How to Maintain an Agile Marketing Strategy
Updated: Jun 10, 2019
If you haven’t heard the story of Matt Stopera, he has become somewhat of an overnight Internet sensation in China after his phone was stolen in NYC last month.
With all the media attention, we’ve been able to rebound off the backs of simple trending topics such as this story to create some of GoUSA’s most influential posts in 2015. We’ve been able to get over 550 forwards on one post just by staying relevant and reactionary.
Similarly, last month, the controversy over the black and blue dress went viral. The Salvation Army was able to capitalize on the conversation and turn it into a social message by launching a campaign with a woman covered in bruises wearing a white and gold version of the dress. The caption reads, “Why is it so hard to see black and blue? The only illusion is if you think it was her choice. One in six women are victims of abuse. Stop abuse against women.”
Another good example is Coca-Cola. While Coca-Cola’s Share a Coke campaign in itself was a huge success, the company was still able to tailor its campaign around viral events. A man from the UK decided to propose to his girlfriend using the names on Coke bottles. After the engagement, the couple posted a photo of the proposal on Facebook and quickly received over one million likes. Coca-Cola then posted a photo congratulating the newly engaged couple and offered to provide Coke products during their engagement celebrations, inevitably increasing brand awareness and image.
Keep your minds open and always be ready to react.
Influence can come from a variety of factors, some based on one’s style of writing and others from expertise or passion. Bringing to light some fun trending stories such as “Brother Orange” and pushing this type of content on relevant channels has resounding impact in-terms of targeting people interested in or curious about American culture. It helps shape your account as one where people can look to, to find this type of news, elevating your account into a more influential one.
We may plan months in advance with content strategy or pre-compose what we’ll be posting for the next two weeks using tools like KAWO but sometimes the most influential discussions begin with the next trending topic on Weibo or Twitter. Keep your minds open and always be ready to react.