Meme Marketing? We’ll explain!
05 Jun 24
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Meme Marketing? We’ll explain!

Who hasn’t looked at a meme and thought, “That’s exactly right!”?
Including memes in your communication strategy not only brings out the more human side of a brand but is also an effective way to connect with your audience. This technique is known as Meme Marketing!

Discover what it is and how it works in this article.

 

Meme Marketing? We’ll explain!

With the advent of the internet and social media, memes quickly established their prominent place. Being images, videos, or even GIFs of an informal and fun nature, they attract attention and are easily shareable. Their reach has made them attractive to brands digitally, and it’s easy to see why.

Success on Wheels: The Flixbus Case on TikTok

With the volatility of online trends, some brands decided to change the way they created content for social media, and Flixbus is a perfect example of this adaptation. With a cheeky strategy, based on memes and aimed at the tastes of the emerging Generation Z consumer, they went full throttle and the results soon followed.

With over 650,000 followers and 12 million likes on TikTok, 270,000 on Instagram, and many viral posts in the mix, the German transport company was adept at tailoring content to the customer, making them feel seen. Here is one of those examples:

Lidl Portugal, Originality with a National Twist

Although once again highlighted in the Agency Scope report, Lidl Portugal is known for its differentiation when it comes to creativity, humour, and acumen, with perfect timing and balance. The creative posts, sometimes even provocative, do not go unnoticed precisely because of their humour and cunning. By grabbing the audience through personal and emotional connection, it uses its products or current events as a communication hook. In the case we show below, using a character well known from the Portuguese popular imagination.

The consistency and irreverence of the Lidl Portugal brand make it an example of adaptability in communication and marketing.

KFC, a Crunchy Twist

As an age group with relevance in the food industry, KFC wanted to ensure that it captures Gen Z through marketing. By becoming part of their routine, and aligning its communication with the content they consume, in some countries, the fast-food giant began to speak one of this generation’s favourite dialects.

In the case of KFC Portugal and KFC Spain, the change was drastic and contrasted sharply with the type of communication previously used. Meme-based posts started on TikTok and quickly escalated to Instagram.

The lightness in creations, the memes, and the pop culture references caught our attention. Some find it too much, abrupt, and inappropriate, but the embrace of memes has become a practice on the social networks of KFC Spain, KFC Portugal, and even KFC USA.

Stay informed about the digital world with Brandtellers. We are specialists in Digital Marketing and Storytelling!

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