Social ad fatigue is real. A recent study by Nielsen found that 41 per cent of consumers actively tune out ads on social media, while 67 per cent admit to “banner blindness”.
Thus, brands are constantly seeking innovative ways to capture attention. Bizarre marketing, with its unconventional and often shocking tactics, has emerged as a powerful tool for standing out from the crowd.
But when does it truly work, and how can it be effectively implemented?
Irina Tatarinova, Brand Director at Flowwow, shares her thoughts on these “wow-drops”.
When does bizarre marketing work?
The effectiveness of bizarre marketing for established brands is often amplified during peak seasons. By investing in bold, unexpected campaigns, these brands can further elevate their profiles and stand out in a crowded market. Tactics such as limited-edition products, influencer collaborations, exclusive events, or pop-up experiences can generate significant buzz.
Jacquemus, a brand known for its audacious and immersive marketing campaigns, has seen immense success with all of these tactics. This brand frequently utilises CGI to create surreal and eye-catching campaigns, going viral with each new video.
View this post on Instagram
A wow-factor launch can be a powerful tool for generating excitement around a new product line, regardless of the season. For established brands, unconventional campaigns can be particularly effective in creating a memorable launch and driving initial sales.
Think Jacquemus once again – during their “Le Chouchou” collection launch, they sent a branded ice cream truck, shaped like the collection’s signature bag.
View this post on Instagram
Low seasons present unique opportunities for emerging brands. By embracing bizarre marketing tactics, these brands can capitalise on a less crowded media landscape to gain visibility and build brand awareness.
Peonymania is a prime example. May-June is typically a quiet time for gifting, but by focusing on the limited availability and exquisite beauty of peonies, we transformed a potential downturn into a sales boom.
By launching a captivating campaign, we were able to stand out and generate significant interest. Artificially created creative campaigns can help overcome the challenges of seasonality.
Such campaigns can become a distinctive brand asset, driving sales and building brand loyalty.
Top three regional bizarre marketing moments
The UAE has become a breeding ground for innovative and daring marketing campaigns. Here are three standout examples from 2024:
- Careem’s sheep and goat delivery
Careem’s Udhiyah delivery service emerged as a standout marketing moment in the region this year. By seamlessly integrating religion and culture into their service offering, Careem tapped into a deep-rooted consumer need during Eid Al-Adha. The campaign effectively leveraged the platform’s commitment to simplifying daily life, aligning with its broader strategy of service expansion. This innovative approach positions Careem as a forward-thinking company that understands and responds to the evolving needs of its customers.
- Starbucks’ Ramadan cups
By incorporating traditional henna patterns into their cup designs, Starbucks seamlessly blended cultural heritage with their brand identity. The campaign aligned perfectly with the holiday’s themes of togetherness and belonging, resonating deeply with the target audience. This innovative approach not only celebrated the region’s heritage but also capitalised on the growing popularity of henna art, making it a standout marketing success.
- Flowwow’s self-made season Peonymania
Flowwow transformed the traditional challenges of seasonal marketing into a thriving opportunity with its Peonymania campaign. Through strategic collaborations with influencers and local businesses, an outreach with a curated “Be Your Own Florist” box, captivating content, and innovative activations (like our top made entirely of peonies), we created a unique and memorable brand experience.
Creating integrated, product-specific campaigns
The key to successful bizarre marketing is to start with a clear goal. Whether it’s increasing sales, building brand awareness, or generating buzz, having a well-defined objective is crucial.
Understanding your target audience is equally important. Segmentation helps identify specific customer groups and their needs.
By analysing data and identifying patterns, you can create tailored campaigns that resonate with your audience.
The 5W framework – What, Who, Why, When, Where – will guide you in uncovering hidden insights about product preferences, customer behaviours, and decision-making processes.
The research and preparation phase are the most creative parts of the whole process. Collect inspiration, analyse competitors, and identify your product’s unique selling points.
Building on these elements, create a campaign that is both unique and relevant. Remember, context is everything. Consider the season, market trends, cultural nuances, and competitive landscape when developing your campaign.
By following these steps, you’ll be well-equipped to create campaigns that not only stand out, but also drive results.
With a clear goal and deep audience insights, you’re ready to craft a truly bizarre marketing campaign. Combine creativity with strategic thinking to develop a cohesive approach that spans multiple channels.
Remember, the most effective campaigns are those that seamlessly integrate with your brand identity and resonate with your target audience.
