Brat Summer, a term that has been making waves in the marketing world, is a prime example of how social media trends are influencing mainstream advertising. According to agency executives, the rise of „extremely online“ culture has led to the incorporation of internet-originated language and trends into traditional media channels. This shift is evident in the next evolution of cross-channel advertising, as highlighted by Holly Willis, founder and CEO of Magic Camp, who emphasizes the importance of integrating broader cultural trends from the internet into above-the-line platforms.
One notable example of this trend is the out-of-home campaign for the Lemme wellness brand in New York City, posted by @JoeHolder on social media. The campaign featured the product in the background, reminiscent of a TikTok trend where women shared satirical interpretations of societal expectations. This kind of creative approach reflects the influence of online culture on marketing strategies.
The Brat Summer trend, inspired by Charli XCX’s album, has also made its way into mainstream marketing. The social team of Democratic presidential nominee Kamala Harris has embraced this trend, encouraging agencies to utilize the album for various marketing activities. This integration of niche online culture into broader marketing campaigns demonstrates a shift towards more inclusive and diverse advertising strategies.
However, there are challenges associated with incorporating internet trends into mainstream marketing. Michael Miraflor, chief brand officer at Hannah Grey VC, points out that many individuals struggle to differentiate between popular culture and social media, making it difficult for marketers to navigate this landscape effectively. The question of whether niche online culture can successfully translate to a broad audience remains a topic of debate within the industry.
Despite these challenges, brands are increasingly turning to viral internet memes and trends to engage with younger audiences. Elliott Bedinghaus, VP of creative at Spark marketing and ad agency, notes that brands with a strong presence on social and digital platforms are more likely to resonate with younger consumers. However, larger, more established brands may face obstacles in keeping up with rapidly evolving online trends.
To maximize the benefits of viral experiences, Anne Buehner recommends using the context of a trend rather than simply jumping on the bandwagon. By understanding the underlying cultural significance of a trend, brands can better connect with their target audience and create more impactful marketing campaigns.
In conclusion, the integration of online culture into mainstream marketing represents a significant shift in advertising strategies. While there are challenges associated with this approach, brands that successfully navigate the digital landscape and embrace internet trends stand to benefit from increased engagement and brand awareness. By staying attuned to the ever-changing online landscape, marketers can create more relevant and impactful campaigns that resonate with today’s consumers.