Brand reactions to trends make up a significant portion of their organic activity on social media platforms.
Can a brand adopt the “brat” persona?
Assembly, No Fixed Address, and Ogilvy all bet on it. These companies, among others, have been promoting reactive ads for their customers inspired by Brat Summer, a social media trend sparked by British pop diva Charli XCX‘s early June album “Brat.”
This highlights marketers’ desire to participate in specialized cultural trends and how agencies offer these moments to them.
Despite its apparent popularity, Brat Summer may be less substantial than it appears. A YouGov study of 3,200 British customers conducted on July 26th found that only 11% were familiar with and comprehended the term.
Furthermore, the involvement of businesses such as U.S. Vice President Kamala Harris’ presidential election campaign has prompted several industry experts to reconsider their participation in the trend.
Brand reactions to trends make up a significant portion of their organic activity on social media platforms.
According to a Billion Dollar Boy poll of 500 brand managers in the United States and the United Kingdom, 97% of social media marketers estimate that 20% of their organic social media activities are trend-related, with 77% planning to increase this proportion in the coming year.