Tag Archives: Trends

Brands using meme marketing

Kabosu112 Exblog (Fair Use) Remix by Luis Colindres

Talking about localisation… In the last ten years, we’ve seen social media and the way in which we communicate exponentially gain momentum and diversify. New ways of communicating are constantly being developed and evolving, such as the trend of ‘memes’. Officially defined as ‘an image, video, piece of text, etc., typically humorous in nature, that is copied and spread rapidly by Internet users, often with slight variations’, memes are finally being recognised by brands as a marketing tool. Creative Culture takes a closer look at brands capitalising on this new trend.


As a luxury brand, Gucci normally prefers to use fashionably crafted content to help sell their high-end pieces; however, they decided to take a different approach for the ‘Le Marché des Merveilles’ watch campaign. The brand commissioned artists to adapt already established memes, such as ‘You vs the guy she says I shouldn’t worry about’, ‘starterpack’ and ‘Arthur’s fist’ to showcase Gucci watches and the brand’s values.


Beauty brand Glossier was founded by a millennial for millennials. With an impressive following on social media (1.3 million on Instagram, 65.6 thousand on Twitter), their overall approach has always been to maintain open communication and engagement with consumers. And what better way than through memes? Though some they share, like Kermit the Frog, can easily relate to their products, others are simply cute, light-hearted mems that their consumers can admire and share – chihuahua swimming in a pool, anyone?

Baskin Robbins

This year saw ice cream brand Baskin Robbins incorporate the popular meme known as ‘Got me like’ in their ad campaign. Though well-known amongst older generations, Baskin Robbins wanted to improve brand awareness among Millennials and Generation Z consumers. The ad clearly targets a younger audience through its use of colour and humour, and was inspired by the feeling customers are meant to feel when they eat the ice cream.

By Edward LeBoutillier

[French] Japan and the artificial food industry

artificial food

Have you ever been to a Japanese restaurant and wondered why they have artificial food on display?

In Japan, this is a common and expected site upon entering a restaurant. The artificial food industry dates back to 1917. It all started in the town of Gujo Hachman. A restaurant in the town 3 hours outside of Tokyo, was the first to experiment with the notion of using these replicas to market their menu. The idea’s success rate led to the growth of the industry, and Gujo is now home to 10 artificial food factories.

The creation of replicas has become a multi-billion Yen business. Each sampuru (sample) is usually hand-made and custom-crafted according to the client's specifications.

It is believed that this trend is tied to the cautious nature of the Japanese, and their preference to see what they eat, tasting it with their eyes before they order. This trend has yet to reach the West, but other Asian countries, such as South Korea, are catching on to the fake food phenomenon.

By Rebecca Latimer

[French] 3 reasons why you should be watching Africa (Hint: mobile)

mobile first

Often referred to as “the mobile first continent”, Africa is using this digital channel differently from any other area of the world. Creative Culture has put together a shortlist of reasons why global marketers should be watching the mobile space in Africa.

1.       Rapid growth (with no signs of slowing)

It is generally known that mobile is poised for growth in Africa, but the extent of this growth in the coming years might not be fully understood. Socio-cultural conditions have spurred the recent growth of mobile. To put it into context, while only a 16% share of sub-Saharan Africa has access to paved roads, nearly two-thirds of households in 23 countries in this region had at least one mobile phone in 2013. Africa is currently home to a vast 1.1 billion people, and is now officially the second most connected region behind Asia/Pacific.

Why is mobile bigger than wired broadband? Access is the keyword. Extreme conditions across vast and remote distances have kept broadband infrastructure from developing as it has in other areas of the world. This is a clear indicator that mobile is here [in Africa] to stay.

 2.       Innovation equals simple solutions

Innovation takes on a new meaning in Africa, or perhaps it merely reclaims the term’s originally intended meaning.  While more developed markets might view innovation as rethinking areas such as product design or user experience, Africa defines innovation as a means to solve real problems in a practical manner; innovative solutions are birthed out of necessity.

For example, the ability to facilitate transactions remotely (via mobile POS software) was recently popularised in developed markets by companies such as Square and PayPal, but this concept has been widely used since 2007 in Africa through the M-PESA mobile payment system. A staggering £7.21 billion is handled annually across Africa using this simple solution, from paying bills, to buying groceries – all via simple SMS.

3.       Opportunities to improve the lives of Africans

Social, health, and educational challenges that historically slow developing markets in their pursuit of prosperity are now being addressed through the power of mobile. Health has proven particularly challenging as many emerging countries continue to struggle with providing basic healthcare to their citizens. In this area, affordable mobile technology is being utilised to address many illnesses that are difficult to diagnose and treat without access to medical facilities. Innovative technology includes mobile applications that diagnose Malaria and reduce the need for costly sonogram equipment.

Agriculture has also been a significant area of impact. A perfect example of this is iCow; a simple application that provides Kenyan farmers with practical knowledge to help improve their dairy operations. The dominating 463 million dollar dairy business in Kenya suggests that there is much money to be made, and this simple application can help locals rise out of poverty. The practical information-via-text model has spread to farmers in Ghana and Uganda, to ensure they price their products effectively.

Whether farmers are retrieving local market prices for their produce to arm themselves against profiteering middlemen, or medical professionals and patients accessing medical monitoring and data services, mobile is paving a transformative path of success across Africa; the important question now is how marketers will respond to this growing opportunity.

By Alexander Knight