# Covert Campaigning Brands create faux accounts on social platforms to engage consumers. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Apr 23, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/covert-campaigning ## Key Figures - Trend score: 4.1/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Jan 18 to May 23, 2015 - Published: Apr 23, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia ## Themes within the Covert Campaigning trend ### Covert Marketing Brands are engaging consumers through faux profiles and accounts, fostering authentic connections and adding intrigue to online interactions. ### 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. ### 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. ## What the Covert Campaigning trend means for industry ### For 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 for Covert Campaigning Trend score 4.1 out of 10, from popularity 74%, activity 42%, freshness 8%. - Popularity: 74% - Activity: 42% - Freshness: 8% ## Examples of the Covert Campaigning trend 7 featured examples from Jan 18 to May 23, 2015. - [Robotic Dating App Stunts](https://www.trendhunter.com/trends/sxsw-tinder): This SXSW Tinder Marketing Stunt Used a Hot Robot to Promote Ex Machina (Category: Marketing) Implication: Disruptive innovation opportunities include using creative marketing techniques to generate buzz and increase ticket sales for movie releases. - [Bearded Matchmaking Research](https://www.trendhunter.com/trends/gillette-dating): These Gillette Dating Statistics Take Advantage of Tinder's Big Data (Category: Marketing) Implication: 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… - [Dating App Marketing Campaigns](https://www.trendhunter.com/trends/jason-derulo): Jason Derulo Recently Launched a New Video Through Tinder (Category: Pop Culture) Implication: The music industry can explore partnerships with dating apps to promote new music releases and engage with fans in a unique way. - [Secretive Party Campaigns](https://www.trendhunter.com/trends/undercover-games): Jagermeister's Undercover Games Used Snapchat to Reveal a Secret Party (Category: Marketing) Implication: Alcohol brands can create exclusive, immersive experiences for their customers through interactive social media campaigns. - [Creepy Networking Campaigns](https://www.trendhunter.com/trends/tv-marketing): This TV Marketing Stunt for 'Stalker' Scoped Out Profiles on LinkedIn (Category: Marketing) Implication: Disruptive innovation opportunities include leveraging interactive marketing campaigns to increase audience engagement and promote TV shows. - [Intoxicating Dating Stunts](https://www.trendhunter.com/trends/mobile-marketing-stunt): Primus' Mobile Marketing Stunt Targets Guys on Tinder (Category: Lifestyle) Implication: Disruptive innovation opportunity: Utilize creative marketing tactics, such as offering incentives, to attract customers and increase brand loyalty in the alcohol and beverage ind… - [Feline Dating Campaigns](https://www.trendhunter.com/trends/catfishing): This Canadian Cat Rescue Association Used Tinder for 'Catfishing' (Category: Social Media) Implication: Non-profit organizations, especially animal rescue associations, can utilize disruptive marketing techniques like catfishing campaigns to raise awareness and boost adoption rates. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)