Working in marketing means being on top of the latest trends and events locally or globally. Better yet, ikaw dapat ang magpasimuno ng bagong craze online! That’s why we, marketers, sleep with one eye open dahil sa isang kurap lang, we could miss out on the perfect opportunity para i-bida ang brands namin. Lalo na’t it’s important for us to stay relevant and build a strong presence online in this age of digital marketing. Dito talaga masusubukan ang creative juices namin to produce the wittiest ad we could come up with. Kaya naman today, let’s talk about being at the right moment through MoMas (aka moment marketing)!
Looking back in 2023, we had the Barbie fever take over the internet. From memes to TikTok edits, up to actual brand collaborations – everyone was riding its wave. This film had every marketing agency in a chokehold mainly because of two reasons: women empowerment and nostalgia – two factors para i-consider ng market na piliin ang brand mo. That’s why it was no surprise when brand collaborations with Barbie started popping up one after another during this time. After all, who wouldn’t want to be associated with something that has a positive advocacy like them? Plus, the hype went on for months and kung isa ka sa mga hindi nakisabay, then you’ve missed out on one of the best online phenomena that happened so far.
‘Wag na rin tayong lumayo and take the recent 2024 Olympics, specifically Carlos Yulo’s wins, as an example for MoMa. Everyone was suddenly hooked into it and got everyone on the edge of their seats during the medal events. From major brands up to SMEs, everyone expressed their support with creative art cards or pledged to give incentives for the athlete, which easily put them under a positive light in front of the audience.
Honestly, there’s nothing wrong kung makikisali ka sa uso ngayon. In fact, makakatulong pa nga ‘to boost awareness about your brand among the online community. Kailangan mo rin tandaan na oras ang kalaban mo dahil ‘di mo alam, baka bukas, laos na yung trend. At kahit na mabilisan lang ‘to kailangan mo rin pag-isipan nang mabuti ang execution. Bakit? Kasi minsan kakamadali mo, hindi mo namamalayan na medyo tagilid na pala ang messaging na nabuo mo.
So, if you’re unsure how to do it, keep scrolling ‘cos we’ll be sharing a few things to keep in mind to protect your brand’s reputation as you hop on these trends!
Mama’s noodle soup wasn’t warm enough
First of all, let’s get this straight – never use calamities as a marketing stunt! Ang being Filipinos, empathy is one way to capture our hearts. Emotionally striking ads talaga ang bebenta para sa pusong mamon ng mga Pinoy. At bilang suki tayo sa mga malalakas na bagyo all year-round, hindi maiiwasan na gawin ‘tong opportunity to hold outreach programs or just simply offer free services or products for those in need – which could be good PR for you. With the recent Typhoon Carina, we’ve seen ads that appear insensitive or tone-deaf to the situation of those affected. It may be ‘cuddle weather’ or a ‘ramen night’ for some, but this event is devastating for others. Such a move leaves your audience with the impression that the brand is capitalizing on people’s tragedies.
Not your body, not your business
During the height of the pandemic in 2021, we observed a shift in the messaging of digital ads. With timely and relevant lockdown stories, some beauty brands capitalized on themes related to the lockdown and its effects on people. While it’s common for beauty brands to show before-and-after results to highlight the effectiveness of their products or services, it’s crucial to be mindful of how you depict people’s bodies in your ads. If the material exaggerates people’s insecurities, you should think twice before posting it. After all, it’s not cutesy to exploit others’ insecurities just to promote your services. Bodies naturally change. Instead, why not help build confidence by recognizing the different forms of beauty?
Feeling main character?
It’s common for brands, politicians, or personalities to post congratulatory messages when someone from the Philippines wins in international competitions, like pageants. But please, let’s not steal their spotlight. Some of you might have noticed greetings on social media where the image of a specific person is larger than that of the one being congratulated. Isn’t that strange? It feels more like self-promotion than a genuine celebration of the nation’s win – bad PR, don’t you think?
Overall, moment marketing is both a risk and an opportunity for brands depending on how it is done. It’s a risk because you’ll never know how people would react to your ads, especially if it tackles a sensitive issue. The intentions may be genuine but what matters most is how it was received by your audience. Remember, MoMa is not a one-size-fits-all strategy. What worked for others might not work for you. On the other hand, it’s still a great opportunity to gain traction, build awareness, and establish relevance on digital platforms if done right. That’s why you always have to stick to your goals to keep you on track so you can do what’s applicable for your brand. Nonetheless, just savor it! Malay mo, this moment might just become the biggest break for you. 😉
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