13th October is considered No Bra day. Gentlemen, I can almost see those smiles you are all wearing. The craze or trend of social media users picking a date randomly, and linking it to a campaign in an effort to garner some attention towards the subject; is one awesome social innovation. #NoBraDay trended for a good 4 hours on Twitter and brought about a variety of interactions from different individuals - the everyday nudist, rife feminist, creepy and weird airhead; to simple everyday folk. That’s a lot of Big Data to be analysed. This data is crucial to unpack because it reveals new and different perspectives of the same target market the brands have come to know. Understanding this view or different side to them may direct the way brands package their offerings; this to form consumer satisfaction.
It is often said that “Knowing is winning half the battle” and “application” is the other half. Fitness fanatics and cancer associated organizations usually gain more engagement (conversation & discussion) on this day than usual because of this initiative. Note: October is Breast Cancer Month – coincidence? I think not.
The point here is: there is a huge opportunity to be explored by brands that undertake a particular matter as a point of interest. Insurance companies, apparel brands, lingerie and underwear brands; they too have something to offer in some way or another and in turn perhaps attain sales or further trust from their consumers through this ingenuity.
Should a brand such as a publishing/editorial company run their campaigns around such dates and not the conventional or everyday celebratory dates like 23 April, Talk Like Shakespeare Day, no wait, I meant 23 April, National Book Day, then maybe more engagement can be the case. The truth is; what is unusual or different drives engagement.
Benefits to implementing this idea:
- There are 365 days in a year to choose from and each can be altered to suit the brand’s goals, needs and targets.
- This kind of initiative provides “free” brand awareness.
Analysts like ourselves - Digital Republic Consulting (cough cough) - help by fine combing through the Big Data your social media platforms provide and in turn offer credible and actionable intelligence from it using our award-winning social intelligence tool partner, Tracx - a robust social media research and management platform. Honestly, going through 3 000 posts on Facebook is not something you would enjoy doing - we do because we find the social media world and industry fascinating and full of opportunity. Here is why:
Brands, gear up and gather those sales and marketing brains together. There are a lot of housewives and househusbands needing some pampering and acknowledgement out there. 3rd November marks Housewives Day.
The sudden realization of being negligent and unaware of topics, which to a large degree are unpopular but surprisingly important, evokes emotion. It is this emotion that drives the engagement brought about by these special days on social media - this can easily lead to action. By brands incorporating these weird, wacky, sometimes fun and worthy causes into their campaigns they get to be involved in something greater than profit - love for the brand. This brings about loyalty - a valuable entity to any business.
Written by Theriso Motaung