Ah, Halloween – that time of year when it’s socially acceptable to indulge in all things spooky, from gory costumes to haunted houses, and of course, pumpkin-flavoured everything.
Beyond the costumes and candy, Halloween presents a golden opportunity for marketers to tap into that spooky season energy and connect with their audience in new and creative ways. Let’s dive into some of the best Halloween marketing campaigns that have not only scared us, but also inspired us, with their use of different channels to grab attention and make an impact. Grab your candy, settle in, and prepare to be wowed by some truly ‘killer’ marketing.
IKEA: Monsters Not Included
Remember those childhood nights when you were absolutely certain a monster was lurking in your wardrobe? IKEA took this fear and turned it into marketing magic with their “Monsters Not Included” campaign. The premise? Monsters might be hiding behind your curtains, under your bed, or in your wardrobe, but thanks to IKEA’s affordable and cosy home accessories, you can rest assured that no monsters are included in the package.
What’s genius here is how IKEA taps into an almost universal fear—monsters under the bed—and flips it into something whimsical and playful. Not only do they reassure you that no scary creatures come with your new wardrobe, but they also slyly suggest a nightlight might do the trick for any lingering childhood terrors. Short, snappy, and spot-on.
Mars Wrigley: "Halloween It Like You Mean It"
If there’s one thing everyone can agree on during Halloween, it’s that sweets are non-negotiable. Mars Wrigley understood the assignment with their campaign, “Halloween It Like You Mean It,” which was basically a sweet-laden call to action for anyone even remotely thinking of skipping out on the holiday.
With an interactive website that included a ‘Handy Candy Calculator’ to help make sure you don’t run out of fuel for the trick or treaters, Halloween recipes, shopping links, and promo codes; this campaign ticked all the boxes. It wasn’t just about selling chocolate bars; it was about making sure your Halloween was fully stocked, stress-free, and, most importantly, sweet. Whether you’re team Twix or Snickers, Mars Wrigley has your back, ensuring you “mean it” this spooky season.
Liquid Death: Martha Stewart Dismembered Moments Candle
Martha Stewart… in a Halloween campaign? Liquid Death, a brand known for pushing boundaries, decided to team up with the queen of all things domestic to promote their Halloween-themed product: the Dismembered Moments Luxury Candle. Seriously, who doesn’t want a luxury candle in the shape of a dismembered hand? The commercial is a masterpiece in contrasts—Martha, as calm and composed as ever, sweetly introduces the candle amid screams, fake blood, and heavy metal music.
It’s the kind of bizarre, unexpected pairing that makes you do a double-take, and really grabs your attention. Chalk it up to Martha’s unflinching poise in the face of chaos, or Liquid Death’s ability to make canned water seem edgy. Either way, this campaign was a spooky hit, because what’s Halloween without a little dismemberment?
Skoda: Carving Pumpkins (and Cars)
Pumpkin carving? Pretty standard Halloween fare. Carving a Skoda car hood instead? Now we’re talking. Skoda’s Halloween ad played off childhood nostalgia, showing a young boy carving a pumpkin, only to flash-forward to his adult self carving the face into the hood of a Skoda.
It’s a simple concept, but incredibly effective. Not only does it tug at your heartstrings, but it also aligns perfectly with Skoda’s brand—focusing on creativity, craftsmanship, and a bit of fun. It’s Halloween for grown-ups, but with the same childlike joy of carving a pumpkin, only this time the “pumpkin” is a car.
SVEDKA: A Halloween Curse
Here’s the deal: we’ve all experienced ad fatigue, and Svedka knows it. So, what better way to break through the noise than by cursing your audience? The campaign starts with an ominous message: “By watching this, you’re now cursed.”, invoking online copypasta posts which drive engagement by threatening to curse the reader if they don’t comment & share. Sure enough, the only way to break the curse? Share the video with a friend.
It’s the kind of playful and slightly devious concept that fits perfectly with Halloween. By engaging the audience directly and making them part of the experience, Svedka turned a simple video ad into something memorable, interactive, and just a little bit creepy.
Oh, and by the way? By reading this blog post you are now cursed. Share this blog post with your social networks and we’ll get that taken care of for you. 😉
Netflix: "Netflix & Chills"
“Netflix and chill” has become a modern catchphrase, but for Halloween, the streaming giant put a spooky spin on it with their “Netflix & Chills” campaign. The concept was simple: use the popularity of the phrase to showcase some of their scariest shows and movies, like The Haunting of Hill House and 1922.
Sometimes, the best campaigns don’t need to be over-the-top. By playing off their own brand’s massive cultural influence, Netflix was able to remind viewers that when it comes to streaming horror, they reign supreme. All you need is a cosy blanket (and maybe some protection from whatever’s lurking in the shadows).
M&M x Ring: Trick-or-Treating Gets Tech-Savvy
What happens when you combine Halloween with cutting-edge tech? M&M and Ring created an innovative collaboration that took trick-or-treating to a whole new level. By teaming up with Ring doorbells, M&M’s ‘spokescandy’ Red, greeted trick-or-treaters with interactive challenges, pranks, and Halloween-themed games.
The best part? Ring users were encouraged to share videos of these interactions online, bringing a whole new layer of social engagement into the mix. It’s a smart way to integrate technology into a centuries-old tradition, all while making sure M&M’s stay top of mind.
Final Thoughts
From monster-filled closets to luxury candles, Halloween marketing campaigns prove that there’s no shortage of creativity when it comes to capturing the spooky season. Whether they’re tapping into childhood fears or using the latest technology to enhance a centuries-old tradition, brands continue to push the envelope on how they connect with audiences during Halloween.
So, as you’re carving your pumpkin or picking out sweets for trick-or-treaters, remember: there’s always a marketing team somewhere plotting their next spooky move. Happy Halloween!
Spring…there’s a surprise, it’s the perfect moment to reflect on our progress and celebrate achievements. This time of year is often a point of reflection with new budgets being set for the next year or a review of strategies placed in Q1.
So how are you doing? Are you on track to hit your goals in 2024.
For us, the first quarter has already slipped by, and if it’s any indication, we’re on a trajectory to a year filled with triumphs and growth.
At our agency, we’ve embraced a philosophy that’s proven to be a game-changer: the power of micro-goals.
This approach isn’t just about breaking down your grand vision into smaller, more manageable tasks. It’s a testament to how these bite-sized objectives can fuel remarkable outcomes, particularly in the fast-paced world of digital marketing.
The Science Behind Micro-Goals
The concept of micro-goals is deeply rooted in behavioural psychology. It draws from the principle that our brains are wired to seek and celebrate achievements, no matter the scale.
When we set and accomplish micro-goals, we experience a surge of dopamine, the feel-good neurotransmitter. This not only boosts our morale but also enhances our motivation, propelling us to tackle subsequent goals with increased zeal and focus.
In the realm of marketing, where every click, view, and engagement counts, leveraging micro-goals allows us to chart a course through the tumultuous waters of digital strategies with precision and adaptability.
Case in Point: E-commerce Success Story
Our recent experience with an e-commerce client illustrates the efficacy of the micro-goal method beautifully. During our initial Explore and Audit phase, we identified the product page content as the key area for improvement across the site.
Ultimately, there just wasn’t enough of the right type of content on each product page. A basic description and a few key bullet points. There was nothing to set them apart from any other competitor.
We then devised a content strategy segmented into weekly micro-goals, ensuring each task was actionable and aligned with our broader objectives. Over two months, this meticulous approach enabled us to craft and deploy over 60 pages of optimised content, setting the stage for an additional 100 pages.
Our process is methodical yet dynamic, adapting to the insights we glean at each step:
SEO Research: We dissect search trends and user behaviour to pinpoint opportunities.
Competitor Analysis with AI Support: Leveraging technology, we uncover gaps and advantages in our client’s market presence.
