Conventional wisdom suggests that a brand’s marketing messages are best pre-planned well ahead of time, organised, and kept one hundred percent under control by those responsible for external communications. The potential advantages of such an approach are well understood.
However, in-house marketing teams often lack the responsiveness and latitude to use the opportunity presented by a current event to tie their brand message to an external event for maximum impact. This can lead to a brand being seen as distant from its target audience and failing to capture the trends, feelings, and ideas typical of the time.
When Tesla delivered an embarrassing demonstration of its new Cybertruck in November of 2019 by breaking the supposedly bulletproof windows, Lego was quick to react by posting a picture of a Lego brick on wheels with the tongue-in-cheek caption, “The evolution of the truck is here. Guaranteed shatterproof”. The humorous and timely tweet alone received almost 28,000 retweets and over 100,000 likes.
In this webinar, Dr Banerjee will look at how brands have managed to relinquish control of their corporate messages and empowered social media teams to use humour, encourage improvisation and co-opt external events and trends, with great success.
Who should attend
This webinar is idea for anybody involved in overseeing external communications or who manages social media channels for their brand.
Dr Sourindra Banerjee is an Associate Professor of Marketing at Leeds University Business School. Sourindra’s research focuses on how brands can effectively use social media, and in 2020 his paper on Improvised Marketing Interventions in Social Media, which was was published in the Journal of Marketing, won the 2020 AMA TechSIG-Lazaridis Prize for Best Paper for Research on the Practice of Marketing.