Examples of Brand-Based Movements

Examining a company's mission statement is an excellent way to demonstrate brand movement. For example, Mamava describes its cause as changing the breastfeeding culture using movement-building language. When discussing the company's inspiration, its founders use the phrase "nursing should be a right, not a privilege." Furthermore, its email newsletter invites customers to become Lactivists, reminding them that they are supporting something bigger than themselves.

Successful brands can create movements that connect with their customers. These movements bring together consumers and partners to achieve a larger goal and have a positive impact. These movements cannot be created solely by a brand because they must coincide with a societal trend. Fenty Beauty and Revry are two examples of this.

Volkswagen was a more successful example of a brand movement. It used a playful approach to motivate consumers to change. Volkswagen's "fun theory" campaign capitalized on society's growing restlessness. People were tired of the over-consumption mentality that was prevalent in traditional marketing.

The Stella Artois campaign was another example of a brand movement. This campaign has received much praise for reaching out to a young, socially conscious audience. The company caters to a millennial audience that is increasingly aware of the state of the world and the need to make a positive difference. By empowering women, the company's campaign was able to capture the attention of a large number of millennials.

People want to feel like they are a part of something bigger than themselves. Businesses that join a social movement frequently receive more media attention. They can capitalize on the brand's association with the cause by providing employees with paid time off to participate in the activity. However, a company should conduct thorough research and education on the reason they wish to support.

A brand movement can improve a company's image. The 'We See Equal' campaign by P&G combats gender bias. It aired on TV and social media and featured boys and girls who defied gender stereotypes. Even though it was launched shortly after the US general election, the campaign was politically neutral. The company's commitment to gender equality is reflected on its corporate website. In addition, the company provides equal parent benefits, holds 'Lean In' events to provide peer support, and includes male advocates in its 'We See Equal' campaign.

Participating in a social movement is an excellent way to strengthen customer relationships. Selecting a cause that is authentic and visceral for customers is critical. For example, Nike's 2018 partnership with Colin Kaepernick was a brilliant marketing move. The advertisement sparked widespread support for both Nike and Kaepernick.

Movement-building is only appropriate for some business models. However, it is something to consider, especially if your product is relatively mundane. A dog training company, for example, could use movement-building to highlight new pet-ownership paradigms or to promote the benefits of obedience and quick results. A movement marketing campaign is an excellent way to convert customers into true brand advocates. Customers will become your army of advocates if your campaign capitalizes on the evolution of social media.