In the world of advertising, does timing play a crucial role? No matter how great your ad campaign is, if it is not delivered at the right moment, it will fail. The right technique and timing are essential to achieving great results. Hence, moment marketing is so important.
The purpose of this post is to provide examples and case studies of moment marketing that can be applied to different industries. Be sure to stick with us till the end, and you will be able to take your marketing strategies to the next level.
💡 What Is Moment Marketing?
Moment marketing is a strategy that involves identifying and capitalizing on relevant and timely events, trends, and cultural moments in order to connect with consumers on a deeper and more emotional level.
The goal of this marketing is to create campaigns that are highly relevant and engaging for consumers by tapping into their current interests and emotions. This can include real-time marketing, event marketing, seasonal marketing, door gebruikers gegenereerde inhoud campaigns, influencer marketing, location-based marketing, and hashtag campaigns.
Moment marketing allows brands to be more creative and flexible in their campaigns, as they can capitalize on current events, trending topics, and cultural moments and increase their reach, engagement, and return on investment.
🏆 Importance & Benefits Of Moment Marketing
Moment marketing is a strategy that involves identifying and capitalizing on relevant and timely events, trends, and cultural moments in order to connect with consumers on a deeper and more emotional level. Some benefits of this marketing approach include:
👉 Increased Engagement: By tapping into timely and relevant events, moment marketing can help increase engagement and interest in a brand or product.
👉 Greater Reach: By capitalizing on trending topics or cultural moments, brands can reach a wider audience and increase their visibility.
👉 Improved Customer Loyalty: By demonstrating that a brand is aware of and responsive to current events and trends, this marketing strategy can help improve customer loyalty and trust.
👉 Increased ROI: When executed effectively, moment marketing can lead to increased brand awareness and sales, resulting in a higher return on investment.
👉 Creativity & Flexibility: Moment marketing allows for flexibility and creativity in campaigns, which can bring a fresh perspective to a brand.
It’s important to note that the approach should be executed carefully, as it can be risky if it appears inauthentic or out of touch with a particular moment.
📣 10 Examples Of Moment Marketing That Created Huge Impact!
Over the years, many brands have successfully used moment marketing to connect with their audience and create a buzz around their products or services. In this context, we will discuss 10 examples of moment marketing that created a huge impact, highlighting how these brands seized the moment to create successful campaigns.
1. Coca-Cola’s ‘Share a Coke’ Campaign
Coca-Cola’s 'Deel een cola' campaign in 2013 was a moment marketing success story. By personalizing their products with individual names and encouraging customers to share a Coke with someone they care about, Coca-Cola was able to create a unique and engaging campaign that resonated with consumers.
The use of social media also helped to generate buzz around the brand and increase sales. The campagne resulted in more than 150 million personalized bottles sold in the United States alone and a 2.5% increase in sales volume in the United Kingdom.
The success of the campaign highlights the importance of this marketing approach in creating personalized, engaging experiences that connect with consumers.
2. McDonald’s ‘McRib’ Campaign
McDonald’s ‘McRib’ campaign is a classic example of moment marketing. The McRib sandwich was originally introduced by McDonald’s in 1981, but it was only available for a limited time each year. In 2014, McDonald’s launched a marketing campaign for McRib that focused on the limited availability of the sandwich.
The campaign included a variety of tactics, including social media posts, TV commercials, and digital ads. The ads and posts featured the tagline “The McRib Is Coming Back,” and encouraged consumers to visit their local McDonald’s restaurants to try the sandwich before it was gone.
The campaign was highly successful, generating a significant increase in sales for McDonald’s. The campaign was also effective in creating a sense of urgency among consumers, encouraging them to visit McDonald’s restaurants to try the sandwich before it was no longer available. This is also another great example of a FOMO-marketing strategy.
3. Starbucks ‘Red Cup’ Campaign
Starbucks’ ‘Red Cup’ campaign is a moment marketing campaign that was launched in 2015 to coincide with the holiday season. The campaign involved the release of Starbucks’ annual red holiday cups, which are used to serve their holiday beverages.
