Moment marketing has become a popular tool for businesses over the past few years, and for good reason. It’s a marketing strategy that uses timely events as an opportunity to interact with customers in a meaningful way. This can include advertisements, promotions, or content that is tailored to the current moment in time. Moment marketing is all about understanding customer needs, values, and interests, and using those insights to create content that resonates with them at the moment.
So, without any further ado let’s dive into some best campaigns of moment marketing.
Amul
Amul is a renowned brand that is known for its creative and witty moment marketing campaigns. For over 50 years, the company has been able to keep up with the latest trends and news to promote its products. Amul has been able to use small newspaper comics, huge billboards, and even social media to publicize its products. What makes Amul’s marketing campaigns special is that they are always fresh and never repetitive as they come up with something new for every possible topical event. Moreover, the one-liners by the Amul girl are always unforgettable.
For example, during the COVID-19 pandemic, Amul released content around corona vaccination, masks, and safety, which not only resonated with the public because of the pandemic, but it also conveyed the message that Amul was taking necessary precautions to ensure the safety of their products.
And recently, when Argentina won the third FIFA World Cup, Amul came up with Messi, maska Leo!
To honour the success of the South Indian film Pushpa, this one was released. Concentrate on the word choice. Amazing!
Snubbing Ashneer Grover from Shark Tank is another intriguing one. Niti’s suggestion for reversible apparel was rejected by Ashneer. Not only that, but he blasted her business concept and told her to scrap it entirely.
Click on the below links and check out how creatively Amul catches each and every moment.
https://www.instagram.com/reel/ClTc7oCIGtU/?igshid=NTdlMDg3MTY%3D
https://www.instagram.com/p/CjR95B4si08/
Netflix India
Netflix, one of the best OTTs has also taken advantage of moment marketing many times. One of them is the recent #SpotifyWrapped campaign. Netflix has created custom Spotify Wrapped playlists featuring music from its shows. These playlists are available on the streaming service and feature popular songs by Ed Sheeren, Joey Trap, Joji and many more.
The playlists were meant to remind viewers of their favorite Netflix shows and encourage them to watch them again. The playlists also serve as a way for viewers to share their memories of the shows with their friends. By sharing the playlists, viewers can also spark conversations about the shows with their friends. It was a great way for Netflix to engage with its viewers and create a unique moment marketing opportunity.
Another Netflix effective moment marketing campaign was ‘Rasode me kon tha‘ on Peaky Blinders.
The post featured a clip from the show and a meme of a character asking “Rasode Me Kon Tha?”
The post was a clever reference to the show, as well as a great opportunity for fans to interact with the show and its characters. By capitalizing on the popularity of the show and its characters, Netflix was able to create an engaging and memorable moment for its followers.
The post was also strategically timed to coincide with the release of the new season of Peaky Blinders, allowing Netflix to capitalize on the hype surrounding the show and its characters. This was an effective way to drive viewers to their streaming service and increase engagement with their content.
At the time of the ‘jal lijiye’ challenge meme, rains in Mumbai, and other topics, Netflix’s tweets were immensely popular. During the COVID pandemic, when social distancing and lockdown were the norms, Netflix kept its audience engaged through moment marketing.
This style of marketing, now known as stiletto sarcasm, involves Netflix not taking a direct stand on any issue or event, but making comments that are still enough to pique the audience’s interest.
Like the recent tweet on Vim’s ad. Click on the below link to have a look.
https://mobile.twitter.com/NetflixIndia/status/1601588546699231232
Dunzo
Dunzo is a quick delivery service that enables customers to order from a variety of stores and have their purchases delivered directly to their homes. It has been also using moment marketing to reach their customers, leveraging current events, trends, and popular culture to create campaigns that generate buzz and engagement.
Customers who are knowledgeable about the subject matter often react positively to it. Dunzo’s “Mask Melon” promotional strategy is a great example of moment marketing.
And see how Dunzo boy is tapping his feet on the trending Gypsy reel.
https://www.instagram.com/p/CmYwASEuR5H/
Fevicol
Fevicol, an Indian adhesive brand, is also one of the best examples of a brand that has embraced moment marketing. The company uses its social media channels to stay up to date on current events and trends and create content that is highly shareable. The most relevant example of Moment marketing is this post by Fevicol when Argentina wins FIFA World Cup 2022.
In 2021, Cristiano Ronaldo made headlines when he pushed aside two bottles of Coca-Cola during a pre-match press conference. Taking advantage of this publicity, Fevicol quickly created a humorous post featuring an empty chair with two adhesive bottles on the table instead of Coca-Cola. The tagline of the graphic read, “Na bottle hategi, na valuation gathegi”, which translates to “Neither will the bottles move nor the valuation will dip”. This ad was a clever way to send out the message that the product is very strong and reliable.
Fasoos
An exclusive #SacredWraps collection was introduced by Faasos. All of the wraps in the collection were given new names based on well-known characters from the Sacred Games. And they were personified and detailed as though giving the character’s story in a single wrap. This move drew a lot of attention.
Throughout the campaign, 47 million impressions were generated, and 45,000 social media engagements were recorded.
Zomato
Zomato is a well-known food delivery and restaurant search service that has become a leader in the food delivery market. It has successfully used moment marketing to reach new customers and build brand loyalty.
And its marketing campaigns provide yet another excellent example in moment marketing. Zomato effectively utilizes the potential of unique events and occasions, placing it well ahead of its competitors in the creation of social media campaigns.
Actually, we all wait for the wonderful one-liners during events, don’t we?
Do you recall when Apple revealed the triple-camera iPhone 11 Pro? This was Zomato’s take on the same-
Next, we have a post featuring a carousel of ‘Binod’ memes is a great example of moment marketing. The post capitalized on the sudden popularity of the ‘Binod’ meme trend, which was started when a YouTube user named Binod Tharu wrote “Binod” in the comments section of a video shared on a YouTube channel called Slayy Point. By quickly creating a post featuring a series of humorous memes related to the trend, Zomato was able to tap into the conversation and engage its audience in an entertaining way.
Click here to check out other memes of this Binod carousel post.
Burger King
Burger King is well-known for its creative and effective moment marketing campaigns. This fast-food chain has implemented creative campaigns utilizing social media, television ads, and other creative marketing tactics to reach its target audience.
When American musician Kanye West claimed that McDonald’s was his favourite restaurant in 2018, Burger King poked fun at him. They replied, “Eyes still closed, I guess.”
Recently, in November 2022 Burger King published a creative which was related to the performance of Indian cricketer Ruturaj Gaikwad. It was the moment when Ruturaj hit seven sixes in one over in a match during the quarter-final match of the Vijay Hazare Trophy. In order to commemorate this event, Burger King crafted a moment marketing post for its signature product, the Whopper.
It highlighted the fact that the Whopper has seven layers, just like Ruturaj hit seven sixes in one over. Burger King used this moment to create an emotional connection between the product, the brand, and the cricket fan base. This is a great example of how companies can leverage moment marketing to create an emotional connection with their audience and create brand loyalty.
These are just a few examples of the moment marketing campaigns. Each of these campaigns captured the moment by tapping into current events and cultural trends and using them to create meaningful, relevant, and timely campaigns that resonated with their target audience.
So, if you’re a brand or marketer and willing to maximize your marketing efforts with the least amount of time and resources, try moment marketing as it’s effective and relatable!
