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Calendar | 4 MIN READ
May is here and consumers who spent April doing their annual spring cleaning are in the market for new products and experiences. With Memorial Day marking the unofficial start of Summer, there are plenty of opportunities in May to grab consumers attention and keep it throughout the summer months.
May 4th is designated as Star Wars Day because “May the fourth be with you!,” sounds a lot like “May the force be with you,” - a quote from the classic film series. A single Star Wars movie generates $5-$7 billion in merchandising revenue for Disney1. However, other brands can get in on the action. Many brands will wish Star Wars fans a happy May the Fourth on social media, but Heathrow Airport took it one step further and displayed flights to fictional planets on May the 4th, 2018, delighting travelers who took to social media to share the joke.
Cinco de Mayo has very serious roots. On May 5th, 1862, the Mexican Army defeated the French in the Battle de Puebla. However, in America, it’s become a day to celebrate Mexican culture in general. Many brands have found creative ways to incorporate this holiday into their marketing plan. For example, SirusXM, a satellite radio company, promoted Cinco de Mayo on their holiday channel, to capture the attention of revelers who might not have considered satellite radio otherwise. Cosmetics company, Julep, created an eye-catching animated gif with a special offer to honor the holiday.
This holiday holds a lot of potential for brands. From cards to flowers to jewelry, consumers are looking for concrete ways to show their appreciation for the mothers in their lives. Ulta, a popular retail beauty brand, launched the #pamperherpretty campaign in 2017. The campaign featured Instagram influencers and Ulta customers sharing videos of the makeup tips their mothers had given them. This campaign not only allowed Ulta to build an emotional bond with their customers, it helped them learn more about their key demographic.
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Red Nose Day is a campaign organized by Comic Relief, Inc. to end child poverty, ‘one nose at a time.’ The campaign’s goal is to raise both money and awareness. Industry giants Comcast NBCUniversal, Walgreens, and Mars Wrigley Confectionery all partner with Red Nose Day. In this example, Mars Wrigley provides a fun way to promote their charitable giving on their social channels and engage their customers at the same time.
Memorial Day means summer is unofficially here and consumers are preparing for vacations, picnics, and a chance to enjoy the great outdoors. According to Adweek2, consumers spend an average of $500 over Memorial Day weekend, so marketers need to grab their audience’s attention. A good way to do that is by offering consumers a tangible benefit. Candy brand Reese’s offered consumers a free, easy recipe for cupcakes that they can easily take to any parties or cookouts they are invited to over the long weekend. Of course, the recipe centers around Reese’s peanut butter cups so consumers will grab a bag.