The Delicate Balance of Branding Memes
As ACD - one of the early tasks I began to tackle was experimenting with Branded memes and how we might use them to promote events and the brand in general.
Challenge
Memes and meme-like informal content performs incredibly well. But over-brand and over-design it and you won’t see the same performance. Leave out branding altogether and you miss the opportunity for brand benefits from your viral content. It’s a fine line to walk and one I continually strive to improve/keep innovating on.
Solution
We’ve started piloting a number of light touch ways to brand meme content. With small subtle logos, photo treatments/frames that help indicate the brand, and deeply unserious content. Though this is a project that requires constant adjustment, check-in and collaboration with our content creation teams. It’s deeply rewarding when we start to see boosts in engagement on posts for things like event promotion.