Pop culture reaches almost everyone in some way. You may never have participated in The Handmaid’s Tale craze, and you may not care who died in the latest Marvel movie, but your audience might. Marketers can reach their target audience on a deeper level using pop culture, which often involves something the individuals in your audience enjoy and love. The key is to recognise that love and capitalise on it: turning pop culture craze in your favour.
For example, this year, Game of Thrones paid its way by delivering Foxtel’s largest ever audience for a single show. The series’ final episode delivered a massive overnight linear audience across all airings of 1.076 million viewers - the largest overnight audience in Australian subscription TV history. There’s an opportunity for something incredible in those statistics, don’t you think? Cutting through the clutter is becoming increasingly difficult, but the clever creatives and marketers were the ones who saw an opportunity in Game of Thrones.
There’s more competition to create engaging content, and we have just a few seconds to capture the audience’s attention - so in this day and age, playing on what our audience is already engaged in is crucial. Leveraging on the Game of Thrones phenomenon by investing in creative campaigns that reach their customers? Smart move. Take, for example, this Aldi campaign.
What makes it so memorable? Well, thinking from a consumer’s point of view helped Aldi figure out how their brand could join the conversation. Questioning the virality and asking yourself: will this garner commentary from your audience? Is it highly shareable? This Is the very first step. There is real, hard data to suggest that even in the most elaborate marketing approaches, it is infusing your campaign with a reference to current popular trends that can make it go the extra mile.
The era of Game Of Thrones may be over, but with talks of a prequel and new crazes cropping up every week, there’s always opportunity to capitalise on the power of pop culture. It may even pay to reference some of the more classic and ageless examples of pop culture - think Seinfeld or The Simpsons. Collaborative Marketing recently harnessed the power of classic pop culture with their “Beef Your BT-50” Campaign (you’ll have to watch the video for yourself to appreciate the reference). The campaign saw the Grand Prix Mazda Aspley landing page increase by over 1000%, and shifted the website page ranking from 28th to a 6th most viewed in only a month - proving that audiences do indeed have an inclination to receive pop culture references with enthusiasm.
Incorporating current pop culture trends in your marketing strategy will ensure increased success with specific demographics, such as die-hard fans (think Star Wars enthusiasts or the Harry Potter fandom) or particular age groups. It allows you to remotely deepen your relationship with your audience, and even reach an entirely new one. If you are looking to add that little bit of oomph to your marketing campaign, why not try looking for inspiration around you first? Pop culture is all around us, and it gives us the opportunity to connect and relate to our audience more easily and more directly.
At Collaborative Marketing, there is only one thing we say to bad marketing campaigns: not today. If you know nothing about creating a creative campaign, Jon Snow, then drop us a line at firstname.lastname@example.org. Engaging and creative campaigns are coming.