Content Team Writing: Our creatives translate insights into compelling, value-driven content.
SEO Team Uploading: Optimisation isn’t just about keywords; it’s about ensuring content resonates and ranks.
By the third month, our client witnessed a phenomenal 101% increase in top 10 SERP rankings—a clear testament to the effectiveness of focused, incremental efforts.
Why Micro-Goals Work in Marketing
Clarity and Focus – Micro-goals transform vague aspirations into clear, actionable steps, enabling teams to maintain focus and direction.
Agility – In the ever-evolving digital landscape, the ability to pivot quickly is invaluable. Micro-goals facilitate rapid adjustments based on real-time data and feedback.
Accountability – When objectives are delineated so precisely, it’s easier to track progress and hold each team member accountable for their contributions.
Momentum – Each small win builds confidence and momentum, driving teams forward with renewed energy and determination.
As we continue to navigate the year, we’re excited to apply the micro-goal methodology across our diverse portfolio of clients, each time refining and enhancing our approach to yield even greater successes.
Celebrating Every Victory
We encourage you to embrace the micro-goal approach, whether in marketing or any aspect of business and life. Celebrate every milestone, no matter how minor it may seem, for it’s the sum of these victories that culminates in grand achievements.
We’d love to hear about your experiences with micro-goals and how they’ve impacted your professional journey. Share your stories and let’s inspire each other to reach new heights.
Remember, the journey of a thousand miles begins with a single step—or, in our case, a micro-goal.
As the legal industry becomes increasingly competitive, law firms are searching for ways to differentiate themselves and attract more clients.
One effective strategy is content marketing, which involves creating and sharing valuable, relevant, and consistent content to attract and retain a defined audience. By providing helpful information and insights, law firms can establish themselves as thought leaders in their field and build trust with potential clients.
In this blog post, we will explore the power of content marketing for law firms, including why it’s important, how it can benefit your firm and best practices for creating a successful content marketing strategy. Whether you’re just starting out with content marketing or looking to improve your existing efforts, this post will provide valuable insights to help you succeed.
1. Building Trust and Authority Through Content Marketing
For law firms, building trust and authority is essential in order to attract and retain clients.
One effective way to accomplish this is through content marketing. By creating informative and valuable content that addresses the legal needs and interests of your target audience, you can establish yourself as a thought leader in your field and build a reputation as a trustworthy and reliable source of legal information.
To build trust and authority through content marketing, it’s important to focus on the needs and concerns of your target audience. This can involve creating blog posts, articles, videos, and other content that addresses common legal questions and issues.
Additionally, your content should reflect your law firm’s unique personality and brand values, so that potential clients can get a sense of who you are and what you stand for.
In addition to creating great content, it’s important to distribute it effectively. This can involve using social media, email marketing, and other tactics to promote your content and reach a wider audience.
By using a strategic approach to content distribution, you can increase your reach and build trust and authority with your target audience.
Slater and Gordon’s YouTube channel is an excellent example of how law firms can use video content to connect with their target audience and build trust and authority. The channel features a wide range of videos on various legal topics, including personal injury, medical negligence, and employment law.
One particularly effective type of video content that Slater and Gordon creates is client testimonials. These videos feature interviews with clients who have successfully used the firm’s services to resolve their legal issues.
By sharing real-life stories of how they have helped clients achieve positive outcomes, Slater and Gordon has been able to establish themselves as a leading provider of legal services in their areas of focus.
In addition to client testimonials, they also create informative videos that explain legal concepts and processes in a clear and accessible way. For example, they have videos that provide guidance on what to do after a car accident, how to make a personal injury claim, and what to expect during an employment tribunal.
By using video content to engage with their target audience, Slater and Gordon has been able to build trust and authority as a leading provider of legal services in their areas of focus.
Their YouTube channel has become a valuable resource for people seeking legal advice and information, and has helped them to establish themselves as a trustworthy and reliable source of legal information.
2. Establishing Your Law Firm as a Thought Leader in the Industry
Positioning your law firm as a leading authority in the industry through thought leadership. can be a powerful tool to differentiate your firm and stand out from the competition.
Being recognised as an authority in your area of practice can help you attract and retain clients, improve your reputation and credibility, and ultimately grow your business.
To become a thought leader, you need to focus on building expertise in your area of practice and sharing your knowledge and insights with others.
This can be achieved through a variety of channels, including publishing articles and whitepapers, speaking at conferences and events, hosting webinars and podcasts, and engaging with your audience on social media.
One effective way to establish thought leadership is to identify and capitalise on industry trends and hot topics. By staying up-to-date on emerging issues and trends, and sharing your thoughts and opinions on them, you can position yourself as a go-to resource for your clients and peers.
This can also help you anticipate and adapt to changes in the industry, ensuring that your firm stays ahead of the curve.
Mishcon de Reya is a London-based law firm that has built a strong reputation for its expertise in litigation and dispute resolution.
The firm has been able to establish itself as a thought leader in the industry by taking a proactive approach to sharing its expertise with others.
It regularly publishes articles and thought leadership pieces on its website and in industry publications, providing insights and analysis on a range of legal topics.
In addition to its thought leadership content, Mishcon de Reya has also been active in speaking at conferences and events, and hosting webinars and podcasts.
By engaging with audiences in a variety of formats, the firm has been able to expand its reach and build a loyal following of clients and peers who value its insights and expertise.
Another key aspect of thought leadership is building a strong personal brand. This involves creating a consistent and recognisable image that reflects your expertise, values, and personality.
By building a strong personal brand, you can enhance your credibility and visibility, and create a loyal following of clients and fans who trust and admire you.
3. How to Create Effective Content for Your Law Firm
Creating effective content is an essential part of building a successful law firm marketing strategy.
Content that resonates with your target audience can help you attract and retain clients, establish your firm as a thought leader in the industry, and ultimately grow your business.
Here are some tips and best practices for creating effective content for your law firm:
Understand your audience. The first step in creating effective content is understanding your audience. Who are your ideal clients? What are their pain points and challenges? What type of content do they find most valuable? By answering these questions, you can tailor your content to address the specific needs and interests of your target audience.
Focus on quality over quantity. While it’s important to create content on a regular basis, it’s even more important to ensure that your content is high-quality and valuable. Avoid creating content just for the sake of creating content. Instead, focus on providing real value to your audience with insights and perspectives that they can’t find elsewhere.
Be consistent.Consistency is key when it comes to creating effective content. Establish a regular publishing schedule and stick to it. This can help you build momentum and keep your audience engaged over time.
Mix up your content formats. Variety is important when it comes to creating effective content. Don’t just rely on written blog posts. Experiment with different formats such as videos, podcasts, infographics, and social media posts to keep your content fresh and engaging.
Optimise for search. Search engine optimisation (SEO) is important for ensuring that your content is discoverable by your target audience. Research keywords and phrases that your audience is searching for, and incorporate them into your content in a natural and meaningful way.
Promote your content. Creating great content is only half the battle. You also need to promote your content effectively to ensure that it reaches your target audience. Share your content on social media, in email newsletters, and through other channels to maximise its reach and impact.
By following these tips and best practices, you can create effective content that resonates with your audience and helps you achieve your marketing goals.
Remember to stay focused on providing real value to your audience, and to be consistent and strategic in your approach to content creation and promotion.
4. Using SEO to Optimise Your Law Firm’s Content Marketing Strategy
Search engine optimisation (SEO) is a critical component of any law firm’s content marketing strategy. By optimising your content for search engines, you can increase your visibility and attract more potential clients to your website.
To do this, the first step is to research relevant keywords and phrases. Identify the keywords and phrases that your target audience is searching for, and incorporate them into your content in a natural and meaningful way.
By doing so, you can increase the chances of your content showing up in search engine results for those keywords.
