“I thought, the ov”: how do different brands use memes in their promotio...

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Zhdun, Robert Downey Jr. with his eyes rolling, DiCaprio with a glass of martini from the “Great Gatsby”, Bender’s cat with condemning meowing, peaceful Evgeny Ponasenkov – a list of top memes can be replenished daily.

They become viral, they are shake, people of different ages laugh with them. Okay, what then do different brands use memes in their promotion strategies in social networks?
What does “meme” mean from the point of view of marketing? Why are they for the brands?

Memes are always witty humor in the form of a word, image or video, and everyone loves to laugh. For example, Johnny Depp won the trial from his ex-wife Amber Heard. It seems that the information is not for fun, but it became so viral that in the end it became a meme.
Users go to the social network shopify website design  for entertainment more often than for expertise, so memes are classified as a cheap but powerful entertainment tool for business promotion.
What are the benefits of memes in social media for business?

    Users will remember your complex offer faster if you imagine it as a virus-for-viral meme.
    Such content will help to increase the coverage of the account, and quickly.
    With the use of memes, you are on the same wavelength with your target audience: the interests of both sides coincide, users see that you are in a trend.
    Memes in the account feed are more often paid attention. And the advertising layout with the memo will get more reactions than with a regular photo.
    Not all brands use memes, so there is a chance to stand up among competitors.

The only thing is to be very careful in choosing: you want to joke, and everyone will know about your business, but not in the most pleasant way. Mems about religion, people with disabilities, racism - it's better not to joke about it, so as not to spoil the reputation of the brand. Most likely, the views of the audience will not coincide with yours.
Which of the brands has ruined their reputation? A couple of examples

An old, but very instructive example. Nestle posted a Facebook post with a toy bear, he had KitKat bars in his hands.
Image from Nestle on Facebook
Image from Nestle on Facebook



This character reminded users of the famous Internet meme with Pedobier (from the name it is clear what this bear is). Subscribers were shocked by content, after all, a large brand, and this was allowed. There was no negative comment.

But the brand’s management denied the similarity of their character with Pedobier. The post was removed.

And another example of a spoiled reputation, but not quite a meme, but illifully formed targeted advertising from Tinkoff Bank. It was only worth adding prison slang to the layout.
Tinkoff Bank advertising Meme

But it was in 2017, and in 2021 the bank had a video on TikTok with the Tinkoff Platinum card. Users noticed that allegedly the brand thereby hints that it is convenient to use during the reception of narcotic drugs.

For ethical reasons, we do not share this video.

Durex, in principle, maintains its Instagram account with a pepper, it is understandable - the topic obliges