In this article for Marketing Week about the use of Internet memes in B2C marketing, Lucy Tesseras explores the good, the bad and the ugly sides of B2C brands jumping aboard the video dance craze bandwagon.
Her conclusion: it can sometimes work, but tread very carefully.
The same is true in B2B. Normally, B2B marketers are averse to doing anything wacky, but sometimes the viral promise of a wildly popular meme proves too strong to resist. If TopShop can get nearly 1.5 million views of three supermodels doing the Harlem Shake, maybe we can do the same for our accountancy firm!
Sadly, though, the result often comes out looking like a rather pathetic, me-too attempt to be ‘down with the kids’. Don’t believe me? Search ‘B2B Gangnam Style video’ or ‘B2B Harlem Shake video’ and you’ll find a load of B2B brands who’ve boarded the bandwagon with mixed levels of success.
I’m not trying to put you off making your own dance craze video, but as the Marketing Week article warns, there are a few rules for ensuring it’s not a complete flop with your intended audience:
- Be authentic: does the video reveal something genuine about your brand?
- Be revealing: are you telling your audience something new about your organisation?
- Make sure the meme isn’t already passé – otherwise you’re only going to look out of touch
So if you feel like you need to make a Harlem Shake video, definitely read the article first.
Image from the music video: Gangnam Style