Once you have identified your target keywords, it’s important to optimise your content accordingly. This includes incorporating your target keywords into your headlines, subheadings, and body copy, as well as optimising your meta descriptions and title tags.
Meta descriptions and title tags are important because they provide a brief summary of what your content is about and are often the first thing that users see in search engine results.
By optimising these elements, you can increase the likelihood that users will click through to your website.
While SEO is important, it’s equally important to focus on creating high-quality content that provides real value to your target audience.
Avoid keyword stuffing and other black-hat SEO tactics that can hurt your credibility and reputation. Instead, focus on creating content that answers your target audience’s questions, provides valuable insights, and establishes your law firm as a thought leader in your industry.
Backlinks are a key factor in determining your website’s authority and ranking in search engine results.
Focus on building high-quality backlinks from reputable sources to boost your website’s authority and visibility.
This can be done by creating guest blog posts for other websites, participating in online forums and communities, and building relationships with other industry thought leaders.
If your law firm primarily serves clients in a specific geographic area, it’s important to optimise your content for local search.
This includes incorporating location-specific keywords into your content, as well as creating local business listings on platforms like Google My Business. By doing so, you can increase the visibility of your law firm to potential clients in your local area.
By incorporating these SEO best practices into your law firm’s content marketing strategy, you can improve your website’s visibility and attract more potential clients to your business.
Remember to focus on creating high-quality, valuable content that resonates with your target audience, and to stay up-to-date on the latest SEO trends and best practices to stay ahead of the competition.
5. Leveraging Social Media to Amplify Your Law Firm’s Reach
Social media platforms offer a powerful way to amplify your law firm’s reach and connect with potential clients.
By leveraging social media effectively, you can increase your visibility, establish your law firm as a thought leader in your industry, and drive more traffic to your website.
Here are some tips for leveraging social media to amplify your law firm’s reach:
Choose the right platforms. There are many social media platforms available, each with its own strengths and weaknesses. To leverage social media effectively, you need to choose the right platforms for your law firm. Consider your target audience and which platforms they are most active on. For example, if your law firm primarily serves business clients, LinkedIn may be a more effective platform than Instagram.
Create high-quality content. To engage your social media followers and attract new ones, it’s important to create high-quality content that provides real value. This could include blog posts, infographics, videos, and other types of content that are relevant to your target audience. By creating content that resonates with your followers, you can increase engagement and build a loyal following.
Engage with your followers. Social media is a two-way conversation, so it’s important to engage with your followers and respond to their comments and questions. This can help to build trust and establish your law firm as a credible and approachable authority in your industry. Additionally, engaging with your followers can help to increase the reach of your social media posts by encouraging shares and likes.
Measure your results. Like any marketing strategy, it’s important to measure the results of your social media efforts. Use social media analytics tools to track engagement, reach, and other metrics, and use this information to optimise your social media strategy over time.
By leveraging social media effectively, you can amplify your law firm’s reach and connect with potential clients in a powerful way.
Remember to focus on creating high-quality content, engaging with your followers, and using the right platforms and tools to achieve your goals. With the right strategy, social media can be a powerful tool for growing your law firm’s business.
6. Measuring the Success of Your Law Firm’s Content Marketing Efforts
Measuring the success of your law firm’s content marketing efforts is critical for optimising your strategy and ensuring that you’re getting the best possible results from your investment.
Here are some key metrics to track when measuring the success of your law firm’s content marketing efforts:
Website traffic: One of the most important metrics to track is your law firm’s website traffic. By monitoring how many people are visiting your website and which pages they’re spending the most time on, you can get a sense of how effective your content is at attracting and engaging potential clients. Additionally, you can track how website traffic changes over time and correlate those changes with specific content marketing campaigns.
Conversion rates: Another key metric to track is your law firm’s conversion rates. This could include how many people fill out a contact form or sign up for a newsletter after visiting your website. By tracking conversion rates, you can get a sense of how effective your content is at driving potential clients to take specific actions.
Social media engagement: Social media platforms offer a powerful way to distribute your law firm’s content and connect with potential clients. By tracking social media engagement metrics, such as likes, shares, and comments, you can get a sense of how well your content is resonating with your target audience. Additionally, you can track changes in social media engagement over time and correlate those changes with specific content marketing campaigns.
Search engine rankings: Search engine optimisation (SEO) is critical for ensuring that your law firm’s content is discoverable by potential clients. By tracking your law firm’s search engine rankings for relevant keywords, you can get a sense of how effective your content is at driving organic traffic to your website. Additionally, you can track changes in search engine rankings over time and correlate those changes with specific content marketing campaigns.
Return on investment (ROI): Ultimately, the success of your law firm’s content marketing efforts will be determined by the ROI you achieve. By tracking the costs associated with creating and promoting your content and comparing them to the revenue generated by new clients, you can get a sense of the ROI of your content marketing efforts. Additionally, you can compare the ROI of different content marketing campaigns to identify which ones are most effective at driving new business.
Key Takeaways
Content marketing can help law firms differentiate themselves and attract more clients.
Building trust and authority through content marketing involves creating valuable content that addresses the legal needs and interests of your target audience, reflecting your law firm’s personality and brand values, and distributing your content effectively.
Using video content, such as client testimonials and informative videos, can be an effective way to engage with your target audience and build trust and authority.
Establishing your law firm as a thought leader in the industry involves building expertise in your area of practice and sharing your knowledge and insights with others through various channels, such as publishing articles, speaking at events, hosting webinars and podcasts, and engaging on social media.
To create effective content for your law firm, it’s important to understand your audience, tailor your content to their needs and interests, use a variety of formats, such as articles, videos, and social media posts, and focus on quality over quantity.
It’s also important to track your content marketing efforts, analyse your results, and make adjustments as needed to optimise your strategy.
Feeling Inspired?
Take your law firm to new heights! It’s time to revamp your marketing strategy and set yourself apart in the crowded industry. Let’s make it a reality. Email us and let’s chat about unleashing your full potential!
In today’s digital age, social media has become an integral part of marketing and branding for businesses in almost every industry. The beer industry is no exception. Breweries can leverage social media platforms to reach a wider audience, increase brand awareness, and engage with their customers in new and exciting ways.
However, simply having a social media presence isn’t enough.
Breweries must use social media effectively to stand out in a crowded marketplace and build a loyal customer base. This means creating and sharing engaging content, interacting with followers, and utilising the unique features of each platform to create a cohesive brand experience.
Crafting Connections
Craft breweries have become increasingly popular in recent years, and social media can be a powerful tool for these businesses to connect with their customers and increase their reach. By leveraging social media platforms like Instagram, Facebook, Twitter, and TikTok, breweries can showcase their unique beers, taproom experiences, and engage with their audience in new and creative ways.
Building relationships is key to crafting connections and maximising social media for breweries. By using social media to engage with customers, breweries can build a sense of community around their brand and foster loyalty among their followers.
One effective way to build relationships is to respond promptly to customer comments and messages, whether they are positive or negative. This shows that the brewery values customer feedback and is committed to providing excellent service.
Building relationships is key to crafting connections and maximising social media for breweries.
BeaverTown, a UK-based craft beer company, has built a loyal following by using social media to engage with customers. Through regular posts on platforms like Twitter and Instagram, Beavertown has created a sense of community around its brand. They also respond promptly to customer comments and messages, whether they are positive or negative, which shows that the brewery values customer feedback and is committed to providing excellent service. By building these relationships, Beavertown has been able to establish a strong brand identity and create a passionate fanbase that continues to support the company’s growth.
In addition to responding to customer comments, breweries can also create interactive content that encourages engagement. For example, hosting a social media scavenger hunt or a virtual beer tasting can provide an opportunity for customers to interact with the brewery and each other. This not only builds relationships between the brewery and its customers but also among the customers themselves, strengthening the sense of community around the brand.
