Meme-based campaigns

Here are five principles to keep in mind if we want to do memes right:

1. Memes are content first, product second.
2. If you are not first, you are last. Memes are perishable.
3. Give up control.
4. There is no need to sacrifice brand proposition.
5. ‘Non-threatening’ behaviour-change vehicle.

Let’s look at the few brand examples I think are doing memes right.

1) Luxury brands

Luxury brands are trendsetters, so it is no surprise that they have been first movers in the meme space without compromising their ‘luxury-ness’!

2) Netflix uses its own content to create memes

Netflix has an Instagram sub-account named ‘Netflix is a joke’. On it, they upload memes created from their own shows hoping that a few will go viral.

Not only does this strategy promote its product, but it also shapes culture.

But now, all OTT platforms have adopted the same idea of repurposing their own content to make memes.

3) Reddit’s Super Bowl 2021 ad was a 5-second meme!

Reddit bought a 5-second spot on the Super Bowl to show static text! The main idea was to celebrate underdogs (this was when Redditors took on Wall Street by investing in the GameStop stock). While it was aired on TV, it went viral on digital.

4) Zomato

Zomato consistently makes fun memes celebrating love for food and are cutting edge on meme language.

5) Brand Factory

Memes are part of the marketing strategy of Brand Factory.

6) Edelweiss Tokio

Social media for this insurance player churns out interesting memes that are also on brand.

7) The original meme-maker

But we cannot forget the original meme creator.

That’s all for today. Keep reading and stay inspired!

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