OhayoKarlo

In my previous post, I talked about how ChizMozza leveraged on a trending issue to get noticed and gain engagement. Whether they are genuine in wanting to help the man or not, what they did was a great example of moment marketing. In this post, I will talk more about this digital marketing strategy.

In today’s fast-paced digital world, where trends come and go in the blink of an eye, brands are constantly seeking innovative ways to capture the attention of their audience. One strategy that has gained traction in recent years is moment marketing – the art of leveraging real-time events, trends, or cultural moments to engage with consumers in a meaningful way. Moment marketing presents a unique opportunity for brands to connect with their audience on a personal level and stay relevant in the ever-evolving landscape of digital marketing.

Moment marketing thrives on spontaneity and agility, requiring brands to be quick to react and adapt to emerging trends and conversations. Whether it’s a pop culture reference, a trending hashtag, or a timely news event, brands that can seize the moment and insert themselves into the conversation in a creative and authentic way stand to benefit from increased visibility, engagement, and brand affinity. By aligning their messaging with the zeitgeist, brands can foster a sense of relevance and resonance with their audience, driving greater awareness and affinity for their products or services.

One of the key advantages of moment marketing is its ability to humanize brands and foster genuine connections with consumers. By demonstrating an understanding of cultural nuances and a willingness to engage in real-time dialogue, brands can build trust and credibility with their audience, ultimately driving loyalty and advocacy. Moreover, moment marketing allows brands to showcase their personality and creativity, distinguishing themselves from competitors and leaving a lasting impression on consumers.

However, navigating the world of moment marketing requires careful consideration and strategic planning. Brands must strike the right balance between relevance and authenticity, ensuring that their messaging aligns with their brand values and resonates with their target audience. Moreover, brands must be mindful of potential pitfalls, such as inadvertently causing offense or appearing opportunistic, which can have detrimental effects on their reputation and credibility.

Now let me share one of my most memorable moment marketing experience. In 2018, when I was still working for Cebuana Lhuillier, the country’s leading pawnshop chain, we posted a message congratulating the then newly-crowed Miss Universe Catriona Gray. In the caption, we wrote: Basta kapag ikaw ay nagipit, ang korona sa Cebuana Lhuillier ilapit! (Loose translation: When times get tough, pawn your crown at Cebuana Lhuillier). The material was literally created and posted in less than 10 minutes after the announcement of the winner. With the witty caption and everyone still high on Catriona’s win, it got close to 70,0000 engagements and reached almost 3 million users. It was also shared in various beauty pageant and meme pages.

Now for the bad part. Some people did not get our humor; they thought it was schadenfreude. We actually had to revise the controversial caption per our boss’ recommendation to appease the unhappy netizens. However, we eventually reverted to the original caption because we all agreed that it was harmless fun. To this day, this remains to be one of my most memorable digital marketing moments.