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How Can Brands Navigate Unexpected Trends?

It is important for business owners and marketers to stay informed about what is happening in the world. This is not only because of new regulations or to understand whether TikTok is getting banned but also because you might need to adjust your content and overall marketing strategy based on current events.

Before we keep discussing this topic, we want to add a disclaimer: we do not condone violence. We are pacifists, and we believe nothing justifies taking a life. Why are we saying this? Well, we might end up talking about a guy named Luigi.

Why Are We Talking About This?

Well, we are not a news source. We are not here to cover the events, who he is, or why things happened. We are not here either to tell you what we think about his actions and the healthcare industry or to talk about politics, but there is one important thing that we shall note: whenever there is a major event, the way consumers act and marketers market is affected.

It is not only the fact that the healthcare industry is in disarray; it is the impact that events like this can have on how people perceive products, brands, and characters.

Consider the emotional and psychological weight that major events bring to the forefront. Whenever something big happens, people can and will reassess their priorities, values, and even how they spend their money.

The General Sentiment Right Now

While—again—nothing justifies taking a life, the overall sentiment of what has happened differs from other similar incidents. People do not feel the same empathy towards this as they do for similar cases. This overall “feeling” and the incident sparked widespread discussions around people’s experiences with healthcare, capitalism, and even the justice system.

In times of uncertainty or turmoil, consumers tend to gravitate towards brands that display empathy, offer reassurance, and align with their values. While most people might not be feeling particularly empathic right now, certain brands have still gotten attention out of this incident.

Macy’s is SAVAGE

Macy’s has been running this promotion for some time, offering an additional discount on any item using the code “FRIEND.” Nothing weird, really, right?

Wrong.

The jacket used during the incident is available at Macy’s, and people noticed it—and the conversation sparked. On a viral TikTok, user @TheRealMontgomeryRick pointed out that you could get the jacket at a discount with the code “FRIEND,” which caused the jacket and Macy’s to trend.

Following a major event like this, some users might view the coincidence as insensitive or out-of-touch. Given the overall feeling, however, many people took it positively and even reaffirmed their love for the brand.

Macy’s eventually changed the code, and while the jacket is still discounted, you have to use the code “JOY”—more holiday-like, but maybe still a bit fun.

Nintendo and Mario Bros

We all know people’s amazing capacity to find connections and memefy everything. Hence, Mario’s brother Luigi has been trending since the incident, with people going as far as saying that Nintendo Tweeted (or posted on X if you are an X Bro) “Free Luigi” (this has been debunked, of course).

While Nintendo itself has not made any comments—not that we could find—the internet has taken it upon itself to bring Luigi’s character to the forefront of the conversation through memes. Nintendo has to be really careful about which steps it takes from now on until the waters calm.

And yes, this includes being mindful of any game launches and how they will be advertised—no, Luigi’s Mansion is not coming up anytime soon.

Anthem Blue Cross And The Anesthesia

Ok, this one is going to be controversial. Before the incident, Anthem Blue Cross announced that it was changing its policy regarding anesthesia coverage, and people were not happy about it. For about a month or so, Anthem Blue Cross was in the eye of the storm, receiving backlash from everyone.

While it is hard to tell if the incident itself had any impact or if this decision was made solely based on everyone’s overall feedback, they withdrew from their original decision a couple of days after the incident.

It is easy to think they did this out of fear, but regardless, this was a marketing decision: given the overall sentiment that people currently have—especially when it comes to the healthcare industry—upholding the policy change would have done a lot of harm to the brand.

They adapted to the overall audience sentiment (or maybe were scared, who knows).

What Can We Learn About This?

As always, there are many things we can learn from the current events:

  1. Timely Engagement is Key: Both Macy’s and Nintendo—albeit unintentionally—found themselves part of a trending topic. Macy’s pivoted quickly by updating its discount code, showing that even minor tweaks can demonstrate awareness of public sentiment. For marketers, the lesson is clear: be agile and responsive without losing sight of your brand’s voice and values.
  2. Be Aware of Your Surroundings—Understand Context and Tone: Context is everything. The humor surrounding Luigi’s involvement worked because the overall sentiment wasn’t one of deep empathy, making light-hearted content more acceptable. Marketers must gauge the emotional climate before crafting campaigns tied to significant events.
  3. Memes as a Marketing Tool: The internet’s love for memes presents a unique opportunity to engage with your audience in a relatable and creative way. However, it’s essential to tread carefully; a misstep in tone or content could lead to backlash instead of engagement.
  4. Stay Prepared for Virality: Even if your brand is not directly involved, it could be in the spotlight. Having a team ready to monitor and respond to viral trends ensures you’re equipped to handle the unexpected, whether an opportunity or a challenge.

Remember: being acutely aware of the public sentiment and adjusting messaging to meet the moment is how you build connections with your audience and bring traction.

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