Photo credit: Tamanya Garza, Anaheim, CA 2015
A Disturbance in the Force
Pretty universally, digital marketers are working – and working hard – to discover what their audiences find “relevant” every single day. They are A/B testing, measuring reach, and sometimes being penalized by social networking sites for posting content that was not only irrelevant but altogether terrible. But every once in a while we get the gift of a highly relevant, ready-made event that gets social media sites all atwitter and begging for fun content from brands. Think the birth of Princess Charlotte Elizabeth Diana. Think Mother’s Day. Think #MayThe4thBeWithYou.
These events, which boast a shared relevance across many different demographics, can be a fantastic opportunity to get your social media posts in front of new eyes. It is also a great way to make your core audience laugh, “awwww” or remind them that there is a real person on the other side of the computer screen that shares their values and loves of social media just like they do. If you ensure your content is funny, beautiful or inventive you can also cash in on shares and retweets at a rate higher than many of your other posts. You love it. We know.
Sounds Harder Than Arguing With a Wookie
It’s not. Sure, some companies spend thousands of dollars on stunning graphics and highly-produced YouTube videos but that isn’t the only way to have an impact. Going back to our last blog post, what are your core values? Whataburger, a burger chain known for their convenience and customer service, built an At-At out of ketchup packs for #StarWarsDay 2015. To the untrained eye it’s just a clever image, but to customers, it’s a reminder that Whataburger brings condiments right to your table – an extra bit of customer service you won’t get at Burger King or McDonalds. Find a way to marry your quirky sense of humor and what your customers value most and you’ll be racking up the retweets faster than you can say #awesome.
What Would Han Solo Do?
When creating content for one of these events ask yourself what everyone’s favorite intergalactic outlaw would do. With his sexy swagger, great timing and highly recognizable jawline Han Solo can be a great guide. Do something a little different, a little sexy or a little bold. Make sure the timing is right. It is easier for your audience to view (and share) images or videos during the work day? Think about it. Finally, make sure whatever you create is still highly-identifiable with your brand and says something smart about what you do. Here are some great examples at every price point from 2015:
#MayThe4thBeWithYou, Get Your Brand On 2015:
Pandora Ad for Mother’s Day That is Making Everyone Ugly Cry: