The loudest noise of the year was made on the internet on Saturday, 19th, 2018. Well, at least the loudest noise at the time of this article. The #RoyalWedding hashtag generated over 6,000,000 tweets alone.
Anyone that had a campaign between Friday (18th) and Sunday (19th) would have had to cancel or probably have been ignored, because what EVERYONE was talking about or seemed to be interested in was the Royal Wedding and everything associated with it, even down to the royal dog ?.
The popular saying “If you can’t beat them, join them” sounds very cliché now but it’s actually very effective in digital marketing, it’s effective because, you are literally dangling what people WANT to see or relate with in front of them, and they will always take the bait.
The tricky part though is what popular content Jet-Li, Salma Jafri calls up-cycling …which is when you change content from one format to another format for the purpose of adding value and bringing that piece of content into circulation again. The gist of this textbook definition is; When creating a content around a particular theme, there is a thousand and one ways you can morph it into that respects the audience and is also native to the platform.
This makes the explanation clearer.
HOW do you join them? As a brand, HOW do you jump on trends?. Yes, up-cycling blah blah, you know what to do, but HOW?
Well some of our Nigerian celebs gave us some fantastic examples.
Everyone knows Don Jazzy is a Johnny Walker ambassador, he managed to find a way to squeeze the brand he represents into it. Can you see the caption? Can you see the subtle brand placement in the picture?
https://www.instagram.com/p/Bi9GTQXF7qy/
Another celebrity that nailed it was Frank Donga, we all know Frank is hilarious but check out how he further proved it in this video ??
https://www.instagram.com/p/Bi-cT4EAe3X/
Worthy of a mention is ex-BBN housemate, Bisola. She was at the ‘Royal Wedding’ with Idris Elba.
https://www.instagram.com/p/Bi9luEiAMe5/