Meme Marketing in 2020 | What Is Meme Marketing? | Meme Marketing By Brands

By - Runal Mehta
Brands today have many ways to connect with potential customers – through the offline medium and the online medium
But by just pushing products online – you are not attracting customers, you are pushing them away.
Because they are just fed up with ads!

One of the effective methods is to turn the advertisement into a MEME
About 85% of the content shared on social media today comprises of memes.

The word “meme” was first used way before the days of Facebook or Twitter.
In 1976, Richard Dawkins wrote a book called The Selfish Gene where he used the word Meme to describe the way a cultural trend spreads or becomes viral.

With the rise of the internet, however, memes have been completely redefined. They are in the form of a picture with a funny caption or in the form of a video.
Meme marketing is a subset of viral marketing.

They are three ways of looking at Memes –
1) by the companies to promote their brands
2) by the audience to troll the brand
3) by audience picking up the latest trend

Brands are Using Memes to promote their products and services
- Zomato has made memes a part of its marketing campaigns
- One Plus took a dig at its competition years back
- Big Bazaar and RVCJ Media collaborated for a meme based campaign to promote the Big bazaars Public Holiday Sale in 2018
Others who have turned to memes to lighten their social media posts area -
Mumbai Police & Punjab Police

But there are dome brands that create their own content
Netflix - They use their own content as the basis for the joke, and the audience loves that!
In fact - Netflix has its own sub-account named ‘Netflix is a Joke’ on their social platforms that are used specifically for meme-marketing
Sometimes Brand also come together to troll each other

Meme Jacking - refers to a practice of taking advantage of the current trend of Internet memes.
That means - brands use previously created memes in their own marketing strategy.
The best example here is the trend of JCB memes

In the Moment Marketing,
This format of marketing allows brands to reach out to their target consumers in a quick time at a marginal cost
For instance, when Yuvraj Singh announced his retirement several big brands took advantage of the moment.

The next brand to get its timing right was - Oreo
During Super Bowl XLVIII in New Orleans, there was a blackout in the
Superdome, which caused a 34-minute delay.
Oreo grabbed headlines without paying millions of dollars for air time.

The next up one to do it in style was - Manforce
Sunny leone was trending all over the social media platform after Arnab Goswami Referred Sunny Deol as Sunny Leone.
But Manforce replied in style

Finally when it comes to the leader in Moment marketing
It is our very own dairy brand - Amul
The Amul girl has always been topical and spoken to the country on current issues, political and non-political developments in real-time.
Till date, Amul Girl amuses the Indian audiences with its phenomenal one-liners nearly every day.
The key to running such a campaign is speed. Both, the brand and agency, have to act fast to capture the ‘moment’.

Now let us see how Memes are made by the audience to troll the brand –
Apple - Apple products have always been at the receiving end of memes made by the audience
Apple gets trolled for its exorbitant price and features of the product compared to android products.
But all the trolls seem to work in their favor and position Apple as a premium brand.

Vimal and Jackie shroff for MCG were trolled heavily

Memes can be a very effective tool –– but sometimes brands fail to connect with the audience –
For instance, take a look at this attempt by Chevrolet, where they decided to speak in emoji to appeal to their followers.
Meme and the Money
Memes have emerged as a lucrative profession for its creators
A consumer brand spends somewhere between Rs 1,000 to 50,000 on a meme.

Earlier, meme pages used to make money mainly through Google advertisements, videos, or cross-promotions.
Today, they make anywhere between Rs 10 lakh to Rs 4 crore in a year.
Political parties, too, have significantly increased their spending on memes. During elections, a party engages with a meme page for about 30 days and spends Rs 60,000-80,000
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