Squid game has taken over the world by storm. While many people are binging on the gripping thriller series on Netflix, many more brands and businesses are joining in the hype for the show by re-imagining the very recognizable shapes that have become iconic to the show. From the basic shapes on the mysterious business cards to the more complicated umbrella of the Dalgona game, businesses are seen having fun integrating these shapes into their brands. In the examples below, we take a look at how this Netflix sensation have made its way into the marketing frenzy of various brands.
GoodStuph
Do you think you can survive this challenge by GoodStuph?
F&N (Malaysia)
Meanwhile, F&N Malaysia keeps it light-hearted with a squid-game-inspired introduction to their new range of beverages.
Hong Kong Airlines
Hong Kong Airlines has also joined in the trend, putting their own iconic twist on the Dalgona challenge.
Pop Culture Trends As Marketing Tool
The examples above clearly show the fast growing popularity of the show and also the quick reaction of marketers in jumping onto the bandwagon. This is a very clever way to get your brand looking cool and trendy, in accordance with any relevant trend that is raving at the moment. This is because the movement of demand and supply of trending events are quite predictable and the people who are able to catch on to the trend early in the game will be able to reap great profits not just financially but also reputation-wise.
Being ahead of trends is a key marketing tool that sends a powerful message to your audience. When a brand is participating in conversations or topics that a trending, it sends a signal to the audience that the brand understands them and is relevant to them. It also indirectly communicates that the brand is adaptable in adjusting itself to serve its customers in various ways and through various stages of the life journey. When executed well, staying abreast of pop culture can help to organically raise brand awareness and also brand engagement on social media.
However, be careful to not jump onto all trends. Any trend that you want to jump into needs to have an emotional connection with your audience and also be tied back to your business values. This will help to differentiate you from other brands and businesses that are also trying to jump into the bandwagon. Beyond just garnering attention, your post and campaign also need to provide value for your audience. This is where the crucial decision lies in whether to participate in a trend as a natural fit to your brand or to hold your cards for a trend that makes more sense. Work smart and utilize social media listening and social media monitoring tools to help you identify trends worth jumping into.
Just remember that while it may be tempting to get your brand name out any way you can, it is even more important to build and develop long-term value and relationships with your customers. When jumping onto trends becomes the primary communication strategy, your brand may start to seem disinigenous and tacky. With that said, do have some fun in participating in trends but also be congnizant in keeping true to your brand values.