The campaign was designed to create a moment of anticipation and excitement for customers and to encourage them to share their experiences on social media. Starbucks used the hashtag #RedCupContest to encourage customers to share photos of their red cups on social media, with the chance to win prizes.
The campaign was a huge success, with more than 40,000 entries and over 2.3 billion impressions on social media. The campaign helped to create a buzz around the brand and drive sales, with customers eagerly anticipating the release of the red cups each year.
4. Nike’s ‘Just Do It’ Campaign
Nike’s ‘Just Do It’ campaign is one of the most iconic and successful advertising campaigns in history. The campaign was launched in 1988 and featured a series of TV ads, print ads, and billboards featuring famous athletes such as Michael Jordan, Bo Jackson, and John McEnroe.
The campaign was a huge success, and Nike’s sales increased from $877 million in 1988 to over $9 billion in 1998. In addition, Nike’s market share increased from 18% to 43% during the same period.
One of the reasons why the campaign was so successful is because it tapped into the cultural zeitgeist of the time. The 1980s and 1990s were a time when fitness and sports were becoming more popular, and Nike’s ‘Just Do It’ campaign tapped into this trend by promoting the idea of pushing oneself to achieve greatness.
5. Old Spice’s ‘The Man Your Man Could Smell Like’ Campaign
Old Spice’s ‘The Man Your Man Could Smell Like’ campaign was a highly successful example of moment marketing. The campaign featured a series of humorous and memorable ads that targeted men and women, emphasizing the importance of using Old Spice products to smell good and be attractive.
The campaign was launched during the 2010 Super Bowl, with a commercial featuring actor Isaiah Mustafa. The commercial quickly went viral and became a cultural phenomenon, with over 40 million views on YouTube within a week of its release.
The campaign was a huge success for Old Spice, resulting in a 107% increase in sales of Old Spice body wash in just one month. The campaign also generated over 1.4 billion impressions on social media and won numerous awards, including a Grand Prix at the Cannes Lions International Advertising Festival.
6. Snickers’ ‘You’re Not You When You’re Hungry’ Campaign
Snickers’ ‘You’re Not You When You’re Hungry’ campagne was launched in 2010 and has been an ongoing success for the brand. The campaign features humorous ads that show people acting out of character due to hunger and then eating a Snickers bar to return to their normal selves.
The ‘You’re Not You When You’re Hungry’ campaign has also had a significant impact on Snickers’ sales. According to a case study by Mars Inc., the parent company of Snickers, the campaign has led to a 15.9% increase in sales in the United States since its launch. The campaign has also been successful internationally, with a 22% increase in sales in the United Kingdom en een 27% increase in Australia.
7. Domino’s Pizza’s ‘Tweet for Pizza’ Campaign
Domino’s Pizza’s ‘Tweet for Pizza’ campaign was launched in 2015 and allowed customers to order a pizza by simply tweeting a pizza emoji to the company’s Twitter account.
This campaign was a huge success, with over 500,000 tweets sent and more than 200,000 pizzas ordered through the promotion. Additionally, the campaign generated over 1.5 billion media impressions and received numerous awards in the advertising industry.
De ‘Tweet for Pizza’ campaign is considered an example of moment marketing because it leveraged a cultural moment (the popularity of emojis) to engage with customers and create a unique, memorable experience.
By capitalizing on a trend and making it easy for customers to order pizza, Domino’s Pizza was able to increase brand awareness, drive sales, and create a strong connection with its audience.
8. Mastercard’s ‘Priceless’ Campaign
Mastercard’s ‘Priceless’ campaign was launched in 1997, and since then, it has become one of the most successful marketing campaigns of all time. The campaign focuses on the idea that some experiences cannot be bought, and for everything else, there’s Mastercard.
The campaign was a massive success, and it helped Mastercard to become one of the most recognizable brands in the world. According to an Annual Report, the brand value increased from $5.5 billion in 1997 to $7.5 billion in 2002.
