From haute couture to sofa retailers, internet culture and social media humour have an invaluable ability to transcend categories. Reactive marketing offers a unique space for brands to let loose and explore their playful side, crucial for grabbing the attention of the next generation. TikTok in particular is the perfect platform for even traditional luxury brands to act seriously unserious, dialling up relatability and intrigue among those younger audiences.
Gen Z and Millennials have grown up fluent in social media and expect brands to behave in the same way, being present, active and responsive. Reactive social allows brands to be quick and relevant, joining cultural conversations and trends as they happen, and it’s this immediacy that holds the key to attracting and retaining the attention of younger consumers.
What makes reactive marketing stand out is its ability to place brands at the centre of cultural conversations. Whether it’s a witty response to a trending topic, a clever use of a popular soundtrack or a timely meme, sharing your brand’s take on current trends can put your brand at the heart of culture, as and when it unfolds. Done right, this approach can change sentiment and transform consumer opinions.
An example of a more luxury brand entering the chat during a popular cultural moment is when the Empire State Building tweeted their take on Taylor Swift’s album release, “The Tortured Poets Department”. By weaving their way into the booming conversation through a designed graphic, they cleverly presented themselves in front of legions of fans as a brand that’s on the pulse, quirky and shares their interests.
In a similar vein, we worked with our client Sandals Resorts to harness the power of social conversation around Ariana Grande’s latest album, titled “Eternal Sunshine”. With the hashtag trending in the days immediately before the release, we crafted a post for X and Threads that celebrated the album and likened it to the Caribbean’s speciality - its weather. Choosing a moment that had great cultural impact yet also a tangible link to the brand’s product offering, we were able to join the conversation in a way that felt authentic and playful.
Traditional marketing channels, with their longer lead times and higher costs, can’t match the speed and agility of social media. A cleverly-crafted tweet or a tongue-in-cheek TikTok can go viral in hours, and it’s this authenticity, humour, and ability to stay current that makes reactive marketing a perfect fit for what the next generation of consumers is craving.
If attracting younger audiences is your aim, reactive social truly is your game. Brands that create meaningful connections and drive engagement will be the ones that reap the rewards as next-gen consumers seek a sense of community and a reflection of their own values. And the key to achieving it through reactive social content? Being present, playful, and perceptive.
