This new moment marketing technique will leave brand marketers with FOMO

Moment marketing is all about leveraging ongoing events, trends, news, by brands to make their place in people’s hearts and minds. It makes brands look like they are on with the time.

Moment marketing has done wonders for brands. And of course, moment marketing is not a new thing.

Brands have used moment marketing from the dawn of, well, modernisation.

Remember how Cadbury dairy milk became the go-to sweets for Raksha Bandhan with their emotional Rakhi ads and wide range of special Rakhi gift packs.

Brands have gone a step further from leveraging the festive and popular events, and have evolved significantly in the past few years. For instance, social media has been the best and most popular place for brands to showcase their moment marketing creativity.

Social media platforms allowed brands to not only promote campaigns around tent-pole events like Valentine’s Day or festivals like Holi but also to join the social chatter on trending memes and news. 

Why are brands so obsessed with moment marketing?

Moment Marketing achieves three amazing things for your brand:

- Reaches instantly to the masses

- Drives consumers to engage with it and share their opinions

- Boosts brand awareness and recall by becoming a part of trending topics.

But there is one other reason, probably the most significant one, that has led brands to choose moment marketing - becoming a part of user conversations. Brands are giving their take on trends and using tent-pole events of moment marketing to leverage that sweet spot a trend has made in a users' mind or the excitement users feel for certain events.

What if I told you that there was a marketing platform with the capability of reaching millions that had been right under your nose and can give you an edge over competitors?

 Oh yes, you heard that, right?

There are millions of brands out there and only a handful have been using this new moment marketing platform.

Drum rolls, please!!

The name of the platform is conversation media marketing and you are about to see some of the best conversation media moment marketing campaigns.

Conversation media marketing is the use of popular conversation media formats (GIFs, emojis, stickers) to make brands a part of millions of user conversations.

 Read this article to know more about conversation media marketing as a moment marketing platform.

McDonald’s

McDonald’s seemed to be quite fond of conversation media marketing.

Why?

The popular fast-food chain has been using CMM (conversation media marketing) across geographies.

In the west, McDonald created ingenious brand recall with their “Crispy. Juicy. Tender.” campaign by being there when people paid for their food delivery and meals.

In India, McDonald’s worked with Bobble AI, creating a similar brand recall but with a hint of Indian sentiment around Romance and Independence Day.

Cadbury Dairy Milk Silk

We have already seen how Cadbury made its way in traditional media with moment marketing campaigns around Raksha Bandhan.

Cadbury is also known for creating sensational romantic campaigns to embark on the feeling of love.

A seasoned brand like that is always on its toes looking for new and improved marketing arenas.

For the last two years, Cadbury Dairy Milk Silk keeps coming back to conversation media marketing to celebrate the season of love.

Cadbury Dairy Milk Silk collaborated with Bobble to spread the love through moment marketing. Bobble created cute and quirky stickers for Cadbury. These stickers became a medium for expressing love on Valentine’s Day for millions of Bobble Keyboard users and their friends and families.

In 2021, the Bobble apps users went head over heels for this campaign, which led to 1.8 million shares in just 30 days. Owing to this massive success, the brand opted for a repeat campaign during Valentine’s Day 2022 as well, which saw over one million shares. 

Amazon Prime

Cinderella has its own fan base. But give its fans witty stickers that can be used in daily conversations and watch them go gaga over the stickers.

Prime collaborated with Bobble to launch a fun campaign for the promotion of their Cinderella (2021) musical film starring Camila Cabello. The campaign included creating stickers on Bobble’s part.

This campaign alone raised eyes and ears to the movie by creating 453k+ shares in just 21 days. Making this campaign a huge success.

The stickers were so versatile that you don’t need to have any idea of movie references or even Cinderella to use them.

But this is not the first time movies have used Conversational Media Marketing.

Bio-Oil

Since our parents have started using emojis and stickers, they are going all out on these visual forms.

So when Bio-Oil came up with a campaign that would bring a smile to the face of any mother who witness the campaign's magic, they definitely hit the gold.

On the occasion of Mother’s Day, Bio-Oil collaborated with Bobble, where it created stickers keeping in mind the mothers and their unmatched love for their babies by promoting stickers.

Bobble created significant and loving conversation marketing keeping in mind the sensitive and emotional touch of a mother. This led to people talking about bio-oil on Mother’s Day which served the purpose. The campaign is said to have generated 512k shares in just 10 days.

 Tata

But moment marketing is not just about events and special days, it's about making the most of any ongoing trend and news that is hype-worthy. And Tata Motors understood this well.

While the whole of India was whistling and thumping their backs for Neeraj Chopra backing the first-time since years Gold medal for India, Tata teamed up with Bobble AI to further show their support.

Bobble AI came up with praising stickers for the amazing Olympic players representing India The 6-day campaign has reached 24Mn+ imprints along with 1.2Mn+ unique viewers. The content has witnessed over 33K+ shares with over 21K+ unique sharers.

On a final note

Every brand out there is pushing the limit to their ordinary thinking and creating a buzz in the marketing world.

Conversation media shares are authentic and significant. People share conversation media formats not just for the brands but because these stickers help people express their thoughts and sentiments better via text medium.

And for brands looking to become the talk of the town or take part in conversations, conversation media marketing presents a unique, fun, and non-intrusive way to achieve great brand recall.

Brands can do a planned campaign around events like Mother’s Day or look cool campaigns around spontaneous happenings like the one Tata Motors did during the Olympics.

With people sharing billions of stickers each day, conversation media marketing is a great platform to leverage moments around the world and become a part of user conversations.