As we reflect on the marketing landscape of 2024, a clear trend emerges: successful brands have transformed into expert entertainers. This year, the marketing strategies that resonated with consumers revolved not just around products but around experiences, narratives, and cultural moments that captivated attention.
Harnessing Cultural Moments
A significant driver of this transformation has been brands’ ability to align themselves with major cultural events and viral trends. The Olympics stood out as a prime example. LVMH, the luxury conglomerate, leveraged its status as an official sponsor to place its logos on everything from medal trays to high-profile dance performances during the opening ceremony. This level of visibility ensured that the brand’s name was synonymous with one of the year’s most watched events.
Moreover, the influence of pop culture cannot be underestimated. Take Charli XCX’s album “Brat,” which sparked a wave of interest around green-themed products among retailers. Brands like Acne Studios and Converse capitalized on this momentum, collaborating with XCX and even hosting concerts tied to her promotional efforts. Similarly, fashion labels celebrated the anticipated release of the “Wicked” movie. From Aldo to Gap, many brands launched dedicated collections, showcasing a concerted effort to tap into the cultural zeitgeist.
The Power of Social Media Engagement
Social media platforms have offered invaluable opportunities for brands to engage with targeted audiences in creative ways. For instance, Old Navy partnered with comedian Delaney Rowe on TikTok to showcase its clothing range, employing humor to connect with a younger demographic. This approach not only humanized the brand but also aligned it with the rising trend of relatable, entertaining content.
Brands like Coach took similar steps, dressing popular comedians Benito Skinner and Mary Beth Barone during their podcast tours. Such collaborations go beyond traditional advertising, crafting a narrative that consumers find enjoyable and engaging.
In a world where attention spans continue to shorten, the need for entertainment-oriented marketing has never been greater. Kenny Mitchell, Chief Marketing Officer of Levi’s, highlighted this shift: “To break through, you need to think about entertainment.” He emphasized the importance of contextual storytelling in brand communications, illustrating that the blend of entertainment and marketing is essential for consumer connection.
Navigating Measurement Challenges
Despite the successes of entertainment-based marketing, evaluating the effectiveness of these campaigns presents its own challenges. Many cultural activations extend beyond the realm of standard metrics, generating long-term returns that can be difficult to track. Brands are now tasked with figuring out how best to measure the impact of their cultural engagements, balancing short-term sales with long-term brand loyalty.
Ana Andjelic, a brand consultant, pointed out that today’s consumers desire entertainment more than ever. “If you keep people engaged with your content, even when they’re not purchasing, that is your strategy,” she noted.
Cultural Crossovers and Emerging Opportunities
While major events like the Olympics captured widespread attention, there remains significant potential in smaller, niche cultural moments. For instance, brands can thrive by tapping into TV shows with dedicated followings or artists who may not rank at the top but have fervent fan bases.
Women’s wear label Free People is an exemplar of this strategy, having successfully collaborated with Hulu’s hit series “Tell Me Lies.” Meanwhile, Glossier capitalized on the increasing visibility of the WNBA, extending its sponsorship to resonate with a growing audience interested in women’s sports.
Moreover, partnerships with social media creators offer a fresh approach to content creation. Marc Jacobs enlisted creator Nara Smith to produce a humorous recipe video centered around one of the brand’s tote bags. According to Louise Yems, strategy director at The Digital Fairy, brands increasingly favor leveraging the unique styles and voices of creators, moving away from conventional advertising models.
Taking Risks with Original Content
Creating original moments can also yield substantial rewards, albeit with a certain level of risk. One brand that exemplifies this approach is E.l.f. Cosmetics, which has consistently ventured beyond the expected with its marketing campaigns. From a Super Bowl ad featuring Judge Judy to quirky content that includes short true-crime parodies, E.l.f. has embraced the unpredictable nature of entertainment marketing. This daring strategy has propelled it to become the top mass beauty brand in the U.S., with 23 consecutive quarters of growth.
Laurie Lam, E.l.f.’s chief brand officer, emphasizes the importance of adaptability, stating, “Our strategy is never etched in stone.” By maintaining a bold and flexible approach, E.l.f. is able to push boundaries, ensuring that its marketing efforts remain relevant and engaging.
Monetizing Cultural Engagement
While entertaining consumers forms a fundamental pillar of brand loyalty, monetizing these efforts remains critical. Brands must establish clear KPIs—like store traffic, website visits, and conversion rates—aligned with cultural initiatives to assess their impact effectively.
Quince, a cashmere brand, is pursuing this balance by integrating user-generated content within its marketing strategies while also hosting events to foster community. Such hybrid approaches may not yield immediate returns, but they are essential for building a sustainable brand presence in today’s market.
Conclusion
2024 has indeed been a transformative year for branding, highlighting the importance of entertainment in marketing strategies. As brands continue to seek innovative ways to connect with consumers, they must remain agile, creative, and willing to embrace the cultural moments that define our society. The future of marketing lies not just in selling products but in creating experiences that engage, entertain, and resonate.
