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Vuoi davvero quell’aspirapolvere o è meme marketing?

Alessandra De PaolaNovembre 4, 2021
1.138 4.834 2 minuti letti

Il content marketing è un approccio strategico con  lo scopo di accrescere le vendite rivolgendosi ad un target ben definito e si attua proponendo contenuti validi, che mantengano alta l’attenzione dell’audience.

E qual è il metodo migliore?
Senza dubbio l’umorismo.

Il meme marketing è la strategia che più di tutte dà visibilità ad un brand sfruttando l’idea di viralità che i social consentono di veicolare. Si basa su contenuti visivi divertenti che si ottengono modificando con didascalie ironiche o parodiche un’immagine di partenza. 

Si sfrutta un vastissimo potenziale da adattare non solo alle esigenze aziendali, ma anche a quelle dell’utenza che si vuole coinvolgere; infatti dalla compenetrazione del linguaggio pubblicitario e della sensibilità culturale possono nascere immagini destinate a restare nell’immaginario collettivo a lungo.

Si possono sia adoperare meme già conosciuti, ancorati nel web come una sorta di certezza, o se ne possono creare di nuovi partendo da zero ed i vantaggi sono non solo un basso costo, ma anche la possibilità di avere un feedback da parte della comunità social che diffonde spontaneamente il contenuto.
Il segreto per la riuscita, in entrambi i casi, è non distanziarsi dall’ambito in cui si opera, non snaturare la brand identity pur di accrescere il numero di utenti coinvolti. 

Una delle esemplificazioni meglio riuscite in questo senso viene da Unieuro e nonostante l’iniziale perplessità del genere “ma come può un elettrodomestico essere divertente?” ecco i risultati:

da Facebook Unieuro

Un flusso di coscienza che non snatura l’oggetto pubblicizzato, ma che ruota intorno alla miriade di richiami accattivanti, tali da catturare anche l’utente meno disposto ad una passeggiata tra frullatori e asciugatrici.

Tutto può diventare meme, l’importante è battere il ferro finché è caldo, quindi prima che l’ondata virale venga smaltita, come nel caso dell’epic fail di Pandora che con l’intento di creare una pubblicità ad-hoc per i regali previsti per le festività natalizie ha fornito una base sessista su cui memare. 

Ovviamente non si son fatte sfuggire l’occasione altre aziende, che hanno potuto godere di una pubblicità riflessa, dimostrando come il meme sia adattabile sia alla birra, sia alle agenzie funebri senza troppi problemi.

da Facebook Ceres

Anzi proprio la storica agenzia funebre Taffo ci insegna come qualunque ramo del mercato possa servirsi del meme marketing, c’è da morire dal ridere. 

Inserire nelle pubblicità dei richiami a quelle che possono essere le esperienze comuni è comunque vantaggioso, così che ogni singolo utente possa sentirsi coinvolto in prima persona, ed in fondo sappiamo che il processo emozionale è ciò che ci spinge a comprare più della necessità stessa dell’oggetto.

Immaginate di essere dei giovani adulti, divisi a metà tra l’appagante autonomia del vivere da soli ed il senso di disorganizzazione e procrastinazione. Dopo aver guardato un breve video dalla pagina dei The Jackal non vi sentite un po’ più motivati ad acquistare quell’aspirapolvere a cui non stavate assolutamente pensando?

In fondo siamo tutti un po’ Fru.

Alessandra De Paola

Leggi anche: Subvertising e polemiche a Napoli. Che sta succedendo?

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Alessandra De PaolaNovembre 4, 2021
1.138 4.834 2 minuti letti
Foto di Alessandra De Paola

Alessandra De Paola

Ciao! Mi chiamo Alessandra De Paola e sono nata il 25 gennaio 1996, sono dell'Acquario e vi risparmio la fatica di fare calcoli: ho 24 anni mentre vi scrivo. Studio Lettere Moderne e sono redattrice per la Testata Magazine, mi piace indagare vari aspetti della vita così da trovare le mie inclinazioni. Ne ho contate 62, nessuna legata a quella precedente.
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