Success Stories of Moment Marketing.

Success Stories

Now that you simply know what exactly moment marketing is all about. Let me share examples and draw your attention to brands that do it well.

Amul – Utterly Butterly Deliciously Timed

Had there been a pacesetter in the ‘moment marketing’ space, Amul, the dairy brand, would be the one. Amul is perhaps the only brand whose campaigns have had the same theme and style for nearly 50 years. 

The simplest part about Amul advertisements is that just when you think that you’ve pinned down your all-time favorite ad, the subsequent week will in another ad that will be equally good. In fact, to date, the Amul Girl has been amusing the Indian audiences with its phenomenal one-liners nearly a day.

Netflix – Showcasing Fine samples of Stiletto Sarcasm Instead of Blunt Criticism

Another player that has been making the foremost of Moment Marketing is Netflix, an OTT platform. they need been regularly using Twitter as a medium for reaching out to their audiences. If you take a look at their Twitter handle, you discover their tweets about everything, from rainy weather in Mumbai to Jal lijiye meme, all connected with binge-watching.

Netflix followed the #Binod trend when the name went viral on the web after Slayy Point Posted a youtube video about comments under various videos that make no sense whatsoever.

Pepsi – the last word Swaggers

PepsiCo India is yet one more brand that is riding on the wave of moment marketing. the excitement created around ICC Women’s T20 helped it garner conversations, even better than their arch-rival and therefore the official sponsor of the tournament, Coca-Cola. 

They roped during a new brand ambassador – 16-year-old cricketer Shafali Verma ahead of the finale of ICC Women’s T20 World Cup, which coincided with International Women’s Day. Pepsi promoted her because the new ‘Swagstar’ for Pepsi’s youth-centric campaign – Har Ghoont Mein Swag. 

 They [Pepsi] even continued the instant marketing wave after match conclusion with their campaign with #HarWomanMeinSwag, thereby celebrating the spirit of womanhood.

Burger King – The King of selling Good Moments

Burger King (as the name suggests) isn't just the king of burgers but is also very good at capturing moments. In November 2018, Burger King poked fun at Kanye West with their famous “Explains a Lot” tweet when the rapper announced that McDonald’s is his favorite place to eat a meal. 

Burger King hit back with their “Eyes still closed I guess” tweet, which was about West’s claims that his eyes are now “wide open” as he distances himself from politics.

Adding thereto is the campaign conducted during Valentine’s Day. Burger King took a special stand by terming it as the season of breakups. By steering away mushy stuff surrounding the occasion, this campaign urges its customers to not compromise and aim for something better. 

The campaign video featured the match-making sensation Sima Taparia, wherein she was convincing customers to interrupt away from their current relationship and move on to something better. Then the camera pans, and therefore the actual story is revealed.

Faasos: Quirky yet Upbeat

While Mumbai was busy experiencing an influence outage, Fasoos didn't miss out on capturing this marketing opportunity. They came up with this quirky one-liner: ‘Andheri or Andhera we’re still delivering’ to market their delivery service.

One more fine example of Moment marketing was the newly launched #SacredWraps collection. They renamed all the wraps after the characters from Sacred Games. As a result, the campaign saw an overall impression of 47 million and quite 45k engagement across all social channels.

Zomato – Love them, hate them you only can’t ignore them

When the iPhone 11 Pro launched with three cameras, Zomato, no stranger to quirky and humorous advertising, took to micro-blogging platform Twitter to speak about the much-discussed iPhone launch. 

The ad copy came with a tagline ‘for but ₹199’ while the tweet goes with the caption – Do it like a Pro. Another classy example of moment marketing is once they participated in the #RahulBoseMoment with a creative saying, “You could get a banana milkshake and split in less than the amount the 52-year old actor paid for his bananas”...

It’s a Wrap

Be it Amul girl’s sense of humor and therefore the way get she gets away with every controversy with her wide-eyes innocence, twirly red polka dress and stinging wit or the tribute of Zomato when Yuvraj Singh announced his retirement or Netflix’s gripping, grilling, and grasping reaction on almost everything. 

Nowadays brands are making a real-time connection with customers through moment marketing. that's because customers are always looking for a particular trend or news on social media, and their chances of getting discovered increased, besides creating a high recall.

With an important heart, I've got to say this: Moment marketing is short-lived. Brands can leverage for less than a particular time (or, should I say, till the time an occasion is trending) by linking it with their core products and services to induce sales. 

That’s why it's of utmost importance that a person handling this segment should be a fast decision-maker and the one who knows things (like Tyrion Lannister from Game of Thrones). and therefore the best way to be that one is by upskilling.