Despite many people finding the word "moist" off-putting, Kraft Real Mayo strategically leveraged it with Search Moist, a search-hacking campaign to make "moist" Merriam-Webster's Word of the Year for 2023.
Kraft Real Mayo's Search Moist campaign was an online and offline effort that included everything from Search-A-Thon livestreams on Twitch to on-street canvassing and paid social ads with #SearchMoist to bring attention to the term and boost its visibility. The brand's unmissable stunts also amounted to delivering a large tub of mayo with a “Real Moist” label to Merriam-Webster’s headquarters.
Despite all of Kraft Real Mayo's best efforts with the Search Moist campaign, Merriam-Webster announced "authentic" as its 2023 Word of the Year.
Why This Trend Is Growing
- Search-hacking Campaigns
- Kraft Real Mayo strategically leveraged the term 'moist' with its Search Moist campaign to make it a trending word.
- Livestream Marketing
- Kraft Real Mayo organized Search-A-Thon livestreams on Twitch as part of its Search Moist campaign.
- Offline Brand Activism
- Kraft Real Mayo engaged in on-street canvassing and delivered a tub of mayo to Merriam-Webster's headquarters for its Search Moist campaign.
Industries Being Reshaped
- Food and Beverage
- Kraft Real Mayo utilized a search-hacking campaign to promote its brand and generate buzz in the food and beverage industry.
- Advertising and Marketing
- The Search Moist campaign showcased innovative marketing strategies and disruptive techniques in the advertising and marketing industry.
- Language and Linguistics
- Merriam-Webster's Word of the Year selection process explored the impact of Kraft Real Mayo's campaign on language trends and linguistics.
