Cultural moments can connect the brands to their specific audience’s culture.
This piece says that cultural moments often present brands with an opportunity to scale up on their intended audience and integrate on-going trends with the brand objectives. But, brands should make sure the cultural moment they associate with is in line with their products and values.
While scale is essential, aligning with smaller - subcultural moments which resonate with the brand’s intended audience can push up higher engagement. Cultural moments are sensitive, and brands should meticulously plan them with social media managers, ad ops and live streaming production crews.
The author contends that integrating socio-political affiliations in target audience segmentation can help evaluate consumer opinions about sensitive moments. Employing executive oversight can help brands control impulse marketing, which may not work out in the brand's favour.
[3 minute read]