Wherever you look on social media, it’s unlikely you’ll be able to escape scrolling past a meme. However, it is worth taking note as these funny, often ridiculous, images have transformed the social media strategy of countless brands.
At a time when many aim to avoid ads at all costs, marketing with humour and familiar media can help to engage those hard-to-reach consumers. When done right, memes provide a great opportunity for brands to go viral without additional cost. But its lifespan is fleeting, so using memes in your marketing means it is important to remain agile and reactive.
To show just how powerful meme marketing is, we’re taking a look at the best brand creations from 2021:
Bernie Sanders' Mittens
High-profile events nearly always provide meme-worth collateral and last January at Joe Biden’s presidential inauguration, Bernie Sanders became the viral star of the day. Wearing a cosy jacket, patterned mittens and a face mask, Sanders looked strikingly casual amid a sea of formal suits and couture gowns. But it was one moment with Sanders reclined on a fold-out chair and his arms crossed, that really captured the internet’s imagination. The image sparked thousands of memes, with Sanders edited into new locations and situations. From Lancashire Cricket Club to Coronation Street, brands jumped at the chance to bring Sanders into their world and tap into that magic virality.
Insight: Pay attention to high-profile cultural events, as you can always count on a viral moment. Recently brands have started live-tweeting while watching award events and TV shows. It provides a great opportunity to stay relevant with your audience while increasing your engagement and brand sentiment.
"You have no authority here, Jackie Weaver"
If 2021 could be summed up in one sentence it would be "You have no authority here Jackie Weaver”.
In February a video of a Zoom meeting of councillors from Handforth Parish Council went viral. It was councillor Jackie Weaver who stole the spotlight by kicking the chairman off the call and declaring herself “Britney Spears”, among other things. The video gained millions of views and the event was satirised by news outlets, internet users and TV shows.
BT was quick to swoop in and capitalise on Weaver’s newfound fame. The telecom giant worked with Jackie on their Tech Tips series to create some social content on how to properly run a virtual meeting. A creative, and unique way to get involved in a much-talked-about moment.
Insight: Just because memes don’t sit well with your brand personality, doesn’t mean you can’t get involved in other, more creative ways. Like this example from BT, look at how your brand can capitalise on viral moments while remaining authentic and offering value.
#FreeCuthbert
In April, ALDI hit the headlines after Marks and Spencer claimed that the discount retailer's Cuthbert the Caterpillar cake was too similar to its Colin the Caterpillar cake. Aldi, in its typical cheeky fashion, responded with a series of tweets using the hashtag #FreeCuthbert which snowballed into a highly-responsive social media campaign. User-generated content racked up millions of shares, protests were held outside M&S, Cuthbert appeared on TV shows, and brands, charities and celebrities added their voices to the conversation. The campaign eventually won the 2021 Marketing Week Masters award for Social Media, becoming one of Aldi’s biggest stories to date. Round two of Aldi vs. M&S is set to begin, with M&S taking Aldi to court over their similar glitter-flecked gin liqueur, will this be the start of another meme storm?
Insight: Some playful interaction with competitors on social media can be beneficial for both parties (though, we’re not sure M&S would call this ‘playful’). Aldi do it well with their humorous jabs at M&S and other retailers. However, it’s important note, this doesn’t work for all brands and it should be approached with caution. The interaction should be light-hearted and mutual - otherwise it may do more damage than good.
It was coming home
In July it was “coming home” (well, it was supposed to be). For the first time since 1966, England reached the final of a major football tournament, and the whole world knew about it. The start of July was dominated by “it’s coming home” – the catchphrase that would birth thousands of memes. From Tesco and Iceland to Specsavers and Purplebricks, brands saw the marketing potential and quickly jumped at the chance to be part of the conversation.
But one of the more creative activations came from IKEA, which introduced a brand-new product for the momentous occasion. The Swedish furniture giant released a cup shaped like the Euro 2020 trophy, naming the product “Kømmӧnengland”. When conversation around the topic was overcrowded and saturated, this unique activation allowed IKEA to cut through the noise and take its share of voice.
Insight: When it comes to large cultural events and memes surrounding them, look at your products and services for opportunities to get involved in a different way. Consider offering unique versions of products or service packages that relate to the meme or event. This approach can generate some valuable press coverage, as well as social media chatter.
Certified Meme Boy
Before even releasing his highly-anticipated album “Certified Lover Boy”, Drake set the internet alight by releasing the Damien Hirst designed cover art for said album. The simple design depicted 12 diverse pregnant women emojis holding their bellies. The artwork sparked much debate and has become one of the most controversial, and talked-about, album covers of all time. Brands including Adobe, Crocs and Trojan jumped at the opportunity to make their own memes and capitalise on the hype. Though, towards the end of the meme-cycle, users became tired, branding it as “cringe”.
Insight: If you’re planning to jump on a meme, make sure you do so quickly or you risk looking dated and annoying users who have already moved on. For a reactive marketing strategy to be a success, having a quick sign-off process in place is vital.
The Red Flags
If you’re an avid Twitter user, you may have noticed your timeline flooded with red flag emojis in October (though, as often happens, it did eventually leak over to Instagram, Facebook, and even LinkedIn). Users took to social media to share their “red flags” (warning signs), on a host of topics, and the result was one of the most relatable trends of the year. In a single day, Twitter reported that 1.5 million tweets went out containing the red flag emoji, a massive 455% increase vs. its typical use.
Insight: Always think of your target audience when working with memes. Ask yourself – what will they find relatable? What turns them off? Is this authentic to your brand?
Queens of Pop
November was a big month for pop music. Taylor Swift re-released her critically acclaimed album Red (Taylor’s Version this time), and Adele released her long-awaited album “30”. Brands were ready to jump on the conversation around both music releases and paint themselves as relatable and “human”.
Insight: Brands love memes for their ability to paint them as relatable and approachable. Think about how you can relate to your customers and their emotions on another level.
Spotify Wrapped
If you’re a Spotify user, you likely spend the year counting down to your Spotify Wrapped in December. Social media timelines become inundated with people sharing screenshots of their listening habits and most listened to songs of the year. The data-driven campaign is always hugely popular, and brands jump at the chance to take their share of engagement.
From Netflix to Tinder, Spotify Wrapped generated some great memes, and not to mention relatable UGC, like this great post from Jack Appleby.
Insight: Brands are quick to fill their content calendar with “awareness days” but often fail to capitalise on other key events. Keep a calendar that features high-profile cultural events such as key album releases, award shows, returning TV shows, and indeed, Spotify Wrapped.
And finally...
The meme world is fascinating and unpredictable. The only thing that is certain is that you can’t predict what the next viral trend will be. It’s important to note that memes don’t work for everyone and should only be used after much thought and consideration. Social media users are quick to notice, and call out, inauthentic brands that are simply jumping on the bandwagon to sell products. So, remember to always consider your brand personality and audience before sharing.
If you want to develop a more reactive social media output, or refine your brand’s social media strategy, please get in touch.