Ad It Like Beckham: A Lesson in Using Viral Moments
For many Direct-to-Consumer (DTC) brands, timing can be crucial. It is never more important than when your marketing references a cultural moment. Whether it's the latest viral TV moment or a trending TikTok, the difference between your audience understanding your message or not can often come down to a mere couple of days.
In a masterclass in understanding a viral moment, Uber Eats released a teaser advert as part of their Superbowl marketing campaign, featuring David and Victoria Beckham. In the video, Victoria discusses how the couple is going to be in a ‘little commercial,’ as David pokes his head through a nearby doorway. “Be honest,” he tells her, and she admits it's a ‘big commercial’ before the duo gets confused about which significant sporting event the advert is actually for.
The whole video is a reference to a viral moment from the Beckhams’ immensely popular Netflix documentary. The internet became obsessed with a moment where Victoria discusses her working-class upbringing before her husband David peers around the corner, telling her to ‘be honest’ about what sort of car her dad drove her to school in. Uber Eats understood precisely what made this moment popular and leveraged it fantastically in their new campaign. Even Victoria’s t-shirt is a not-so-subtle reference!
So, how can your Direct-to-Consumer brand replicate the success of the Beckham ad?
It's all about longevity.
While it can be tempting to try and incorporate every single pop culture moment into your marketing campaigns, you have to bear in mind that each trend has its own lifespan. Some may last merely a few days, while others, like the Beckham moment, can remain in the cultural zeitgeist for months. Having the awareness to discern which trend is worth referencing is a significant component of the process.
Understand the reference; understand the audience.
The key to utilising these viral moments in your marketing is to genuinely understand them and how they relate to your audience. Marketing teams need to ask themselves three questions:
Has your audience actually seen the viral content your campaigns are referencing?
Do they relate to the reference in a way that aligns with your brand's desired association?
Is your marketing using the trend in a way that makes sense?
Underline your messages.
There is no point in referencing a trend just because it’s popular. Remember that your brand won’t be the only one referencing it, and audiences quickly grow bored. It’s important to make references that connect with your brand values and the messages your marketing is trying to convey. Choosing trends that align with your tone of voice and sound authentic will ensure your audience remains engaged and receptive to your messages. Don’t just jump on the viral bandwagon; drive it!
Knowing how and when to use viral trends in your marketing efforts can be a challenging game, but as always, it is best to keep it personal and targeted! If you’d like any help with your email marketing, we’d love to assist you. Get in touch for a friendly chat and to explore what we can offer.