How TRESemmé used social media influence of brand ambassador Jacqueline Fernandez to jump onto ‘Dolly Parton meme' bandwagon

Consumers find it witty when brands latch on to some moment or topical event, which is creating a trend in the world at a given point in time, engaging with them. The most recent one is the ‘Dolly Parton meme’.

On January 2, 2020, the 74-year-old country singer from the US posted a collage of four images of herself on Instagram. Every photo was different and customised according to the particular social media platform. It seems like fun but is actually a pun on how we tend to display different sides of our personalities according to social media platforms LinkedIn, Facebook, Instagram and Tinder.

Nevertheless, people across the world started posting their pictures in the same format on social media, and in no time, it became a trend. A few brands took it as an opportunity and also created memes around the ‘Dolly Parton’ social media post.

One such brand is the hair care brand TRESemmé. The brand is not much a fan of influencer marketing, but this time around, it took this opportunity to connect with the consumers.

TRESemmé’s brand ambassador Jacqueline Fernandez took to Instagram to post her version of ‘Dolly Parton’ meme while pointing out at her ‘forever good hair’ across platforms.

Fernandez’s Instagram post:

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Jacqueline Fernandez (@jacquelinef143) on Jan 24, 2020 at 4:09am PST

Fernandez has a follower base of around 36.6 million people, which gives the power to all the brands associated with her to leverage it on social media. In this case, TRESemmé was able to reach out to more than 25 million people on her Instagram page.

The brand is not much a believer in influencer marketing and hasn’t done any influencer marketing since December 2019. In this case, the brand was able to fetch instant brand awareness with the help of Fernandez’s massive Instagram following.

Sheeko Brandscore graph of the brand’s activity with Fernandez: