Brand moment and content must have a logical coherence
Posted: Sun Dec 22, 2024 5:45 am
What do you think is the formula for success for a good April Fool's Day hook?
“Let me say this first,” says Thijs. “April Fool’s Day is an incredibly obvious moment that you might not even want to try to hook into. The competition is fierce. You have to come up with a really good joke to be successful with a hook on April Fool’s Day. On the other hand, it is actually the ultimate hook moment. Consumers also expect a good joke from some organizations.”
If you do tap into such predictable moments, two things are important:
As an organization you need to give a 'twist' to the message
Organisations such as HEMA, Heineken and Albert Heijn are known for their strong tie-ins on holidays, but also on ad-hoc moments. For example, Albert Heijn came up with a tie-in to the hit series 'De Luizenmoeder' in early March. In the series, Albert Heijn's mocha pastries were shown with a sticker of 35% discount in connection with the expiration date. The joke 'a token of appreciation' was adopted by Albert Heijn. The supermarket giant tied in with De Luizenmoeder and gave all mocha pastries with a 35% discount, because throwing them away is a waste.
The connection between brand, moment and content is strongly evident in this hook. The Albert Heijn brand is (indirectly) used in a popular Dutch series, so they seize this moment to hook in by discounting all pastries in the store and posting this on social media . Fans of De Luizenmoeder – and there are quite a few – will certainly appreciate the joke. A textbook example of how you can tap into existing networks or communities in one go. Win-win!
One of the Netherlands' best-known beer brands also switzerland whatsapp number regularly hooks in successfully. As a sponsor of the Olympic Games in Pyeongchang last February, Heineken had its pick of hook-ins. This tweet appeared on Twitter after TeamNL won a gold and a bronze medal.
— Heineken NL (@Heineken_NL) February 12, 2018
What makes the hook good? The link between gold and beer is one that Heineken makes regularly. The connection between winning gold and a golden beer is clear and recognizable. The twist is in the educational part. Because yes, how do you actually write 'gold' in Korean?
Also read: The Christmas campaigns you would have liked to have made yourself
What should you pay attention to and what should you do or not do?
“What you should definitely not do is to join in haphazardly. In our book, we therefore give the following tip: if it doesn't help, it does harm. You need to be clear about why you want to join in and who you want to reach with it. If you just assume that your target group has certain associations with your brand, then that can go wrong.
“Let me say this first,” says Thijs. “April Fool’s Day is an incredibly obvious moment that you might not even want to try to hook into. The competition is fierce. You have to come up with a really good joke to be successful with a hook on April Fool’s Day. On the other hand, it is actually the ultimate hook moment. Consumers also expect a good joke from some organizations.”
If you do tap into such predictable moments, two things are important:
As an organization you need to give a 'twist' to the message
Organisations such as HEMA, Heineken and Albert Heijn are known for their strong tie-ins on holidays, but also on ad-hoc moments. For example, Albert Heijn came up with a tie-in to the hit series 'De Luizenmoeder' in early March. In the series, Albert Heijn's mocha pastries were shown with a sticker of 35% discount in connection with the expiration date. The joke 'a token of appreciation' was adopted by Albert Heijn. The supermarket giant tied in with De Luizenmoeder and gave all mocha pastries with a 35% discount, because throwing them away is a waste.
The connection between brand, moment and content is strongly evident in this hook. The Albert Heijn brand is (indirectly) used in a popular Dutch series, so they seize this moment to hook in by discounting all pastries in the store and posting this on social media . Fans of De Luizenmoeder – and there are quite a few – will certainly appreciate the joke. A textbook example of how you can tap into existing networks or communities in one go. Win-win!
One of the Netherlands' best-known beer brands also switzerland whatsapp number regularly hooks in successfully. As a sponsor of the Olympic Games in Pyeongchang last February, Heineken had its pick of hook-ins. This tweet appeared on Twitter after TeamNL won a gold and a bronze medal.
— Heineken NL (@Heineken_NL) February 12, 2018
What makes the hook good? The link between gold and beer is one that Heineken makes regularly. The connection between winning gold and a golden beer is clear and recognizable. The twist is in the educational part. Because yes, how do you actually write 'gold' in Korean?
Also read: The Christmas campaigns you would have liked to have made yourself
What should you pay attention to and what should you do or not do?
“What you should definitely not do is to join in haphazardly. In our book, we therefore give the following tip: if it doesn't help, it does harm. You need to be clear about why you want to join in and who you want to reach with it. If you just assume that your target group has certain associations with your brand, then that can go wrong.