Choosing the Right Social Media Platforms for Your Brewery
Social media has become a crucial tool for businesses to connect with their target audience, promote their products or services, and build their brand reputation. However, with so many social media platforms available, picking the right one for your business can be overwhelming.
One of the most important factors to consider when choosing a social media platform for your business is your target audience.
Understanding who your target audience is and what their interests are is crucial because different social media platforms have different demographics. For example, younger audiences may prefer Instagram or TikTok, while professionals may be more active on LinkedIn. By understanding your target audience, you can choose a platform that aligns with their preferences and effectively reach them.
It is also important to research your competition and see which social media platforms they are active on. This can give you an idea of where your target audience may be engaging and which platforms may be worth investing in. Additionally, by understanding your competition’s activity on social media, you can identify gaps in the market and find ways to differentiate your brand.
Each social media platform has its strengths, and some are better suited to achieving specific business objectives than others. For example, if you’re looking to drive website traffic, Facebook and Twitter may be a good choice, while Instagram may be better for building brand awareness. By aligning your business goals with the strengths of different social media platforms, you can choose a platform that best meets your objectives.
Further, different social media platforms are better suited for different types of content. For example, Instagram and TikTok are more visual, making them a good choice for businesses with a strong visual brand, while LinkedIn is better suited for professional, text-based content. By considering the type of content you want to create and share, you can choose a platform that aligns with your content strategy.
Consider the resources you have available, such as time, budget, and staff. Some social media platforms require more resources to manage, such as creating video content for YouTube or managing a large community on Facebook. By considering your available resources, you can choose a social media platform that you can effectively manage and get the most out of.
The Importance of Branding in the Competitive Beer Market
The beer market has become increasingly competitive in recent years, with new brands emerging and established ones fighting to maintain their market share.
In such a crowded marketplace, it is more important than ever for breweries to have a strong brand that differentiates them from the competition. Branding plays a crucial role in the success of any business, and this is especially true for breweries operating in the competitive beer market.
Branding is more than just a logo or a slogan; it encompasses everything from the look and feel of the product to the way it is marketed and promoted. A strong brand can help a brewery to stand out from the competition and create a lasting impression on consumers. By developing a unique brand identity, a brewery can establish itself as a leader in the industry and build a loyal customer base.
BrewDog’s branding is a standout example of a brewery that has developed a unique and recognisable identity. From their bold and edgy packaging to their irreverent marketing campaigns, everything about BrewDog exudes a rebellious and daring spirit. Their clever use of humour and pop culture references has helped to create a strong connection with their audience and make their brand more relatable. By positioning themselves as a company that’s not afraid to take risks and challenge conventions, BrewDog has carved out a distinct niche in the crowded craft beer market.
One of the main benefits of branding is that it can help to create a strong emotional connection with consumers. By developing a brand that resonates with the target audience, a brewery can build a sense of trust and loyalty among its customers. This can be particularly valuable in the beer market, where consumers often have strong preferences for certain brands and are willing to pay a premium for products that they perceive as being high-quality.
In addition to creating an emotional connection with consumers, branding can also help breweries to differentiate themselves based on product characteristics such as taste, ingredients, and brewing process. By highlighting these unique selling points, a brewery can attract consumers who are looking for a specific type of beer or who are interested in trying something new and different.
From Hops to Hashtags
In the past, the beer industry relied on traditional marketing methods such as print and television ads, sponsorships, and word-of-mouth to promote their products. However, with the rise of social media and digital marketing, the way that beer companies market their products has undergone a significant shift. Today, many breweries are turning to social media platforms like Facebook, Instagram, and Twitter to connect with consumers and build their brands.
One of the main advantages of social media marketing is that it allows breweries to reach a wider audience than traditional marketing methods. By creating engaging content and using targeted advertising, breweries can connect with consumers all over the world and build a global brand. Social media also allows breweries to engage with their followers in real time, responding to comments and feedback and building a sense of community around their brand.
Guinness is a great example of a brewery that has successfully leveraged social media to build a global brand. With over 20 million Facebook followers and more than 1.5 million Instagram followers, Guinness has created a loyal following of beer enthusiasts all over the world. They use social media to showcase their products, promote events, and engage with their followers through contests and giveaways. By creating visually stunning content, they have also managed to create a strong brand identity that is instantly recognisable. Through their social media efforts, Guinness has managed to connect with consumers from all walks of life and establish itself as a leader in the brewing industry.
Further, social media marketing allows breweries to reach a wider audience than traditional marketing methods. By creating engaging content and using targeted advertising, breweries can connect with consumers all over the world and build a global brand. Social media also allows breweries to engage with their followers in real time, responding to comments and feedback and building a sense of community around their brand.
Alongside this, social media marketing is often more cost effective than traditional marketing methods. Print and television ads can be expensive to produce and air, whereas social media allows breweries to create and share content at a much lower cost. This makes it an attractive option for small breweries or those operating on a tight budget.
However, social media marketing does have its challenges. With so many breweries vying for consumers’ attention on social media, it can be difficult to stand out and build a following. Breweries must create engaging content that resonates with their target audience and use targeted advertising to reach the right people.
Despite these challenges, social media marketing has become an essential tool for breweries looking to build their brands and connect with consumers. By combining traditional brewing techniques with innovative digital marketing strategies, breweries can establish themselves as leaders in the competitive beer market and attract a loyal following of fans and customers. From hops to hashtags, social media has transformed the way that beer companies promote their products and build their brands.
Brewing Buzz
Craft beer has exploded in popularity in recent years, and with it, a new subculture has emerged. Beer enthusiasts and connoisseurs are now flocking to breweries and beer festivals across the country, eager to sample the latest brews and discover new favourites. This has created a brewing buzz that shows no signs of slowing down.
One of the main drivers of this trend is the craft beer movement itself. With hundreds of new breweries popping up every year, there is always something new to try. Brewers are experimenting with new ingredients, flavours, and brewing techniques, pushing the boundaries of what is possible in the world of beer. This has led to a diverse and exciting beer landscape that appeals to a wide range of tastes and preferences.
Social media has also played a significant role in the brewing buzz. Platforms like Instagram and Facebook have made it easier than ever for breweries to connect with their fans and promote their products. Beer enthusiasts can follow their favourite breweries and keep up with the latest news and releases. This has created a sense of community around craft beer, with fans and brewers alike sharing their love for the beverage.
Beer festivals have also contributed to the brewing buzz, providing a space for breweries to showcase their products and for consumers to sample a wide variety of brews in one place. These festivals have become hugely popular, with some attracting tens of thousands of attendees. They offer a unique opportunity for beer enthusiasts to connect with like-minded individuals and discover new breweries and beers.
For example, Leeds Beer Week is an annual celebration of the city’s vibrant beer scene, which features a wide range of events and activities focused on craft beer. The event brings together local breweries, pubs, and beer enthusiasts to celebrate the diverse and innovative beer culture in Leeds. Throughout the week, attendees can participate in tastings, brewery tours, meet-the-brewer sessions, and beer-themed dinners. Leeds Beer Week also provides a platform for new and upcoming breweries to showcase their products and gain exposure in the local beer scene. The event has become a highlight of the year for beer lovers brewing buzz in Leeds and a testament to the city’s thriving craft beer community.
Key Takeaways
Social media has become an essential tool for breweries to connect with customers and promote their brands. By creating engaging content and building relationships, breweries can foster a sense of community around their brand, leading to customer loyalty.
Choosing the right social media platform is crucial, and understanding your target audience, your competition, and your business goals can help in this regard.
The beer market is highly competitive, and branding plays a crucial role in the success of a brewery. A strong brand can differentiate a brewery from the competition, create an emotional connection with consumers, and highlight unique selling points.
With the rise of social media and digital marketing, breweries are now leveraging these platforms to connect with consumers and promote their products in new and exciting ways.
