How Nigerian brands rode on pop culture to enhance bonding and relevance in 2019
Dynamism and the ability to spot and jump on trends are some of the hallmarks of a proactive brand. Marketing scholars argue that there is a strong connection between consumer behaviour and the success of a brand; hence brand builders often use consumer behavior insights as a way of connecting to consumer passion and touchpoints. How swift a brand is able to spot and get consumers’ insights on trends that drive their behaviour is a function of how far the brand is ready to build comradeship, empathy and court consumers as the centrepiece of the brand’s operations. Brands in this category are often seen and described as proactive, modern, fashionable, contemporary, up-to-date and consumer-centric.
According to Professor Chris Ogbechie, Professor of Strategic Management, Lagos Business School, “in today’s marketing world, the key issue is to create emotional brand attachment in all our marketing communications, therefore, brands need to actively cultivate relationships with customers”.
This shows that relevant words and trends or popular (pop) culture are a useful weapon of marketing. Similarly, many have come to embrace the fact that talking like a real person or interacting with consumers is far more engaging as a form of brand storytelling than using dry, corporate and professional jargon-filled language. Research also shows that consumers always respond positively and embrace swiftly any brand that speaks their language, empathises and bonds with them.
One brand that has deployed the use of pop culture so well on a global scale is PepsiCo’s Pepsi Cola. Pepsi’s innovation in the field of nestling, settling and establishing connections in pop culture began in 1960. So, in a revolutionary move at the time, Pepsi began to run ads that focused not on the quality of Pepsi but the idea of Pepsi as a youth staple. Timothy Taylor, in his book, The Sound of Capitalism: Advertising, Music, and the Conquest of Culture, quoted former Pepsi executive as saying, “In the early 1960s, ads for Pepsi were aimed at young boomers who consumed soft drinks far in excess of their weight in population.”
Historically, brands in Nigeria have been known to connect with consumers by speaking their language. Brands understand the influence of this on consumers’ purchasing and buying patterns. For them, the street is where the battle is won or lost, and to win requires some level of being smart, swift and having in-depth understanding of the consumer and his behaviour.
2019 came with its intrigues and challenges for the business environment. The issue of government policies and their impact on the economy is a case in point. Notwithstanding the challenges of the year, some brands have remained focused on serving the consumers using superior insights to connect, build a community with them and above all, place the consumer at the heart of their marketing initiatives through contents that resonate.
Bet9ja is one of the brands that have amply ridden on the crest of pop culture since its inception into the Nigerian market. It has moved from the mainstream betting category to become the leader of the innovatively unique gaming space, and this shows fluidity to remain relevant and contemporary to win always.
According to Femi Osobajo, Senior Marketing Manager, Bet9ja, the company’s marketing activities and activations are rooted in in-depth consumer research.
Some of the trends and platforms that became social currencies of 2019 include DStv Big Brother Naija’s ‘Pepper Dem Gang’ which featured Bet9ja, Innoson Motors, Pepsi Nigeria and Heritage Bank among others as key partners. Similarly, Livespot X Festival featuring Cardi B, Star Boy Wizkid, and Burna Boy also had Pepsi as one of its sponsors.
Leading financial Brand, Access Bank and Star Lager beer brand co-branded ‘Accessthestars’ also provided an unprecedented platform for the brands to bond with customers across different regions of the country. In the same vein, Born in Africa Festival (BAFEST), the highly entertaining fusion of music, art, film, and fashion by Access Bank staged its second edition.
Commenting on the inherent benefits of driving the brand with pop culture, Amaechi Okobi, Group Head, Communications & External Affairs, Access Bank Plc declared: “At Access Bank, we are aiming at rewriting the African narrative of negativity, while positioning the best the continent has to offer.”
Research by Kantar, a leading global research firm shows that the most successful messaging occurs in stories where the brand’s role is necessary, believable, and integral to the plot.
Against this background, Bet9ja as the leading gaming company in Nigeria reinforced its positioning in the market through a string of remarkable concerts aimed at reinvigorating the consumers for the year ahead.
Venturing out of its gaming forte, to create other consumer touchpoints becomes instructive as it brings to live its most recent thematic campaign, ‘More than a bet.’ The gaming company through this deliberate claim leaves no one in doubt that the company’s operation is intended to enhance livelihood through job creations to contribute to the socio-economic development of the country. By being intentional, the company has demonstrated its support for different sectors that range from sports to tourism and entertainment to mention but a few.
The gaming company further underscored its steadfast interest in the entertainment industry when it heralded its ‘Detty fest December concerts’ as soon as it concluded one of the most successful BBNaija shows as a major sponsor.
“It was more than a three-course meal for consumers to have the best of experience of the holidays with party after party to make the best of the holidays,” disclosed Osobajo. According to him, the various concerts were put together by bet9ja to demonstrate its commitment to supporting the growth of the entertainment industry, adding that it was also meant to project a positive image of Nigeria as a land of possibilities.
Leveraging on the street trend which signifies an atmosphere of fun, camaraderie and deep enjoyment just like Coca-Cola’s ‘Gbe Bottle e,’ the gaming brand has not only connected to its consumers at their touchpoints, it has further endeared itself to the teeming population as an enabler of positive vibes and empowerment across the board.
However, to ride on pop culture as a pivot to connecting with consumers, a brand and its custodians must know the audience very well just as the word, phrase or trend must also be current. It is also instructive to be cautious of jumping on a trend as it can become outdated within a very short period of time.
While it is often difficult to know how long a trend will remain popular, one thing brands can gauge is whether or not an audience will be receptive to it. For brands, the trick is, knowing when it’s worth trying, and when it’s worth steering clear.
Ultimately, the battle for brands performance is in the marketplace and not in the comfort of any boardroom. Brands that connect with the consumers are more likely to win in the marketplace and take the leadership position irrespective of the sector they belong.
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