Posted on : 2022-09-16 03:08:56
Article : Good evening, Friday Management TASK 208- Brand campaign is all about the experience of experiential marketing and in market place it is common for us to recognise the product by brand name…
We are confident that you would enjoy reading this post to that has useful content on strategic business operation methods in the competitive market place. This is one such story of brand campaign that expresses its angle of successful market operation for growth.
In market place it is common for us to recognise the product by brand name and to get it to that position it is Brand promotion which is the way to inform, remind, persuade convincingly, and influence the consumers to drive their decision towards purchasing the product or service under a brand. Marketing force of a company conducts brand promotion primarily to differentiate the product by convincing the customers about the unique features of the brand and to build brand equity. Further to outperform the competitor’s marketing efforts: and to build positive brand image in a highly competitive market, even a well-established brand has to be promoted to retain market share.
Brand promotion is well received by the consumer when it is through a theme-based campaign that keeps the brand on the top of consumers brand recall options. Certain brands are promoted seasonally and certain are promoted during sports events, and festivals. Brand Marketing campaigns are conducted in all global markets but themes and activities will mostly focus to suit to that local markets’ cultures. When we view multiple brand’s media advertisements and campaigns, common factor we observe would be brand name and product attribute apart from the theme and background. It would be interesting to view all brand promotions to understand impact that brand can crate with the consumer and to understand the creative thought behind the brand promotion.
But brand campaign is all about the experience of experiential marketing. Experience create connections and connections bring people back, making the event super successful. Experiential marketing focuses on creating an experience for the participant, which then, in turn, evokes an emotion or reaction that is memorable for them. This memory and emotional reaction generally transfer onto the brand and establishes a positive consumer emotional connection. It offers a win-win for both marketers/brands and participants. This experiential marketing otherwise is just an engagement marketing that invites consumer to interact with a business brand in a real-world situation as they would be event -centric. This is to increase the brand awareness and brand consumer loyalty.
Every brand marketer conducts brand campaigns across the global markets through various themes and it would be interesting to recall certain brand’s marketing campaigns. One among them is Cadbury’s Crème Egg Hunting Season campaign of UK. Continuing this theme for 2019 Cadbury ran into problem with a flat budget, longer Easter season and nothing new to talk about, the brand knew it needed to reinvent the game.
The trick was working out how to up the ante. Cadbury Creme Egg already had 91% awareness over the Easter period and was able to trade off its scarcity, given that the product is only available from January to Easter. The idea of being available for a limited time only was the original inspiration behind the Creme Egg Hunting Season campaign introduced in 2017. Riffing off this concept, in 2018 consumers were encouraged to hunt for the rare white Creme Egg. So, in 2019 the team were wrestling with how to get more consumers involved and sell more eggs, as well as engage the 16- to 34-year-old age group. Insight suggested that while this younger demographic is typically switching away from traditional media and using ad blockers, they enjoy rich brand experiences.
Based on this insight, Cadbury and its media agency Carat decided to use the limited edition white Creme Egg again, but this time to hide the eggs in other brands’ advertisements and websites. While this is the plan of Cadbury, please comment your perceptive execution plans for this brand campaign before we post our Solution on our Good morning, Monday management for TASK 208 on 19th Sept 2022.
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