PP 2 - Image Enhancement

 Image Enhancement Through Buzz Marketing

Buzz marketing is a Viral marketing technique focused on maximizing the word-of-mouth potential of a campaign or product. These strategies can spur conversations among consumers' family and friends or larger-scale discussions on social media platforms. By getting consumers talking about their products and services, companies that employ buzz marketing hope to grow awareness through more online traffic and increase sales and profits. 

Online buzz marketing is typically driven by "influencers". These are early adopters of a product, who are eager to share their thoughts on the product and proactively start conversations about it. These people typically have established online presence and large followings as social media influencers on platforms such as Facebook and Twitter. They possess power and influence over their followers. 

One example of this is Wednesday by Netflix. 

When Netflix released Wednesday in November of 2022, it sort of broke the internet. Since its premiere, Wednesday has quickly become one of the most-watched series on the Netflix platform, surpassing even the popularity of the widely successful Stranger Things. One of the key factors to make this possible has been the comprehensive marketing campaign implemented by Netflix. From many different dance trends on TikTok, to epic reactive content from other brands wanting in on the action, it became impossible to avoid talking about the Addams Family spin-off. And that is because Netflix did everything it could to ensure Wednesday was the word on everybody's lips. So much so that the series quickly became the most-watched English-speaking show on Netflix, breaking the record with a huge 176 million households tuning in to watch the series in the show's first 28 days. 

This success can be attributed to the comprehensive marketing campaign implemented by the online streaming service. It truly left no stone unturned in promoting the series. Using shock marketing to stand out, Netflix dominated perfectly placed billboards, scary on-brand activations, and social media to ensure consumers stopped dead in their tracks. 

One tactic in their marketing campaign that has particularly stood out is the use of quotes from the show on traditional advertising platforms. These quotes, which capture the dark humor of Wednesday, have helped to pique the interest of potential viewers and draw them in to watch the series. The placement of these ads has also been carefully considered, adding to their relevance and impact. With such an innovative and well-executed marketing strategy, it's no wonder that Wednesday has quickly become one of the most-watched series on Netflix. 

The power of social media in driving the success of a business or product cannot be denied, and this is particularly evident in the case of Wednesday. The viral dance and soundtrack from the show have taken over social media platforms like TikTok and Instagram, leading to a surge in popularity and viewership for the series. Millions of people have stormed to watch Wednesday on Netflix once it gained popularity, and even the lead actress, Jenna Ortega, has expressed surprise and excitement at the show's success. 

Here's one of Netflix's tweets that uses humorous tone to target its audience: 

The popularity of Wednesday on social media just goes to show the impact that marketing can have in driving people to watch a show. It's clear that Netflix's target audience is the younger generation, and the company's use of social media reflects this, with a humorous and joking tone that appeals to this demographic. By utilizing the power of social media and effectively targeting its audience, Netflix has been able to drive huge success for Wednesday and solidify its position as a top show on the platform. 

Another brand that is doing a great job with this reactive form of marketing is Specsavers. This tactic has been at the heart of the optician's marketing strategy for a long time. Even in 2014 the brand was ahead of the reactive marketing game when they said "Reactive marketing opportunities ensure that Specsavers can tap into real-time conversation nationally and maintain a relevant presence in front of UK consumers". 

Today, more and more brands react to things in real-time, but Specsavers paved the way for a lot of these brands to find their confidence, be brave and join in with the reactive conversations. One way Specsavers is being active is by being very active and responding on their Twitter/X account. 

Gymshark is another brand that knows very well how to strategically use the buzz marketing strategy. The brand celebrated the opening of its first-ever flagship store in October 2022, and they did it in style. The whole of Regent Street knew about the opening, with a long line of digivans proclaiming the news. Gymshark creative Mikey Robinson wrote the crafty copy, and it definitely made a statement. Onlookers couldn't help but stop and stare as the convoy of digivans made their way across London. The brand knows how to make some noise, this is a great example of an effective marketing campaign. 

Gymshark is also using influencer marketing strategies to expand their brand. One element of their influencer marketing strategy is that when it restocks or launches a new product, its ambassadors count down and showcase the new launches on their social channels, to create online buzz and to encourage fans to buy immediately. Gymshark's success can be attributed to their ability to connect with their audience on a deeper emotional level, harness the power of social media, leverage influencer marketing, form strategic partnerships, and be a part of everyone's buzz. These digital and in real-world marketing strategies enabled Gymshark to effectively go viral and establish itself as a global fitness brand.