March in Marketing

Marketing in march the student update blog post

Now that March has come and gone, we’re looking back at some of the best marketing campaigns, the campaign flops and platform changes from the month.

Aldi’s TeaTime Takedown

Aldi have been a go-to for good marketing for a while now, from their brilliant TV ads to their sassy social media, but their latest campaign ‘TeaTime Takeover’ didn’t live up to its name.

The campaign developed with McCann UK aimed to get children to stop playing games when it was dinner time. To do this, parents could send their child’s gamer tag to an ‘elite group of professional gamers’ who would then enter the game to take down the player so that they would give up and go eat dinner.

Unfortunately, the only thing taken down was the campaign itself due to backlash from the gaming community linking it to bullying and living up to old stereotypes.

Our thoughts

It’s difficult to judge because the campaign wasn’t around for long. No mass media publications reported on the backlash, with only a few acknowledging the campaign to begin with.

It looks like Aldi took the comments from the niche, gaming community to heart and pulled the campaign. However, they probably just wanted to save themselves from mass backlash from parenting and family groups – their main target audience.

Ultimately, Aldi’s campaign came from a positive place by trying to save the family dinnertime. Unfortunately, they went about it in a more aggressive way than intended.

Instagram Launched new Shoppable features

Instagram has updated its shoppable feature to incorporate in-app checkout. It has been a year since they first launched the shopping tags, but now apparently 130 million users click on these tags every month.

However, customers start to lose interest because of the difficult to use checkout through the mobile site that pops up within Instagram itself. The new feature cuts all that out meaning users checkout directly through Instagram.

Currently, it is only being tested with a few brands, however they have large expansion plans incorporating more retailers for the future.

While the update is great news for brands and avid shoppers, is it taking too much ‘social’ out of social media?

Nandos giant gift card

Nandos recently found out that customers aren’t making the most of their loyalty scheme.  How did they solve this? Giant, peel-able loyalty cards.

Marketing in March nandos card the student update blog post

The Billboards are hidden around cities in the UK and entitle people to 10 meals if they bring one in store. However, to build up the buzz, Nando’s are revealing clues on their social channels to help people out.

Their aim is to revive the loyalty scheme, encouraging people to actively use and reward themselves. Using outdoor and social channels also shows the value traditional media still has amongst younger audiences when used creatively.

KFC ‘We’re Flattered’

Marketing in march the student update blog post KFC we're flattered print ad

Last but not least, KFC brought out yet another brilliant, sarky campaign.

Instead of suing chicken shops for trying to use KFC, they’re just taking it as a compliment. The idea is that other chicken shops can try, but there is only one place to get actual KFC chicken.

The campaign continues the authentic, candid approach from the ‘FCK’ campaign with the print ad being shared widely because it is funny and sarky regardless of the deeper meaning shown in the advert.

 

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Emily Smith

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