# Social Rebranding Big brands turn to niche networking to create a more genuine overall appeal. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Apr 24, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/social-rebranding ## Key Figures - Trend score: 4.8/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Mar 24, 2013 to Feb 2, 2015 - Published: Apr 24, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Social Rebranding trend ### 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. ### 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. ### 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. ## What the Social Rebranding trend means for industry ### For 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 for Social Rebranding Trend score 4.8 out of 10, from popularity 84%, activity 53%, freshness 8%. - Popularity: 84% - Activity: 53% - Freshness: 8% ## Examples of the Social Rebranding trend 6 featured examples from Mar 24, 2013 to Feb 2, 2015. - [Bribing Social Campaigns](https://www.trendhunter.com/trends/newcastle-brown): This Newcastle Brown Ale Twitter Campaign Will Pay You $1 for Following (Category: Marketing) Implication: The alcoholic beverage industry can explore reward-based marketing strategies like Newcastle Brown Ale's 'Follow the Money' campaign to incentivize customer loyalty - [Chocolate Social Media Feuds](https://www.trendhunter.com/trends/social-media-feuds): Kit Kat Challenges Oreo to Twitter Tic-Tac-Toe with Hilarious Results (Category: Marketing) Implication: Opportunity for food and beverage brands to participate in playful social media feuds, creating buzz and brand loyalty. - [Meme-Filled Car Campaigns](https://www.trendhunter.com/trends/fun-social-media-campaign): Honda's Fun Social Media Campaign Aims to Spark Millions of Smiles (Category: Autos) Implication: Disruptive innovation opportunity: Utilizing social media and digital platforms to connect with consumers in a fun and engaging way, creating brand loyalty. - [Planetwide Selfie Campaigns](https://www.trendhunter.com/trends/selfie-from-space): For Earth Day 2014, NASA is Helping the Earth Take a Selfie from Space (Category: Eco) Implication: Opportunity for social media platforms to enhance user engagement by offering specialized features and filters for the global selfie campaign. - [Fast Food Launching Snaps](https://www.trendhunter.com/trends/mcdonalds-snapchat): The McDonald's Snapchat Account Will Feature LeBron James (Category: Marketing) Implication: The fast food industry has an opportunity to engage with millennials and create new marketing strategies using Snapchat-based advertising. - [Eco-Friendly Hashtag Campaigns](https://www.trendhunter.com/trends/toss-the-tube): Scott Brand's Toss the Tube Initiative Promotes Tube-Free Tissues (Category: Eco) Implication: The home and design industry can leverage eco-friendly hashtag campaigns and tube-free packaging to appeal to environmentally conscious consumers and drive sales. ## 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)