Category
Lifestyle
Assisted Choices
Trend cluster
Category
Covert
Campaigning
Brands create faux accounts on social platforms to engage consumers.
4.1
Trend score
Trend
What is the Covert Campaigning trend?
Covert Campaigning: Moving beyond traditional social media engagement, brands are turning to unsuspecting online marketing tactics to add intrigue to the brand-consumer experience. Creating faux profiles and accounts, brands are going undercover to engage with consumers in a more lighthearted yet approachable manner. This covert tactic reflects a need to not only engage with consumers online, but to do so in a way that fosters a real and authentic connection with those involved.
Trend themes
Themes within the Covert Campaigning trend
Three behaviours holding the trend together01
Covert Marketing
Brands are engaging consumers through faux profiles and accounts, fostering authentic connections and adding intrigue to online interactions.
02
Social Network Marketing
TV shows and beer brands alike make use of LinkedIn and Tinder, respectively, to find and target their audiences, and to gather data to fuel market research.
03
Social Media Collaboration
Artists like Jason Derulo and EDM producer Zedd are finding unique ways to partner with popular dating apps like Tinder to access and promote their content.
Industry implications
What the Covert Campaigning trend means for industry
Where the trend changes the playbookFor
Advertising
Covert campaigns and social network marketing demonstrate how businesses can engage consumers in new, creative ways and drive audience growth through dynamic offline to online campaigns.
For
Entertainment
TV shows and independent artists are finding innovative ways to reach their fans and grow their audiences, such as collaborating with popular social media platforms and dating apps to attract younger consumers.
For
Consumer Goods
Marketing campaigns for beer brands and personal grooming products are making use of large scale hookup apps to gather data on user preferences to develop more effective marketing strategies.
Workshop question
What is one way that your brand gathers consumer insights? Could you alter this to be more obscure? How?
Trend signals
Trend signals for Covert Campaigning
Trend score 4.1 out of 10, from popularity 74%, activity 42%, freshness 8%.
Popularity74%
Activity42%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Covert Campaigning trend
7 featured examples from Jan 18 to May 23, 2015CategoryMarketing
Robotic Dating App Stunts
This SXSW Tinder Marketing Stunt Used a Hot Robot to Promote Ex Machina
Disruptive innovation opportunities include using creative marketing techniques to generate buzz and increase ticket sales for movie releases.
CategoryMarketing
Bearded Matchmaking Research
These Gillette Dating Statistics Take Advantage of Tinder's Big Data
Consumer goods industries, such as shaving products and grooming tools, can benefit from implementing the findings of the Gillette dating research to target their marketing strate…
CategoryPop Culture
Dating App Marketing Campaigns
Jason Derulo Recently Launched a New Video Through Tinder
The music industry can explore partnerships with dating apps to promote new music releases and engage with fans in a unique way.
CategoryMarketing
Secretive Party Campaigns
Jagermeister's Undercover Games Used Snapchat to Reveal a Secret Party
Alcohol brands can create exclusive, immersive experiences for their customers through interactive social media campaigns.
CategoryMarketing
Creepy Networking Campaigns
This TV Marketing Stunt for 'Stalker' Scoped Out Profiles on LinkedIn
Disruptive innovation opportunities include leveraging interactive marketing campaigns to increase audience engagement and promote TV shows.
CategoryLifestyle
Intoxicating Dating Stunts
Primus' Mobile Marketing Stunt Targets Guys on Tinder
Disruptive innovation opportunity: Utilize creative marketing tactics, such as offering incentives, to attract customers and increase brand loyalty in the alcohol and beverage ind…
CategorySocial Media
Feline Dating Campaigns
This Canadian Cat Rescue Association Used Tinder for 'Catfishing'
Non-profit organizations, especially animal rescue associations, can utilize disruptive marketing techniques like catfishing campaigns to raise awareness and boost adoption rates.
