No matter how innovative, visually striking, or nerve-racking your advertising campaign is, it will fail to be successful if it is delivered at the wrong moment. You must wait for the right moment to make an impact. #MomentMarketing is here to help.
Moment Marketing, in simple terms, is the ability to use an event to provide relevant and related interactions with customers in real time.
In the beginning, brands added a lot to their marketing mix with interruption marketing. Simply put, brands were able to interrupt the story of the television show, create urgency through advertisements, and then promote their product. What do you do if your interruption marketing plan isn’t working? You can shift to Attention Marketing. Moment marketing is the right fit.
What Are the Benefits of Moment Marketing?
1. It Can Save You a Lot of Money:
Only when the marketing campaign reaches the right people at just the right time and place, is it effective. Moment marketing campaigns are different. Moment marketing campaigns are more about seizing the moment (sometimes even creating it) and making the most of the opportunity. You don’t need to spend a lot on advertising or break the bank for this. A team that is on top of trends and who knows the audience best will be the best.
2. You Will Be The Talk of The Town
You only need one minute and some solid content to connect with your audience and communicate your brand’s value. The way people voice their opinions about the trend will determine how they connect with the brand. If your content is well-written and communicates your message clearly, you will quickly become a hit and increase engagement.
People have very short attention spans, so getting people to pay attention to your brand can be difficult. Moment marketing is the best way to overcome this obstacle.
3. It’s All About the 3Cs: Conversion, Connection, and Conversation
Moment marketing is a great way to have a conversation with consumers and establish a connection. Consumers are often searching for news or trends at the moment. This increases your chances of being discovered by consumers and creates a high recall. You can also build a relationship with your followers to increase their conversion rate.
Success Stories
Now you understand what moment marketing is all off. Let me give you examples of brands that are doing it well.
Amul – Utterly Butterly Deliciously Timed
Amul, a dairy brand, is the leader in the “moment marketing” space. Amul’s campaigns have been consistent for almost 50 years. Amul ads are great because when you think you have found your favorite Amul ad, another ad will appear next week. The Amul Girl is a hilarious Indian gagster, and it’s been entertaining Indian audiences almost every day.
Netflix – Netflix Showcases Fine Examples of Stiletto Sarcasm instead of Blunt Criticism
Netflix, an OTT platform, is another player who has made the most of Moment Marketing. They use Twitter to reach their audience regularly. You can find all their tweets on their Twitter account, including those about rainy Mumbai and Jal lijiye memes, all related to binge-watching. Netflix followed the #Binod trend after the name became viral online.
Send this to anyone who asks you where tripathi is tonight! pic.twitter.com/ZAkLXlKSBI
— Netflix India (@NetflixIndia) December 31, 2022
Pepsi – The Ultimate Swagger
PepsiCo India, another brand riding the moment marketing wave, is also on board. PepsiCo India was able to generate conversations thanks to the buzz around ICC Women’s T20. This is even more than the official sponsor, Coca-Cola. Before the final of the ICC Women’s T20 World Cup, Shafali Verma (16 years old) was chosen as their brand ambassador. This coincided with International Women’s Day. Pepsi promoted Verma as the new “Swagstar” for its youth-centric campaign Har Ghoont Mein Swag. Pepsi continued the moment marketing campaign after the match with #HarWomanMeinSwag and celebrated the spirit of womanhood.
Celebrating the swag of the Indian cricket fan #HarFanMeinSwag #HarGhoontMeinSwag pic.twitter.com/r5H8n8zXRk
— Pepsi India (@PepsiIndia) July 9, 2019
Burger King – The King of Marketing Good Moments
Burger King, as the name implies, is more than just the king of burgers. They are also great at capturing moments. Burger King made fun of Kanye West’s November 2018 tweet, “Explains a Lot”, in which he stated that McDonald’s was his favorite place for a meal. Burger King responded with their “Eyes still shut I guess” tweet. This was in reference to West’s claim that his eyes are “wide open” now that he has distanced himself from politics.
The Valentine’s Day campaign is another example. Burger King referred to it as the season of breakups. This campaign encourages customers to not compromise and aims for better. Sima Taparia, a match-making superstar, was featured in the campaign video. She encouraged customers to leave their relationship and start a new one. The camera pans and then the real story is revealed.
Let the fiery games begin! ⚽#fifaworldcup2022 #BurgerKing #HomeOfWhopper #Whopper pic.twitter.com/wVaLvuTPVC
— BurgerKingIndia (@burgerkingindia) November 20, 2022
Faasos: Quirky and Upbeat
Fasoos seized this marketing opportunity even though Mumbai was experiencing a power cut. To promote their delivery service, they came up with the quirky slogan “Andheri or Andhera are still delivering”.
Moment marketing is also evident in the #SacredWraps collection. All wraps were renamed after characters from Sacred Games. The campaign received an overall impression of 47 million and attracted more than 45k people across all social media channels.
Zomato – You can’t ignore Zomato, you love them or hate them
Zomato, a well-known brand for quirky and funny advertising, spoke out on Twitter about the highly-discussed iPhone 11 Pro launch. The ad copy included the tagline “for less than Rs199” and the tweet had the caption “Do it like a pro”. A great example of moment marketing was when they took part in #RahulBoseMoment. The creative said, “You could get a banana milkshake or banana split for less than what the 52-year old actor paid for his bananas.”
who's cutting the onions at midnight 💔 pic.twitter.com/JrwGtLFa6v
— zomato (@zomato) December 10, 2022