As for the moment marketing aspect, the campaign was able to tap into cultural moments and events, allowing Mastercard to connect with its audience on an emotional level. For example, the company created ads that showed people experiencing priceless moments such as meeting their favorite sports heroes or spending time with loved ones.
One of the most successful moments of the campaign was during the 1998 World Cup. Mastercard created an ad that featured Brazilian soccer legend Pele, and the tagline was ‘Priceless: Seeing Pele score a goal. For everything else, there’s Mastercard.’ The ad was a huge success, and it helped Mastercard to become one of the most recognizable brands in the world.
In conclusion, Mastercard’s ‘Priceless’ campaign is a classic example of moment marketing. It tapped into cultural moments and events, and it created an emotional connection with the audience. The campaign was hugely successful, and it helped Mastercard to become one of the most recognizable brands in the world.
9. Samsung’s ‘The Next Big Thing’ Campaign
Samsung’s ‘The Next Big Thing’ campaign was a successful moment marketing campaign that aimed to capitalize on the hype around Apple’s iPhone launches. The campaign was launched in 2011 and featured a series of ads that poked fun at Apple and its fans while promoting Samsung’s Galaxy S II smartphone.
The campaign was considered a massive success, with Samsung’s sales increasing by 22% in the third quarter of 2011, and the Galaxy S II becoming the best-selling smartphone in the world in the same year.
Furthermore, Samsung’s use of humor and parody in the ads helped the campaign go viral, with many people sharing the ads on social media and other online platforms. Overall, Samsung’s ‘The Next Big Thing’ campaign is an excellent example of moment marketing done right, and its success has cemented the campaign’s place in marketing history.
10. Apple’s ‘Think Different’ Campaign
De ‘Think Different’ campaign launched by Apple in 1997 was a highly successful marketing campaign that repositioned the brand as innovative and creative. The campaign featured a series of ads with famous historical figures, such as Albert Einstein and Martin Luther King Jr., and the tagline ‘Think Different.’
According to a case study by Forbes, the campaign led to a 20% increase in sales for Apple in the first year alone and helped the company regain market share from its competitors. The campaign also won numerous awards, including a Cannes Lions Grand Prix.
🎁 Bonus: Best Moment Marketing Strategies You Can Follow
There are several strategies that brands can use to effectively execute moment marketing campaigns. For example,
⏰ Real-time Marketing: This involves quickly identifying and responding to current events and trends in real-time, such as during a major news event or cultural moment.
💡 Seasonal Marketing: This strategy involves creating campaigns that align with specific seasons or holidays, such as Christmas, Valentine’s Day, or Halloween.
👏 Event Marketing: This strategy involves creating campaigns that are tied to specific events, such as the Super Bowl, the Oscars, or a concert tour.
🤝 User-generated Content: This strategy involves encouraging customers to create and share content related to a brand, such as through social media contests or challenges.
👌 Influencer Marketing: This strategy involves partnering with social media influencers to promote a brand or product to a specific audience.
📍 Location-based Marketing: This strategy involves targeting consumers with specific messages based on their location, such as through geofencing or beacons.
#️⃣ Hashtag Campaigns: This strategy involves creating a specific hashtag for a campaign and encouraging customers to use it on social media.
It’s important to note that the best moment marketing strategy will vary depending on the brand, the target audience, and the specific moment or event being capitalized on.
🤝🏻 Moment Marketing: Build Instant Connection With Customers
While mastering moment marketing can be challenging, it is still achievable. By using proper techniques, staying updated on current events, and customizing campaigns for your intended audience, you can use this marketing approach to build meaningful connections and boost conversions.
In addition, numerous brands and individuals have found success with this technique, offering helpful examples to follow. What’s your favorite moment marketing campaign? Share your thoughts in the comments section. To get more marketing tips and tricks, abonneer op onze blog en sluit je aan bij onze Facebook-gemeenschap.