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As a sustainable start-up, it can be challenging to navigate the world of marketing while keeping costs low. However, with the right strategies and a bit of creativity, it is possible to create a marketing plan that is cheap and effective.
In this blog, we will be providing tips, tricks, and best practices for implementing a sustainable marketing plan without breaking the bank.
Social Media
Social media is one of the most cost-effective and powerful tools available for sustainable start-up marketing. Platforms such as Facebook, Tiktok, Instagram, and Twitter can be used to reach a large audience without spending a lot of money.
By creating and sharing valuable, relevant and consistent content on social media platforms, sustainable startups can:
Attract and engage a target audience
Build brand awareness and loyalty
Generate leads
Of course there are many ways to utilise social media without breaking the bank. Maximising the impact of social media marketing efforts on a budget is possible through the use of these strategies…
Joining and Creating Online Communities
Take advantage of your social media by joining or creating online communities that are related to your products or services. This could include groups dedicated to sustainability or eco-friendly products. You can connect with potential customers who are already interested in your products or services, and build relationships with them. Through this, you can also share your sustainability initiatives and educate the group members about your products and services.
Utilise the features and tools provided by social media channels such as Facebook groups, Instagram stories and Twitter polls. Startups can perform market research, receive feedback and create a sense of community which is imperative for building a successful business. For example, create a poll on your Instagram story to ask your followers what they would like to see next from your brand, such as a new feature or product!
One of the key benefits of online communities is the ability to share and educate others about your sustainability initiatives. This can include information about your recycling programs, energy-efficient practices, and sustainable products. By sharing this information, you can differentiate your brand from competitors and establish yourself as a leader in the sustainable space.
Highlighting Your Sustainability Initiatives
Social media is a powerful tool for building an eco-friendly sustainable brand. By sharing content that highlights your startup’s sustainability initiatives, such as recycling programs, energy-efficient practices or your sustainable products.
Highlighting your sustainability initiatives on social media is an effective way to establish your brand as a leader in the eco-friendly and sustainable space. This can help to differentiate your brand from competitors and attract customers who are interested in purchasing from socially responsible companies.
One way to spotlight your sustainability initiatives on social media is by sharing behind-the-scenes content that shows the steps your start-up is taking to be more eco-friendly. For example, you can share photos and videos of your recycling program, energy-efficient practices, or sustainable products. This can help to educate your followers about your initiatives and demonstrate your commitment to sustainability.
You can also leverage social media to share your sustainability initiatives with a wider audience. By tagging relevant organisations, influencers or individuals who are interested in your initiatives, you will be able to expand your reach and impact.
You can also use social media channels such as Instagram, Tiktok and Pinterest to showcase your sustainable products and services in a visually aesthetic way. This can help to attract new customers and increase the visibility of your sustainable products and services.
Attracting and Engaging Your Target Audience
One of the first steps in attracting and engaging your target audience is to understand who they are and what they want. By creating a business account on social media platforms, you have access to useful data analytics such as insights on audience demographics, engagement rates, and reach. You can use this information to optimise your social media strategy and create content that resonates with your target audience.
Creating a buyer persona can also be helpful in understanding your target audience and their needs. A buyer persona is a fictional representation of your ideal customer, and it helps you to understand their demographics, behaviour, motivations, and pain points. By creating a buyer persona, you can create content that is tailored to your target audience and increase the chances of attracting and engaging them.
Take the opportunity to use social media as a tool for customer service and building a loyal customer base. By having an active presence on social media platforms, you can respond to customer inquiries, complaints and feedback in a timely manner. This will help build trust and loyalty with customers. You can also share your positive customer testimonials and reviews, as a start-up, you can demonstrate the value and quality of your products and services.
Utilise Free Tools and Resources
Making use of tools and resources that are available for free is a great way for your sustainable start-ups to market their business on a budget. Whilst many sites ask for a monthly payment, there are some useful and effective free tools out there!
A great free tool is Canva, a graphic design platform that can help you create professional-looking marketing materials like social media posts, infographics and videos. It offers a wide range of templates, images and icons that can help you create eye-catching graphics for your brand.
Another free resource that can be extremely valuable for sustainable start-ups is email marketing. Platforms like Mailchimp and Constant Contact offer free plans that allow you to send emails to a limited number of subscribers and track the success of your campaigns. Email marketing is an effective way to keep in touch with your community and provide them with updates on your business and new products or services.
Try Google My Business, a free listing service offered by Google that allows businesses to manage their online presence across Google, including Search and Maps. By setting up a business listing, you can help potential consumers find you easily, and provide them with important information such as your business hours, location and contacts.
Another free resource that can be valuable for sustainable start-ups is Google Trends. This tool allows you to see how often a specific search term is entered into Google, and also how it’s trending over time. By using Google Trends, you can identify hot topics in your industry and create content that is more likely to be shared and engaged with.
There are many free online courses and webinars available that can help you learn more about sustainable start-up marketing. Platforms like Udemy, and LinkedIn Learning offer a wide range of courses on topics like digital marketing, content marketing, and social media marketing. These resources can help you to develop the skills you need to market your business effectively.
Networking
Building relationships and connecting with others is essential when designing a cost-effective marketing strategy for your sustainable start-up.
Networking plays a crucial role in building a sustainable brand and establishing partnerships. By building relationships with like-minded businesses and organisations, you can collaborate on sustainability initiatives and gain access to resources and expertise that you might not have initially. Connecting with industry experts and thought leaders enables valuable insights into sustainable business practices.
Building Partnerships and Relationships
Networking events provide opportunities for you to connect with potential partners, customers, and investors, and to learn about industry trends and best practices. By building relationships with other businesses, industry experts, and potential customers, you can increase visibility, generate leads, and gain valuable insights into the market. One way to network on a budget is by attending industry events and conferences, such as trade shows, and meetups. Brands Lush and Lazy Oaf show us just how it’s done with their ‘Self Service’ collaboration! The cosmetic company, Lush has taken an extreme approach in not having social media sites. However, the business collaborates with other sustainable businesses to get exposure and to build those important relationships that get their name out there!
Additionally, you can also join online communities and groups, such as LinkedIn groups or Facebook groups that are related to their industry, and participate in discussions and share their expertise. Moreover, you can also join local business associations or chambers of commerce, which can provide access to valuable resources, such as mentorship, training and networking events.
Utilising referral marketing is a great and affordable networking strategy for your sustainable start-up. By encouraging satisfied customers to refer their friends and family, you can increase your reach and acquire new customers at a lower cost than traditional marketing methods. This can be done through referral programs or referral incentives, such as discounts.
Networking with Local Creatives and Events
Try networking with local creatives can be a great cost-effective strategy for your sustainable start-up. By creating relationships with local artists, designers, and photographers, you can access affordable and high-quality creative services that can help to enhance your branding and marketing efforts.
For example, local photographers can provide professional photography services for your website or social media content, this can help in showcasing your products and services in an attractive and engaging way. Local artists and designers can create unique and eye-catching graphics, illustrations, and other visual assets that can help to enhance your brand and marketing materials. A local brand has done just that! Take it easy (a family-run indie film lab based in Leeds) have collaborated with Donzo a brewing company to produce “The ideal beer to go out shooting film with” – a perfect collaboration for both brands to get their name out there!!
Networking can be done through volunteer work or mentorship programs. By joining a local non-profit organisation that aligns with your company’s values, you can not only give back to the community but also network with other individuals and business owners that are passionate about the same cause. For example join the Creative Mentor Network, an organisation working towards a more inclusive creative industry!
Another way to network on a budget is through hosting networking events, such as workshops, meetups, and webinars. By hosting and participating in these types of events, you can share your knowledge and expertise with others, build relationships with potential customers and partners, and gain valuable insights into their market. Hosting webinars or workshops can also be a cost-effective way to build your personal brand and promote your startup while providing value to your target audience.
