The cracked Egg came to symbolize mental health awareness and garnered positive feedback from individuals ready to tear down barriers to talking about mental health concerns.Īs Hulu’s CMO, Kelly Campbell, notes, the Egg broke ground and built “lasting connections with customers.” At the same time, it propelled Hulu ahead in cultural relevance and solidified the streaming service’s place as a respected leader, growing its Instagram following by 25 percent.Ģ. Explore ways that your company can speak to those issues in some way, a la Hulu with its World Record Egg campaign. Use your platform as a springboard for culturally important topics.Įvery cultural group has its hot - or at least warm - button issues. Consider these strategies for boosting your cultural relevance.ġ. Once you comprehend the culture of your target audience, you must determine how you fit into it. Consumers spot brand insincerity from a mile away, which is why a business can’t just jump on a bandwagon without taking the pulse of the bandwagon’s passengers. Brands that embrace this truth can actively participate in respectful, insightful ways, becoming valid contributors to culture, not something thrust upon it. Truly, every market segment has unique cultural beliefs and expectations. If you understand your audience, you’re no longer reacting you’re helping people come up with definitions for themselves.” And the key word is “understand” - too many marketers forget that target markets are more than their data suggests (e.g., “married females, ages 45 to 54, with household incomes above $75,000”). He continues, “You’re making your audience feel like your brand is a part of their lives. Mark Bradley, president of creative agency Bradley and Montgomery, explains that cultural relevance is “connecting what you do, as a brand, to your specific audience’s culture, not what is trending in culture.” What’s trending on Twitter may not be pertinent to a specific demographic. When talking about culture, it’s essential to delineate between culture and fads. Cultural relevance involves deeply understanding - and sometimes indicting, as Pixar has done here - the true cultural norms and expectations of buyers. Although Purl eventually changes the culture at her company, brands don’t always secure that kind of relevance.
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