In this guest post, AnalogFolk’s strategy director, Chris Loukakis (pictured below), says your typically staid and stuffy upmarket brands may have finally found their marketing funny bone…
Back in the day, premium meant traditional and often conservative, but today, the clever premium brands have recognised that culture belongs to the youth. They’re the early adopters, experimenters and drivers of change. They’re taking technology and trends to their parents – think TikTok dances and beyond.
It’s young people who are defining culture upwards, not the other way around. If you want a 20-something to buy your designer product then you probably can’t rely on the tropes of their grandparents’ generation.
Brands like Prada, Hendricks Gin and Burberry are winning by turning to humour by doing these three things:
1. Understanding channel and platform language better than their competitors. People enjoy using stickers on Instagram, so create a branded sticker pack (seems obvious right).
2. Making fun of themselves by taking some seriousness away. When people expect premium product benefits as the norm, be distinct by playing with the category conventions with unique language and creativity.
3. Partnering with youth culture icons. Let influencers do the heavy lifting, and leverage their equity in humour and relevance.
Here are a couple of examples of premium brands doing things differently and winning as a result.
Prada teamed up with Giphy and Instagram to create a stickers pack, nodding to previous collections from the brand archives. This is an exceptional use of the platform, as it connects with existing behaviours. Stickers are used more often than not as a punchline, or to make ligh of something. Prada could have made an attempt at designing ‘luxury-looking’ stickers and it wouldn’t have worked anywhere near as well as this execution.
The stickers were launched by the CGI-generated influencer Lil Miquela, (if you don’t know who Lil Miquela is then read this) but the key thing to take away is that using a computer generated influencer is inherently anti-tradition. It’s also kind of weird and fun. Perfect for younger audiences.
In the time of Zoom, unusual video backgrounds are everything! Using theatricality to spice up people’s video calls while stuck at home, these backgrounds are brilliant as they are branded. They’re unique enough that people will notice them and ask about them (awareness) and they are just fun – exactly what is needed right now. Side note: it’s a great change up from seeing your colleague’s dying plants that you know they are overwatering but can’t say anything about because of ‘boundaries’.
With B Bounce, Burberry is responding to gaming culture and adapting product consideration into an entirely new animated game style format. By doing this, Burberry is appealing to a new audience that is young, and engages with the world in their own unique way.
Mark Morris, Senior Vice President of Digital Commerce at Burberry said: “We have experimented with gaming in China, but B Bounce is our first playful extension into this format to entertain and connect with our new, younger consumers around the world. We know that they are living in an increasingly gamified environment both online and offline and we are excited that they can join the Burberry community – and explore our new puffer collection – in this way”
Mindshare has announced NAB has appointed the agency to handle its Advanced Advertising Analytics and Media Mix Modelling following a competitive pitch. The appointment marks a significant move to enhance NAB’s existing ad analytics and modelling capabilities, to drive greater results and make stronger data driven decisions. Mindshare has held the main media account for […]
Tomas Haffenden (pictured below) is a futurist at VERSA. In this guest post, he says it’s hard not to look enviously at Apple’s product line-up and marvel at numerous examples of category-defining industrial design. However, when you lead the pack and create a near-perfect first-generation device, where do you go next? It is hard not […]
From scepticism to dreaming – those were MediaCom’s initial thoughts when it were first told what Programmatic OOH (POOH) was going to look like in the future – and sometimes it still feels a long way away. However, over the last 18 months MediaCom have been on a ground-breaking journey, pioneering not only the Australian […]
Ad tech vendor Adform had made a significant step towards promoting transparency in digital advertising, becoming the first global ad tech vendor to subject its tech stack to an independent audit. The audit follows a report released in May 2020 by the ISBA and AOP in the UK. The research, which was executed by PwC, […]
Actor Matthew McConaughey is shining a light on Australian Local Legends, as part of Wild Turkey’s latest ‘Wild Turkey With Thanks’ initiative. In the latest phase of the ‘With Thanks’ platform, McConaughey, who is the creative director of Wild Turkey, chats with Aussies who have stood with conviction, supporting their environment and communities throughout the […]
Queensland’s largest club, mutual insurer, bank and roadside assistance provider, RACQ, launched its new campaign on Sunday, shining a light on its membership model. It’s all smiles and verything is a little brighter when you’re an RACQ member, according to the company’s new campaign, ‘Membership makes all the difference’. It also revealed some of the […]
Sadly, COVID did put some limitations on the B&T Award celebrations. On the upside, no unwanted pregnancies this year.
Did you attend Friday's B&T Awards only to see your competition take home top prize? Re-live the horror again here.
Here's the arrival of B&T Award guests just before they got sloshed on sav blanc & spilt béarnaise down their fronts.