Community
Building a community is a key component in any successful marketing strategy. By creating a loyal and engaged community of customers, industry experts, and supporters, you can promote your brand, generate leads, and drive long-term business growth in a cheap and affordable manner.
Increasing Brand Awareness and Loyalty
First, building a community can help to increase brand awareness and loyalty. By creating a loyal and engaged community of customers, industry experts, and supporters, you can promote their brand and generate leads more effectively. Customers who feel connected to a brand or community are more likely to be loyal and make repeat purchases.
Another way to increase brand awareness and loyalty is by actively engaging with your community. This can include responding to comments, hosting Q&A sessions, and creating opportunities for members to provide feedback and share their thoughts. By actively engaging with your community, you can build stronger relationships with your customers and create a sense of trust and credibility with them. Sophie, creator of Pretty Little Marketer has created a strong community on social media with 47.3k followers on Instagram and 126.3k followers on Linkedin, she actively engages with her audience and regularly hosts webinars and Q&A sessions. Sophie has perfectly demonstrated how to successfully increase her brand loyalty!
Another way to increase brand awareness and loyalty is by creating a rewards program for your community members. This can include offering discounts, exclusive offers, and other perks to members who are active in your community. By creating a rewards program, you can incentivise your community members to be more engaged and active, which can help to increase brand awareness and loyalty.
Authenticity, Transparency and Honesty
Building a community can also help to create a sense of trust and credibility with customers. By creating a space for customers to share their thoughts and feedback, startups can demonstrate their commitment to transparency and honesty, which can help to build trust and credibility with customers.
By forming an engaged and loyal community, you can generate buzz and word-of-mouth marketing more effectively and at a lower cost than other marketing methods. When consumers feel connected to a particular brand or community they are more likely to recommend that company or product to others. This is demonstrated by the clothing brand Patagonia, with their community Patagonia Action Work where they “connect committed individuals to organisations working on environmental issues in the same community.” Not only have they displayed transparency in how this side of the business works but they have created a community around a shared value of environmental stewardship, leading to increased customer loyalty and advocacy for the brand.
By fostering a sense of belonging and shared values among your customers, you can create a powerful marketing tool that is both cost-effective and efficient. This is because people are more likely to trust and recommend products or services from brands that align with their own values and beliefs.
Creating a space for customers to share their thoughts and feedback is a key element of building trust and credibility with customers. By allowing customers to share their thoughts and feedback, startups can demonstrate their commitment to transparency and honesty, which can help to build trust and credibility with customers. This can be done through various means such as creating a customer feedback form, hosting Q&A sessions, or creating a customer support group on social media.
Forming a strong community around your sustainable startup is about being authentic, transparent and honest. By fostering a sense of community, you create a loyal consumer base and drive long-term growth for your business. It is important to remember that building a community takes time and effort but with the correct approach it can be cost-effective and a powerful way to market your business.
Repurpose Content
Repurposing content is a cost-effective way for sustainable start-ups to market their business and reach a larger audience. By repurposing existing content, you can save time and resources while still creating valuable and engaging content for your community.
One way to do this without breaking the bank is by turning your blog posts into videos or podcasts. This can help reach a different audience who may prefer consuming content in a different format.
If this isn’t for you, take the key points from your blogs and create a series of social media posts or infographics to share on your social media channels.
You can also repurpose your content by turning it into a webinar or a presentation. This can be used to engage with your community in real-time and can also be used as an opportunity to gather feedback or answer questions. Additionally, you can also record the webinar and use it as a resource to share with your community.
Utilise social media by republishing your content on different platforms. For example, you can take a blog post and publish it on LinkedIn, or another platform that reaches a different audience. This can help you to reach a new audience and also increase your visibility on search engines.
Repurposing content is a cost-effective way for sustainable start-ups to market their business and reach a larger audience. By repurposing existing content, you can save time and resources while still creating valuable and engaging content for your community. There are many ways to repurpose content such as creating social media graphics, infographics, email newsletters, presentations, case studies and many more that can help you to reach a wider audience and also establish yourself as an authority in your industry.
SEO
Search Engine Optimisation (SEO) is undoubtedly a cheap and effective way for sustainable start-ups to drive traffic to websites and increase brand awareness. SEO involves optimising your website’s content and structure to make it more visible to search engines like Google.
Keyword Research
One of the key elements of SEO is keyword research. By researching and using keywords that are relevant to your business, you can improve your website’s visibility on search engines. This can help to increase brand awareness and attract potential customers to your website.
Hashtags are a powerful tool and an easy way to start utilising SEO right now. They help increase reach and engagement on your social media
Another important aspect of SEO is optimising meta tags. Meta tags are HTML tags that provide information about a web page to search engines. These tags include meta titles, meta descriptions, and header tags. By optimising these tags, you can make your web pages more easily understood by search engines and improve your website’s visibility in search results.
Long-Term Strategy of SEO
SEO is also about making your website mobile-friendly. This can be done by using a responsive design, which will ensure that your website looks great on all devices. Additionally, search engines prefer mobile-friendly websites, so making your website mobile-friendly can help to improve your website’s visibility in search results.
Another reason why SEO is considered affordable is that it is a long-term strategy. Unlike paid advertising, which requires constant investment, the results of SEO can continue to drive traffic to your website even after the initial optimisation work has been completed. This means that the investment made in SEO can continue to pay dividends for a long time.
In addition to that, SEO is an ever-evolving field, with new techniques and strategies emerging all the time. This means that sustainable start-ups can always find new ways to improve their website’s visibility and reach a larger audience without having to spend a lot of money.
In summary, SEO is a cheap and affordable way for sustainable start-ups to drive traffic to their website and increase brand awareness. Many of the strategies and techniques used in SEO are free or low-cost and the tools and resources needed for SEO are also available for free.
Guerilla Marketing
Guerrilla marketing is a cost-effective and unconventional way for sustainable start-ups to increase brand awareness and reach a larger audience. The main goal of guerrilla marketing is to create a buzz and generate word-of-mouth promotion for a business. Guerrilla marketing campaigns are typically low-cost and rely on creativity and surprise to capture the attention of the target audience.
Experiential Marketing
One form of guerrilla marketing is the use of experiential marketing. This can include creating interactive and immersive experiences that engage the target audience and leave a lasting impression. For example, sustainable start-ups can create pop-up events or installations that showcase their products or services in an interesting and unique way.
Popular forms of guerrilla marketing are the use of street art and graffiti. Sustainable startups can use street art and graffiti to create visually striking and thought-provoking messages that grab the attention of passersby (of course, make sure you have permission for this). This can be a low-cost way to reach a large audience and create a memorable brand message.
PR Stunts
Sustainable start-ups can also use guerilla marketing to create buzz by creating stunts or pranks that catch the attention of the public. This can include creating flash mobs or creating unexpected events that are interesting and newsworthy.
One popular technique of guerrilla marketing is the use of viral marketing. This can include creating shareable content such as videos or images that have the potential to be shared widely on social media. By creating content that is interesting, funny, or thought-provoking, sustainable start-ups can increase their brand awareness and reach a larger audience without incurring significant advertising costs. UNICEF did just that, with their ‘Dirty Water Campaign’ where they used vending machines that dispense “dirty” water, with the goal of drawing attention to the poor quality of water that many people are forced to consume.
Another form of guerrilla marketing is the use of ambient marketing. This type of marketing involves placing ads in unexpected or unusual places. For example, a sustainable start-up could place ads on park benches, bus stops, or elevators, to capture the attention of the target audience in a unique and unexpected way. This can be a low-cost way to reach a large audience and create a memorable brand message.
It is important to keep in mind that guerrilla marketing requires a lot of creativity and planning, as well as a deep understanding of the target customers. Sustainable start-ups should also consider the legal and ethical implications of their marketing campaigns, and make sure that their campaigns do not violate any laws or regulations.
