It’s the time of year where people are hitting the gym, waking up earlier, reading more books, and cutting back on booze. You may have heard the phrase “dry January”, a quip to describe abstaining from alcohol (usually in response to end of year celebratory gluttony). While that may sound like bad news for liquor companies, some of them are actually leaning into the phenomenon.
Meta-marketing, or brands referring to themselves within their own industry, is a breath of fresh air into today’s marketing climate. Dry January is a great example of that, and shows how there is a business opportunity even if the most unlikely of moments. Let’s take a look at the case study of Tito’s Handmade Vodka. In light of Dry January, they announced their collaboration with homemaker Martha Stewart to showcase the ways its vodka can be useful for things other than drinking…who knew right?
The brand worked with a creative agency to create a small reel; the spot portrays Martha Stewart using alcohol in everyday household items such as a disinfectant spray, meat tenderizer and pasta sauce. The video even sees Stewart water flowers with the vodka, joking that the plant “smells like February”. The ads will run on the social platforms until the end of January, likely when their typical marketing will resume and it will be business as usual. So what can we learn about meta-marketing?
Well, it makes for great entertainment, and even better ROI. Through using self-reference, brands can influence consumers to develop stronger, more emotional connections to products and services. This results in more impactful customer engagement, lead nurturing, higher ROI, and a much wider pool of loyal customers to draw from.
If you’re in a pinch, a dash of wit is enough to spice up your content and attract attention to your brand. It also drastically increases your odds of “going viral”, an elusive and unpredictable phenomenon every brand dreams of. Things like self-deprecating, referencing inside jokes used among your consumer-base, and leveraging new memes are a great way to get started.
And as you branch out on your meta-marketing escapade ensure you get your team to gut-check any humor is not in poor taste, or at the expense of others. Remember, a successful campaign doesn’t have collateral damage or need reputation management afterwards!
Think self-referential marketing is for you? Or, just want to stand out from the crowd? My Social Biz can help your team brainstorm the perfect way to set yourself apart and disrupt your industry through use of irony, sarcasm, and wordplay. Perhaps you feel that your team has it in the bag, we also offer proof-reading services to ensure your tone and impact go over as expected. We look forward to working with you!