How to make money on hype: 5 “not”
Onegroup experts, co-authored by Anton Melnikov, Ilya Gromov and Ivan Sidenko, share examples from their professional experience in promoting companies using hype marketing tools, talk about the 5 main prohibitions in successfully planning and implementing an advertising campaign
The ability to catch a hype wave has become a trump card in the struggle of brands for the attention of the audience. High-hype advertising is distributed on a viral basis, allowing you to achieve huge coverage without increasing your budget. However, not all attempts to integrate into a popular context are successful. In fact, in order to “shoot,” an advertising campaign must be built on five “nots.”
1. Make no mistake with the goal: image and sales
Usually, hype affects sales indirectly: its main effect is to attract attention to the brand and increase its recognition. And this already in the long run leads to sales growth. Directly increasing the number of purchases on hype is possible only in the sphere of goods of impulsive demand – for example, with the help of promotional codes associated with a certain information line.
So, recently, one of our clients, a food delivery company, built his advertising campaign on a meme with an egg, which collected a record number of “likes” on Instagram. The number of customers who used the promotional code really led to a local sales boom. But for industries such as, say, insurance, automobiles or real estate, hype will only “work” on the image – simply because purchasing decisions in these areas are made according to a different principle.
2. Seize the moment: trinity in kokoshniks
To use hype for your advertising campaign, the main thing is not to miss the moment. Firstly, you must have a budget allocated specifically for such sudden actions. Secondly, you need to monitor all informational issues in a 12 by 7 format and try them on yourself: we have a special employee involved in this. And if in the near future some major event is expected (for example, a match of the Russian national team during the World Cup), you need to be prepared that within 12 hours you will have to create some kind of product in an emergency mode, right up to the video.
To catch a hype wave, it is important, as in surfing, to do this not too late and not too early. An hour after the appearance of the news feed, the audience simply does not “consider” your message – but a day later, on the contrary, the topic is already rotten. The age of the audience is also important: news usually reaches the older generation later, and for people under the age of 18, the event may lose its relevance in half a day.
During the Russia-Spain match at the World Cup, three fans in kokoshniks chewing hot dogs were shot. The Trinity instantly became a meme, which we used to advertise Megafon, changing and coordinating the company logo in 24 hours: three branded points were crowned with kokoshniks. The new logo, which aired in outdoor advertising and social networks, covered 17 million people, collected 10 million views and 40 thousand reviews.
There are hype occasions for which it is quite possible to prepare – these are holidays or large events. But here, not everything is clear: so, on the eve of the Rio Olympics, many domestic brands prepared advertising campaigns related to the upcoming Games, but after the disqualification of the Russian team, all the planned activities had to be curtailed.
As for the pre-holiday hype, when everyone is reckless to beat the celebration, there is a danger of merging with the activities of other brands. For example, the Barney brand traditionally dropped sales before the New Year, as competition increased significantly during this period.
To stand out from the competition, we decided to play in contrast: while everyone around us was giving gifts to children, Barney invited the children to congratulate friends and relatives themselves and placed gift-making kits inside the packages.
3. Do not offend the audience: politics and sexism
There are informational issues that are risky to use in any advertising campaign, regardless of the image that the brand adheres to. This includes tragic situations, disasters and controversial political issues. High-profile and debated events, such as a suspicion of Russian interference in US presidential elections, poisoning in Salisbury and White Helmets, did not appear in any advertising campaign: there was too much danger of causing negative, not to mention the threat of problems with the law. It is risky to use the reasons associated with the possibility of fraud or failure – for example, many brands did not beat the topic of cryptocurrency at the peak of its popularity, because they did not want to be associated with them in the event of a bitcoin collapse.
Successful hype advertising of one brand for another can be a failure, so you need to know your target audience well so as not to hurt its interests.