Category
Lifestyle
Assisted Choices
Trend cluster
Category
Social
Rebranding
Big brands turn to niche networking to create a more genuine overall appeal.
4.8
Trend score
Trend
What is the Social Rebranding trend?
Social Rebranding: As companies grow in size, so too do their marketing approaches, often resulting in campaigns that feel overly exaggerated and hard to relate to. Seeking to acquire more of a genuine appeal that often falls in line with smaller, start-up retailers, big name brands are turning to social media platforms to engage with consumers on a more interactive, and personal level. Targeting consumers and their need for social communication, conglomerates are using conversational techniques to bring an air of humor and approachability to large-scale, corporate enterprises.
Trend themes
Themes within the Social Rebranding trend
Three behaviours holding the trend together01
Interactive social media campaigns on niche platforms
Big corporations are utilizing social media platforms to directly engage with consumers in a personal, humorous way, tapping into a need for social communication that resonates with consumers.
02
Eco-friendly hashtag campaigns
Trend Hunter Robot noted that more brands are promoting eco-friendly initiatives in their marketing campaigns for environmentally conscious millennial consumers with campaigns such as Scott Brand's Toss the Tube and NASA's Earth Day global selfie campaign.
03
Bribing social media campaigns
Companies such as Newcastle Brown Ale and McDonald’s are discovering new ways to connect and reward their consumers through social media platforms like Twitter and Snapchat.
Industry implications
What the Social Rebranding trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Companies like Newcastle Brown Ale and McDonald's are utilizing unique social media campaigns to help connect with their consumers and thereby increasing customer loyalty.
For
Automotive Industry
Honda's #Cheerance event is part of a larger trend of car industry companies trying to market their products through memes and humour via social media.
For
Cosmetics and Personal Care Industry
Personal care companies are tapping into the trend of eco-friendly and natural products by promoting environmentally conscious practices and products that appeal to the environmentally conscious millennial market.
Trend signals
Trend signals for Social Rebranding
Trend score 4.8 out of 10, from popularity 84%, activity 53%, freshness 8%.
Popularity84%
Activity53%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Social Rebranding trend
6 featured examples from Mar 24, 2013 to Feb 2, 2015CategoryMarketing
Bribing Social Campaigns
This Newcastle Brown Ale Twitter Campaign Will Pay You $1 for Following
The alcoholic beverage industry can explore reward-based marketing strategies like Newcastle Brown Ale's 'Follow the Money' campaign to incentivize customer loyalty
CategoryMarketing
Chocolate Social Media Feuds
Kit Kat Challenges Oreo to Twitter Tic-Tac-Toe with Hilarious Results
Opportunity for food and beverage brands to participate in playful social media feuds, creating buzz and brand loyalty.
CategoryAutos
Meme-Filled Car Campaigns
Honda's Fun Social Media Campaign Aims to Spark Millions of Smiles
Disruptive innovation opportunity: Utilizing social media and digital platforms to connect with consumers in a fun and engaging way, creating brand loyalty.
CategoryEco
Planetwide Selfie Campaigns
For Earth Day 2014, NASA is Helping the Earth Take a Selfie from Space
Opportunity for social media platforms to enhance user engagement by offering specialized features and filters for the global selfie campaign.
CategoryMarketing
Fast Food Launching Snaps
The McDonald's Snapchat Account Will Feature LeBron James
The fast food industry has an opportunity to engage with millennials and create new marketing strategies using Snapchat-based advertising.
CategoryEco
Eco-Friendly Hashtag Campaigns
Scott Brand's Toss the Tube Initiative Promotes Tube-Free Tissues
The home and design industry can leverage eco-friendly hashtag campaigns and tube-free packaging to appeal to environmentally conscious consumers and drive sales.
