You’ve probably heard someone say this aloud or seen it referenced on social media. But what does it mean? ‘Woke’ means being aware of current affairs and unjust things happening throughout the world. Thanks to social media and technology, information is being spread faster than ever and people, who were once overlooked, are now able to stand up and be heard.
As a result of this, people are becoming increasingly interested in social justice and are supporting brands whose values align with their own. Statistics show that 92% of consumers have a more positive image of a company when they support a social or environmental issue.
So why does ‘Woke’ marketing work? Here are three key factors that VerriBerri, Digital Marketing Agency, believes makes this strategy work.
Customers want brands to be socially aware
While it comes with a very real risk of alienating audiences, studies confirm that consumers are looking for socially aware brands that they can align their values with. Last year, Nike’s ‘Dream Crazy’ ad with Colin Kaepernick took a stand on police brutality by championing the slogan “Believe in something. Even if it means sacrificing everything”. Consequently, this socially-aware campaign added over $6 billion to Nike’s company value and had the best sales performance of the year.
Creating a dialogue that generates brand awareness
Whether you love them or hate them, socially-aware adverts get people talking. In January, Gillette launched its “The Best Men Can Be” advert, which explored the topic of toxic masculinity. Millions of people all over the world began sharing, commenting and writing their own reactions on social media. Despite its mixed reactions, the ad has generated enough buzz for the consumer to make a purpose-driven decision to buy Gillette products, instead of cheaper alternatives.
Don’t fake it
The term ‘fake it till you make it’ certainly doesn’t apply here. Our Essex marketing agency believes Brands who fake woke-ness have an increased risk of ruining their consumer perception levels and harming their company sales. In 2017, Pepsi’s “Jump In” depicted Kendall Jenner calming the tensions between police and protestors with a can of Pepsi. The ad was criticized for seemingly trivialising the Black Lives Matter movement and was so universally derided that Pepsi pulled and apologised for it after just one day of it going live. Despite this, Pepsi hit its lowest consumer perception levels in almost 10 years and was branded the marketing fail of the year.
Appearing authentic can be challenging for brands. But before you call the crisis management team, why not ask the experts. For more information about how VerriBerri, Essex marketing agency, can help with your brand strategies, get in touch today on 01376 386 850.