Moment marketing has become a buzzword in the advertising industry in recent times. It refers to the practice of creating and delivering marketing messages that are relevant to the current situation or circumstances of the target audience.
In simpler terms, it is a strategy that involves capitalizing on a particular moment or event to engage with customers and create a more personalized experience.
Top brands across the world have been leveraging moment marketing to connect with their customers and drive engagement.
One popular example is Oreo, which capitalized on the 2013 Super Bowl blackout by tweeting “You can still dunk in the dark” along with a cleverly designed image of an Oreo cookie. This simple moment marketing tactic generated over 15,000 retweets and helped Oreo gain significant social media traction.
Another example is the famous “Dunk in the Dark” tweet by KitKat during the 2014 Super Bowl blackout. The tweet received over 41,000 retweets and helped KitKat gain immense brand visibility and engagement.
In India, moment marketing has gained significant traction in recent years, with big brands like Amul, Fevicol, and Zomato using it effectively.
In this blog, you will learn how to use moment marketing as leverage for your D2C growth, and how the big brands are pulling it off successfully.
Let’s get going!
What is Moment Marketing? A Digital Marketing Strategy for Fast ROI
In simplest terms, Digital marketers who can quickly spread well-timed and appropriate messages on multiple channels while creating new and creative campaigns that are both relevant and on-brand can ride the wave of consumer attention with great success.
Honestly, there is no one fixed definition of what is moment marketing. Moment marketing meaning can vary for brand-to-brand and case-to-case, though the underlying principle of timeliness and relevance is universal.
Rather than focusing on long-term returns, digital marketers are seeking quick solutions and instant returns on smaller budgets. This is why many brands are turning to moment marketing to keep up with current conversations.
Global brands such as Google, Nike, Twitter, Netflix, and Reebok have all embraced moment marketing as an opportunity to not only support engaging and intriguing topics but also to trend their own brand messages across multiple channels. These brands are leveraging moment marketing to its fullest potential by creating creative campaigns around trending topics with confidence.
Moment Marketing Examples in India to Inspire You
If you are still wondering what is moment marketing, here are some examples;
Zomato, a popular food delivery app in India, leverages moment marketing to create personalized campaigns tailored to specific events or occasions. For example, during the Indian Premier League (IPL) season, Zomato created a campaign with cricket-themed banners and discounts on food delivery. This helped them tap into the excitement surrounding the event and increase customer engagement. By using moment marketing, Zomato was able to connect with its audience in a relevant and timely way, boosting brand awareness and customer loyalty.
Amul has been using moment marketing as a marketing technique for a long time, which has proven to be evergreen. In the early days of their marketing efforts, they focused on outdoor advertising because print and television advertising was expensive. Today, the brand has a well-recognized digital footprint on Facebook, Instagram, and Twitter, and they continue to use moment marketing to great effect.
One of their most iconic campaigns was during the 2016 US Presidential elections, where they released a cartoon showing a cartoon version of Donald Trump and Hillary Clinton fighting over a block of Amul butter. The ad quickly went viral and was shared across social media platforms, generating a lot of buzz for the brand. This is a great example of how moment marketing can help brands stay relevant and capitalize on current events.
#3. Uber India
Uber India’s moment marketing example is a great story about how brands can leverage current events and cultural moments to create engaging marketing campaigns. In 2016, the Indian government demonetized certain currency notes, leading to a cash crunch in the country. Uber quickly responded by launching a #DitchYourWallet campaign, encouraging people to use their Uber app to pay for rides instead of cash.
This campaign was a huge success, as it resonated with people who were struggling with the cash crunch and looking for convenient ways to pay for things. By leveraging a cultural moment and providing a solution to a problem, Uber was able to create a memorable and effective marketing campaign.
#4. Fevicol (Pidilite)
Fevicol, an adhesive brand in India, is known for its humorous and creative advertisements. One moment marketing example from Fevicol is when they capitalized on the release of the movie “Baahubali 2: The Conclusion” by creating an ad that showcased their adhesive’s strength by using the tagline “Baahubali Strong”. This ad was shared widely on social media and helped Fevicol gain more brand recognition and engagement.
In the next few years, moment marketing examples in India will lead the front row in brand marketing success globally.
Tips for Leveraging Moment Marketing for D2C Brands
Moment marketing is a strategy used by top brands to connect with their audience in real-time during significant events or moments. The goal is to create a relevant and engaging message that resonates with the audience and increases brand awareness.
Below are some tips you can use to create effective moment marketing campaigns;
Use Relevant & Engaging Content
Moment marketing is a technique utilized by top brands to remain current and keep their audience engaged. By covering current events and creating engaging content around them, brands can attract consumers who are also searching for the same information, which can boost organic SEO rankings. It’s a win-win situation that can be seen in various marketing examples in India and beyond.
Shareable Content is Potentially Viral Content
Moment marketing is a popular content strategy in digital marketing. This type of marketing involves leveraging current events or trending topics to create relevant, timely, and engaging content. By doing so, brands can connect with their audience on a deeper level, increase engagement, and potentially go viral – this is common to all moment marketing examples. With the help of insights, brands can better understand the demographics of their target audience and design their strategy accordingly, making it even more relatable.
Be a Witty Brand
Humor can be a great tool to connect with your audience and spark conversation. It can also give your brand a more humanistic persona. To appeal to local audiences, always keep your messaging as customized and local as possible. This is especially important when it comes to moment marketing, where relevance and timeliness are key.
The impact of meme marketing is undoubtedly immense, and its effects are only growing in the digital age. As the internet becomes more and more central to our daily lives, an increasing number of people are turning to online memes for entertainment and socialization. Memes are particularly popular among younger generations, including millennials and Gen-Z, who find them amusing, relatable, and shareable. This is why businesses are increasingly turning to meme marketing as a means of reaching these audiences.
One key advantage of memes as a marketing tool is that they allow for subtle advertising. Unlike more traditional forms of advertising, which can be seen as intrusive or annoying, memes can seamlessly integrate a marketing message into an otherwise entertaining or humorous piece of content. This makes them a particularly effective means of reaching younger audiences, who are often more skeptical of overtly promotional messages.
Be Authentic in Your Business and Brand Values
Brand authenticity is crucial in moment marketing, as consumers are increasingly seeking out genuine connections with brands. Moment marketing campaigns that are authentic and true to a brand’s values are more likely to resonate with consumers and establish trust. Brands should aim to create campaigns that are not only relevant to the current moment but also align with their overall brand messaging and values. This can help to create a lasting connection with consumers and build a strong brand reputation over time.
What Will Be Your Next ‘Moment’ for Marketing?
Moment marketing is a powerful tool that allows brands to connect with their audience in real-time, leveraging current events and trends to create engaging content. By staying on top of the latest trends and understanding what resonates with their audience, brands can create impactful campaigns that drive powerful results.
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