Capitalize on Timely Events: Align your brand with current events or cultural moments that resonate with your target audience.
Utilize Multi-Channel Promotion: Don’t limit yourself to one platform. Use social media, live streams, and traditional media to maximize reach.
Engage Your Audience: Create interactive content that invites participation. Use polls, live Q&A sessions, and user-generated content to foster a community around your brand.
Leverage Influencers and Partnerships: Collaborate with influencers or partners who can amplify your message and reach new audiences.
Monitor and Adapt: Use analytics to track the success of your campaigns and be ready to pivot your strategy based on what works best.
For those looking to implement these strategies, here are some recommended resources and apps:
Hootsuite for social media management.
Canva for creating engaging visual content.
Google Analytics for tracking and analyzing campaign performance.
Mailchimp for email marketing campaigns.
Zoom or StreamYard for live streaming events.
As a big believer in this strategy, I am excited to announce the upcoming launch of my new video podcast, The Brand Blueprint. One of my goals for this show is to help drive awareness of all the dynamic new founders doing innovative things in the product brand space. This is a tactic that every brand and founder should consider more seriously.
So, go out and check out The Brand Blueprint, and follow us on your favorite podcast and social media platforms. And as always, if you need help creating similar awareness-driving programs, reach out to VGP. We're here to help you make your brand unforgettable.
Ready to amplify your brand’s awareness? Contact Value Growth Partners today to start creating innovative marketing strategies that make an impact!
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