Key Takeaways
Social media is a cost-effective and powerful tool for sustainable start-up marketing. Platforms such as Facebook, TikTok, Instagram, and Twitter can be used to reach a large audience without spending a lot of money.
Joining and creating online communities related to your products or services can also help to connect with potential customers, share sustainability initiatives and educate them about your products and services.
Highlighting your sustainability initiatives on social media can establish your brand as a leader in the eco-friendly and sustainable space and differentiate it from competitors.
Networking is a cost effective tool and plays a crucial role in building a sustainable brand and establishing partnerships.
It is important to actively engage with the community, create a rewards program, and be authentic, transparent, and honest.
Repurposing content can help reach a new audience and increase visibility on search engines and helps keep things on a budget.
SEO is a cost-effective way for sustainable startups to increase website traffic and brand awareness.
Guerrilla marketing campaigns are typically low-cost and rely on creativity and surprise to capture the attention of the target audience.
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Let’s make it a reality. Email us and let’s chat about unleashing your full potential!
On Sunday 20th November, Qatar and Ecuador kicked off the FIFA World Cup, with 32 nations battling for football’s ultimate prize.
Having been awarded to hosts Qatar, the tournament has become the first-ever finals played during winter months for the Northern Hemisphere.
It is being played in the winter because of the country’s extreme heat conditions in the usual summer months, which has meant that supporters, brands and teams have had to wait longer than normal for the event.
In addition to the unusual feel of a winter World Cup, other factors have made this year’s competition feel a little bit different.
The hosts Qatar, who were awarded the under a dark cloud after allegations of corruption in the voting process have also been criticised by many highlighting Human Rights issues, in particular, its treatment of LGBTQIA+ people and the working conditions of migrant workers who were involved in building the stadiums.
In this article, we will look at how Google has added new features for fans to consume the action. We will also explore the global search trends and the stances different brands and influencers are making in the moral maze.
The new features on Google
Describing it as the ‘most digital World Cup ever’, Google has unveiled a range of new features that it has made in Search, YouTube and other areas.
When searching ‘World Cup’ or similar, users will land on a page that will look and feel familiar to other previous event landing pages, but the page will now allow users to subscribe to tournament notifications, as well as individual team notifications.
Users also have the option to pin a live match score to their home screen, removing the need to search for the score – perfect for keeping track of events unfolding whilst glued to your work screen.
As well as this, Google has partnered with official broadcasters like the BBC to show daily video recaps, making it easy to catch up with the key moments.
Within the browser, there is an additional game that will allow you to pick a team and score as many goals as you can, with your score contributing to a global total.
Finally, to help individual businesses, companies will have the option to tick a label to help users discover places that are showing the games. These will appear when searches like ‘watch world cup near me’.
Source: Google Search
The Searching Trends
Google is predicting that interest in the World Cup will rise from the data in 2018.
During the World Cup four years ago over 3 million people attended the matches in person, but over 3 billion searched the World Cup on Youtube and that resulted in over 5 billion views.
Search volume has also increased from the previous tournament, with SEMRush reporting that ‘World Cup 2022’ has been receiving a total of 2 million searches per month on average for the year.
Source: SEMRush
In what could be the last World Cup finals for two of the best players ever to play the game, individual player search trends have also been up in the past 12 months.
In 2022, Cristiano Ronaldo was searched for a total of 13 million times, with Lionel Messi having the second-highest number of searches with 8 million.
Elsewhere, the top five most searched players are Neymar(6 m), Kyllian Mbappe(2.7 m) and Robert Lewandowski (2.5 m).
Source: SEMRush
However, the wider context of hosting a tournament in a country that has been criticised for its human rights records, including the treatment of migrant workers building the stadiums and the LGBTQIA+ community has resulted in a trend of searches around these subjects.
Sportswashing, a term used to describe the practice of individuals, groups, corporations, or governments using sports to improve reputations, has seen an upturn in search trends, especially in the 12 months leading up to the finals.
Source: Google Trends
‘Qatar Human Rights’ is also a search term that more people have been searching, which shows that much of the world is not just focusing on football, but the wider geopolitical landscape.
Source: Google Trends
How the brands and influencers are reacting
Unlike previous editions of the FIFA World Cup, many companies, celebrities and other organisations are being a bit more cautious with associating themselves with the Qatar-held event.
In total, partners have spent a collective £960 million in order to partner with FIFA for the World Cup, but Qatar’s rules around the consumption of alcohol have led to Budweiser being unable to sell their product in and around stadiums.
In response to this, Budweiser has announced that it will donate the beer it can’t sell to the winning country of the tournament – leading to many on social media calling for their team to deliberately get eliminated.
Crates of unsold Budweiser in Qatar
Another beer brand Brewdog has received a mixed reception for an ‘anti-World Cup’ campaign, with profits from their new ‘Lost Lager’ going towards fighting human rights abuse.
After promoting the new beer, and calling themselves the ‘Anti-Sponsor of the World Cup’ they have been heavily criticised for screening the games in their bars.
The announcements made on social media received a lot of backlash, with Brewdog being accused of hypocrisy, with Brewdog defending their decision to show the games as they don’t want to stop people from watching the football.
And it isn’t just companies who have been on the receiving end of public and moral outrage. Having previously campaigned for the World Cup in 2022 to be hosted in England and Wales, former footballer David Beckham has taken up a lucrative role as an ambassador for the Qatar World Cup.
Comedian Joe Lycett responded to this with a very public publicity stunt pleading with Beckham to end his sponsorship deal with the country, promising to donate £10,000 of his own money to LGBTQIA+ charities – and if he didn’t he was going to shred the money.
David Beckham or his team didn’t respond to the request, and the comedian later appeared to shred the money – he later announced that it wasn’t real money and that he had already donated the cash to charities, but the stunt attracted the attention of millions.
In conclusion, the general consensus is that this doesn’t feel like a normal World Cup, and this has been reflected in user search behaviour and the uncertainty from brands about what stance to take, which has taken gloss away from the big event.
But Google has already highlighted the global interest in the tournament, with it already being the most searched World Cup in history just less than a week in.
Despite the controversies that preceded the World Cup and its hosts, the quadrennial tournament is always going to generate huge interest, and as Google and the internet evolve there are always going to be new opportunities to offer something new to the user.
It’s not lost on us that the #FreeCuthbert marketing stunt has generated a powerful amount of positivity around the Aldi brand, whilst also successfully showing up a rival.
As a piece of honest marketing and brand building, it has gained national interest, in the way that only large brands on social media can.
Aldi bullies Marks & Spencer into submission with social media…but at least M&S is big enough to fight back.
What’s disappointing is that it is another example of elitist brand building that damages small businesses and widens the gap between brands with a social conscious and those that, well, don’t.
Marketing campaign success aside, Aldi is a market-dominant bully, that is seemingly flouting copyright legislation (it’s a very complex issue, one which we aren’t qualified to comment on) to generate additional market share, kicking a traditional Yorkshire brand when it’s already down.
Nielsen Grocery Market Share Data – 2019
Live Kantar GB Grocery Market Share Data
Whatever data you use to define Grocery Market Share, it’s lucky for M&S that it has a strong & loyal customer base with a renewed online presence, boosted by Covid technology adoption, otherwise, this attack on its brand trademarks might drive its illusion of affordable quality back to the days before the 2006 launch of: ‘This is not just food. This is M&S Food’.
Consumers see Aldi as the plucky underdog, fighting against the “establishment”, aligning itself with brands such as Brewdog and taking pop-shots at established traditional brands like M&S, but in reality, it’s a global brand that gives consumers what they want, cheaper products at the highest possible quality.
Let’s weigh up how Aldi has been taking pop shots at M&S for a while.
Starting with Search Volume and Google Trends, we can see that in the last 7 years, Aldi has won the demand all year round, even Christmas, since 2016.
