Social media is constantly evolving & reforming and every day you find yourself involuntarily engaging with a new trend or sharing a post that literally makes you smile. To keep up with the insatiable audience demand of ‘we want to see something cool’, brands are using Moment Marketing as a medium to put the message across to their followers and drive an impact.
Borges India, a market leader in the olive oil category, embraced the moment marketing journey in an endeavor to give the brand a new personality. Before we discuss how Borges packaged itself with humour & creativity using moment marketing on its social media handles, let us understand what moment marketing is and how a boutique agency like Iffort is using it as a growth lever to amplify the share of voice.
What is Moment Marketing?
It is the ability to make marketing communication or branding content around ongoing events. With time it has proved that no matter how ground-breaking or visually appealing your content is, it will only create an impact if it is delivered at the right time. Unlike interruption marketing, moment marketing is more relatable and has a dash of humor in it.
While one can have as much creative liberty to use the moment for one’s benefit, there’s a fine line between using the moment for engagement and tooting one’s horn.
When pulled right, moment marketing can be very beneficial for the brands as it allows brands to tap in a new pool of audience, garner organic reach, increase engagement rate & elevate the overall performance of the brand.
“To be in the moment or not has been a point of debate this year with some brands getting into real controversies. Many brands do moment marketing out of me-too compulsion, however, if there is a strong point-of-view around a moment and that goes with the core of the brand, then there is every reason why it should be a part of your content strategy,” shares Daksh Sharma, Managing Partner at Iffort on using Moment Marketing the right way and at the right time.
For 125 years, Borges has been holding its rapport in the market with its unique, natural & sustainable approach and when it comes to marketing on social media, the brand has left no creative stone unturned. Whether it is using a vernacular approach in communication, minimal color templates in designs & visuals or twiddling with witty & fantastic copies, the brand is riding on the trends perfectly.
Moment Marketing is the new way of attaining customer accusation, where the motto is to grab the attention of the customer without in-your-face promotion. For brands like Borges who want to do category penetration, it mostly goes with an engagement-driven approach rather than a business-driven execution.
This is how Borges grabbed the attention of the masses with its clever set of topical content.
The brand highlighted the victory of the Indian men’s hockey team after 41 years at the #Tokyo2020 through a minimalistic textual approach where two important details were cleverly merged to make the message stand out. The post was featured on pages like Stratton Social for leveraging the moment on time and for its minimal & transparent approach.
Stay inside walnut:
The second wave of the pandemic just struck the nation and every brand was working its way to help the government spread awareness about the importance of social distancing, masks & staying put at home. Borges India marched in too to spread awareness about COVID-19 measures through subtle brand integration and witty copies to keep the tone light.
Here’s how the brand jumped on the #CryptoTrading trend that took social media by storm. The brand took a healthy dig at the massive hysteria that surrounded the news at that time, highlighting how their range of healthy products would never let their users face such an unhealthy/stress-infused situation. This simple tweet featured on leading social media platforms like Social Samosa, Social Media Dissect, and Moves Of Marketing.
In this case, the glass of milk actually signifies two things (a) a glass of Borges Natura vegan drink and (b) the crescent of the moon when covered with the bowl of pudding made with Natura.
Daksh Sharma, Managing Partner at Iffort, the agency that handles the Borges account shares the thought behind the going-all-minimal approach “For moment marketing, one has to be agile & constantly listening. Our team filters through multiple conversions every week and after shooting down many ideas, picks up one that resonates with the brand audience. “
These topical posts evidently had a very positive impact on the brand with their engagement across social media handles increased by 50%.
Debidutt Acharya, Marketing Manager at Borges, shares how moment marketing not only brought good numbers but a new pool of audience too, “Moment marketing allows us to explore the lighter side of things while staying true to our core communication. We have had quite a few occasions to make the most of it, which have garnered attention on various platforms.”
If you are looking for a simple yet quirky way to get your brand noticed, increase organic reach, and accelerate the performance of your brand on social media then Moment Marketing, Meme Marketing, and Topical Posts is your way to move up the ladder.
Authored article by Daksh Sharma, co-founder at Iffort.