Ask a hundred people on the street to name a brand of beer. Most likely many people answer with ‘Heineken’. And, what do you hear when you ask about a brand of chips, car or bicycle? It is certain that the first brand mentioned has established a top-of-mind position in that person’s brain. How is your brand doing? Use dates!Coffee? Douwe Egberts. Order food? home delivery. Because these people are the first to think of a certain brand, there is a good chance that they prefer this brand over that of a competitor. This does not always imply Croatia Phone Number a positive association. Depending on the category, people may be more likely to think of a brand they hate than a brand they like. Sure, bad publicity is also publicity. But in the long term, as a Croatia Phone Number brand, you want the target group to have a positive association with your brand to bond with.

Positive and negative

Negative? Yes, of course. Suitsupply CEO, Fokke de Croatia Phone Number Jong, can talk about this through a campaign from 2018. The posters with men kissing were hung at 100 stores in 22 countries. The effect in the Netherlands? About thirty bus shelters were smashed and dozens of billboards defaced.The suit brand lost 10,000 followers on social media almost immediately when the campaign was launched online. We really thought: ”Holy shit, what is happening here”, says Suitsupply founder Fokke de Jong about this. “You expect a reaction, but the magnitude was quite intense. The fact that people are so shocked proves that it is relevant to show it.” Marketing has chosen here to unleash a worldwide shock effect on the market, in order to cCroatia Phone Number reate a name.

Croatia Phone Number

Effects from practice

JCDecaux – the market leader in outdoor advertising in Croatia Phone Number the Netherlands – says about this: “It remains a fact that Suitsupply has scored an unprecedented amount of earned media, which many PR agency can only dream of.” And we succeeded, especially if the big BBC also writes about your campaign.A positive example of becoming top of mind in ‘cheap products’ was Zeeman with the Lucht campaign in 2020. The brand came to the attention because of the low asking price of €4.99 for an eau de parfum. The fragrances contain 20% perfume oil, just like expensive brands. The perfume was immediately sold out in the Netherlands on the first day. Zeeman eventually also won a Golden Effie with this campaign.

 

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