But this wasn’t enough for Aldi, its continued to belittle M&S on everything it does.
In fact, since 2016, according to SEMRush data, Aldi has seen Organic keyword growth of 1,347%.
Moving from 22,500 keywords in the top 100 to over 335,000 ranking phrases. Its move to create disruptive marketing campaigns that focus on products has led to a direct increase in Organic search recognition. As an SEO tactic, it’s been pretty flawless.
Three times Aldi has outright attacked M&S in a scrap for marketshare.
#Freecuthbert & #CaterpillarsforCancer
The moment that inspired the nation to free a cake recipe and wrestle the ownership away from M&S, which included a series of tweets including:
This is not just any court case, this is… #FreeCuthbert
If you thought this was just harmless banter, then you don’t know the power of Colin for the M&S website.
Data from SEOMonitor shows that “Caterpillar Cake” has 178 Keywords in the phrase cluster driving 610,000 searches per month.
Phrases that include “Colin” and “cake” has a massive 243,000 searches a month.
To put that in perspective popstar Niall Horan only gets about 100,000 searches a month. So is Colin the Caterpillar more famous than Niall Horan?
Yes. Yes he is (according to SEO Monitor)
Pre #FreeCuthbert M&S was dominating the SERPs on this phrase. It drove huge amounts of traffic for the brand, which ultimately drove sales.
As you can see from the SERPs before #FreeCuthbert, Aldi isn’t even on the list. Its cake was going relatively unnoticed and certainly wasn’t helping them drives sales. Then post-campaign, the SERP is now dominated by Aldi and the search volume according to Google trends has seen a 900% increase.
What is seen as a piece of reactive social media, will have long-lasting impacts on traffic to the M&S website.
Good to know: This isn’t an actual snapshot of the SERP, but it is the SERP using the “time” feature to pick on a particular day.
The Identical Drinks Trays
In November 2020, Aldi went after the M&S home market, by creating a popular duplicate of a Mirrored Drinks Tray.
The power of the PR around this piece has pushed Aldi on to the first page rankings for the phrase “Drinks Tray”, which gets around 4,400 searches a month & has ensured they now dominate first and second for the phrase “Mirrored Drinks Tray”.
The kirkton range has generated over 200 linking domains since launch, helping their entire home section and special buys range to continue the organic uplift on the website.
The fight for “Gastropub”
Believe it or not, M&S has won this battle. The range launched in time for Christmas competed directly against M&S food items and undercut the price on every one.
Despite the blatant attack on their Gastropub range, in terms of the other Aldi campaigns, M&S has fought this one off…for this year.
When we look at terms that drive monthly search volume according to SEMRush we get over 199 suggested terms that include “M&S” and “Gastropub”, with a monthly search volume of 4,370.
Aldi launched under the name “Gastro”, but there are only 5 keywords with a total monthly search volume of 20 for “Aldi” and “Gastro”.
Incidentally, the most searched for is the M&S Chicken and Leek Pie with 880 searches a month, so in terms of the products Aldi was competing with, the company clearly didn’t do its keyword research before hand as they didn’t have a competing product here.
Newspapers reported at the time: “According to Aldi, the collection costs almost 50 percent less than the M&S alternative, with prices starting from £1.99 and meal pairings coming in at less than £10 for two. Gastro dishes include Slow-cooked Texas BBQ Brisket, juicy Salt and Chilli Rib Rack, and Mac & Cheese with Pancetta.”
Sounds delicious, but this round goes to M&S
So…does it matter?
Big brands picking on big brands is part of the game, and we get that. In fact, the boost to a smaller brand, by being recognised by these bigger brands can drive awesome awareness and sales.
Brewdog got national press and nationwide support as a result of its direct attack on the brand, but the important thing here is that Brewdog had to instigate it and Aldi, despite purposely ripping off and stealing sales from a growing company, get away with appearing like it is doing everyone a favour.
At Brand Ambition, we love an underdog story. We love a brand that challenges, that rises above the fold and takes market share from the dominant players.
We love it, even more, when that brand brings others with the same values along on the journey but is that what Aldi is doing? Or is Aldi bullying smaller brands into submission and driving the market value down to the benefit of itself…and its customers.
For Brewdog, this wasn’t even the biggest thing it did throughout the year to push its brand forward as this Google trends graph shows.
In fact, the biggest story and best marketing campaign for BrewDog was this one…
The rumours are true, we’re giving away free beer!
We’re giving everyone in the UK a free 4 pack of our amazing new beer, Lost Lager
In other words, Brewdog was pre-committed to doing good in the world. Another clear example, of this, was December 2020, when its reactive PR helped them come up with the idea of utilising their venues as vaccination centres
The Aldi campaign might have helped with additional recognition, but the fact is, Brewdog didn’t need a large supermarket giant, stepping on its market share to make it do some good in the world and get its message across, it was already doing it.
Aldi, in this case, was simply stealing intellectual property from a brand that has worked hard to differentiate itself in a crowded market place.
Four times Aldi has stolen ideas from small companies and left them high and dry
Heck Foods – Chicken Italia Sausages
The family-run business, grown from farmers markets accused Aldi of copying its award-winning chicken Italia sausages. The founder of Heck, Andrew Keeble, labelled the supermarket a “parasite” after Aldi launched a similar looking chicken chipolatas. He went on to say: “Our customers kept getting in touch to say that Aldi is ripping-off our products and they’re not the same products.” He added, “It’s deceiving to our health and fitness audience.”
When Heck contacted Aldi and asked them to stop selling the knock-off products, they were handed a “threatening legal letter”.
The Collective – Gourmet Yoghurt Range.
The Collective also accused Aldi of copying its brand. Aldi launched a luxury yoghurt range called Moo!, bearing a striking resemblance to The Collective’s gourmet yoghurt at half the price. Amelia Harvey, co-founder of The Collective, said customers had been in contact to say they felt ‘duped’. “Aldi is deliberately trying to use the cues of successful brands to fool consumers in to buying them,” she said. “Our brand has taken seven years to tirelessly build by a small team. In one fell swoop Aldi has taken that brand value and used all our cues to cause consumer confusion.”
Speaking to The Grocer magazine, Aldi UK & Ireland chief executive Giles Hurley denied it was copying brands. He added: “What we do with our exclusive brands is identical to what the rest of the market does with own label, which is to draw cues and make products easily identifiable for customers without seeking to copy.”
Vita Coco coconut oil
Aldi undercut Vita Coco coconut oil by 75%. Leaving the company with no option but to ignore the new challenger in its market. The company was set-up to support the farming communities that supply the raw materials for their products.
Charlie Bigham’s Ready Meals
Aldi decided to make its own version, but it made them bigger and sold them up to 43% cheaper. Julie Ashfield from Aldi said that the low cost of the new ready meals will allow customers to make “substantial savings on luxury equivalents without having to compromise.” Charlie Bigham’s is a B Corp, focusing their business influence for good, funding projects like City Harvest. Beating Bowel Cancer and Magic Breakfast an organisation that helps feed over 48,000 school children.
So…
Social conscious matters. Aldi’s flippant social media campaign #caterpillarsforcancer is using a good cause to mask doing something immoral. This time, it’s M&S, next time it’s your favourite local independent.
Hey @marksandspencer can Colin and Cuthbert be besties? We’re bringing back a limited edition Cuthbert and want to donate profits to cancer charities including your partners @macmillancancer & ours @teenagecancer. Let’s raise money for charity, not lawyers #caterpillarsforcancer.
From our point of view, the big brands can create entertaining Twitter conversations all they like, just stop stealing ideas from hardworking brands creating quality products, that are doing good in the world by driving a social conscious.
There is a reason some products are more expensive, it’s because they aren’t trying to rip off everyone in the process of it being made.
Despite the blatant attack on their Gastropub range, in terms of the other Aldi campaigns, M&S has fought this one off…for this year.
