Meme Marketing or In the Moment Marketing – Examples, Types and Case studies

Brands today can connect with potential customers through offline medium and online mediums. While offline has been there for decades – it’s the online medium that allows the brands to connect with customers 24/7 – all thanks to the internet and the smartphone era.

You cannot expect to attract customers by just pushing products online. In fact, you will push them away because customers are fed up of ads – The question remains, how can we advertise to an audience who is not interested in seeing ads?

One of the most efficient techniques is to turn the advertisement into a MEME.

Meme Marketing – Examples

GOT Memes

The Interesting Man

Memes can make anything popular.  If a meme can make an egg, movie, and cat popular, then it can definitely make your brand popular.Memes can make anything popular.

Nowadays, about 85% of the content that is shared on social media is memes.

Memes – Brief History

  • The word “meme” was first used way before the days of Facebook or Twitter.
  • Richard Dawkins, in 1976, wrote a book called The Selfish Gene
  • The word meme was used by him to describe how any cultural trend spreads quickly and becomes viral.
  • However, now with the rise of the internet, memes have been completely redefined.
  • They could be in the form of a picture with a funny caption or in the form of a video.
  • Meme marketing is a subset of viral marketing.

Meme Marketing – Types

1. Made by the Companies to Promote their Brands

Example – Tinder

  • To capture the attention and eyeballs of the young, tinder used some of the viral memes for their campaign #AdultingCanWait.
  • These memes were deeply targeted towards the young minds using the things they go through growing up.

2. Made by the Audience to Troll the Brand

Made by the Audience to Troll the Brand

3. Audience Picking up the Latest Trend

Audience Picking up the Latest Trend

Meme Marketing – Brands that create their Own Content

Example – Gucci

 

Example – Gucci

Example – One compares a mundane watch with a Gucci version, using the caption “me vs. guy she says I shouldn’t worry about”.

Example – Ruffles

Example – Ruffles 

Example – Netflix

Example – Netflix

  • Instead of using the existing viral templates, Netflix makes memes out of their own shows.
  • This helps in promoting their shows and expanding their viewership.
  • Netflix has a sub-account named ‘Netflix is a Joke’ on their social platforms.
  • That account is used specifically for Meme Marketing.

Meme Marketing – Brands Troll Each Other

Example 1 – Old Spice vs Taco Bell

Old Spice vs Taco Bell

It’s Not So Easy To Trash Wendy’s

Easy To Trash Wendy's

Brands Troll Each Other

Meme Jacking

The widely practised movement of taking advantage of the current trend of Internet memes is called meme jacking. It simply means that smart and opportunistic brands use already created memes in the marketing strategy of their products.

Example – Trend of JCB Memes

Example - Trend of JCB Memes

Meme Marketing – In the Moment Marketing

This format of marketing gives the brand some scope to reach out to their target consumers in a quick time and at a marginal cost

Example 1 – Netflix

Example 1 – Netflix

Example 2 – Indian Cricketer Yuvraj Singh’s Retirement

Example 2 – Indian Cricketer Yuvraj Singh’s Retirement

Meme Marketing – In the Moment Marketing [Oreo & Tide]

Without paying millions of dollars for air time, Oreo & Tide were quick to grab the headlines by simply tweeting out this image

In the Moment Marketing [Oreo & Tide]

Meme Marketing – In the Moment Marketing [Manforce Condoms]

Indian news anchor, Arnab Goswami referred to Bharatiya Janta Party’s Gurdaspur political candidate and Bollywood actor Sunny Deol as Sunny Leone.

In the Moment Marketing [Manforce Condoms]

Meme Marketing – In the Moment Marketing [Amul]

The Amul girl has always remained topical over all these years.

Meme Marketing – In the Moment Marketing [Amul]

Memes that troll a Brand

Example – Apple

Apple products have forever been at the receiving end of memes made by the audience.

Memes that troll a Brand

Example – Apple

Apple products have forever been at the receiving end of memes made by the audience.

Example - Apple

Apple’s competitor also trolled them

Example - Apple - 1

Meme Marketing and the Money

  • Memes have emerged as a profitable profession for their creators.
  • A consumer brand spends somewhere between INR 1,000 to 50,000 ($12 to $650) on a meme.
  • Initially, meme pages would make money essentially through Google advertisements, videos, or cross-promotions.
  • Today, they make anywhere between INR 1 Million to INR 40 million ($13K to $500K) in a year.Meme Marketing and the Money

Benefits of Meme Marketing

  • Connect with audiences much better than traditional methods.
  • Very easy and cheap to create Memes.
  • Greatly increases chances of a return on investment.
  • Able to create these memes without any real planning required
  • Memes also have a great chance to go viral.
  • Brand exposure also drives a huge of traffic to the website.
  • Memes are specifically good at targeting the younger generation