A marketing moment is a way for brands to leverage what is happening in the media to engage with their consumers and increase brand awareness. It’s an excellent way for brands to insert themselves into ongoing conversations and shine a light on a new product, service, or a chance for them to make public their mission and values. This strategy is a considerable risk because it may not always work; brands need to be strategic on which moments they should capitalize!
A great example of a brand using a “moment” for their marketing efforts was Nike’s Colin Kaepernick 2018 ad campaign around social justice. As discussed in class, this was a considerable risk for Nike to take a firm political stance, and there was a chance that it would backfire. However, the opposite happened; more people than not approved of the new ad campaign, according to a Quinnipiac University poll. According to a Bloomberg report, this ad campaign ended up creating $43 million in media buzz for the sportswear company.
As stated before, using marketing moments can be a risk to brands and may not yield the results expected. You can see this in FashionNova’s “stimulus” text campaign. 2020 was a year that no one expected, and we are still learning how to live with the effects of the COVID-19 pandemic. The fast-fashion company used the government-funded stimulus package to highlight a massive sale by sending out mass texts to consumers, encouraging them to use that money on their website. They received significant backlash from consumers for this allegedly tone-deaf campaign. Even with the backlash they received last year, they still decided to run another similar campaign this year which has also received hate on social media platforms, especially Twitter.
This is why marketers need to take extra care when creating a moment marketing campaign. The only way for this tool to work effectively if it is being used authentically and strategically. Here are some tips for marketers to keep in mind as they start to build a campaign around a media trend or a moment in history.
Nowadays the best way to engage with consumers is to meet them where they are at and moment marketing helps you do that in a way that is innovative.
Boren, Cindy. “Nike’s Colin Kaepernick Ad Campaign Gets More Yeas than Nays from Young People.” The Washington Post, WP Company, 29 Apr. 2019, www.washingtonpost.com/news/early-lead/wp/2018/09/13/colin-kaepernicks-nike-ad-campaign-gets-more-yeahs-than-nays-from-young-people/.
Chochrek, Ella. “Fashion Nova Is Facing Backlash after Sending a Text Encouraging People to Spend Their Stimulus Checks on the Brand’s Products.” Insider, Insider, 16 Apr. 2020, www.insider.com/fashion-nova-stimulus-check-text-backlash-2020-4.
Nichole, Kayla. “Black Twitter Slams Fashion Nova For Stimulus Check Sale.” Two Bees TV, 17 Mar. 2021, www.twobees.org/fashion-nova-stimulus-check-sale/.
Prakash, Preeti. “How Top Brands Leverage Moment Marketing And How You Can Too (Examples & Insights).” WebEngage, 22 May 2020, webengage.com/blog/moment-marketing/.