Pizza Hut recently adopted an unconventional marketing strategy in the United Arab Emirates. Instead of investing a good amount in Ads, decided to bet on organic content to promote your darling, My Box, what is a customizable combo
In practice, the action consisted of the idea of encouraging users to create trends on TikTok with My Box, marking and following @pizzahut, besides using the hashtag #YourTermsYourConditions
It seems something simple, right? And in fact, é. However, it is still a very well-designed strategy, with the aim of bypassing the absurd amount of ads in the feed, which end up being ignored or go unnoticed by some users
The central point of this strategy was to pass the ball to the followers themselves to create the content, making them viral and, on top of that, saving a good amount on ads
Besides the economy, um outro benefício desse tipo de campanha é o vínculo criado entre marca e seguidores/consumidores, working on the relationship, something not very effective when we are talking about paid advertising
It is worth investing in organic strategies
Yes, and very! When we are talking about organic strategies, we invest in building awareness and reputation, essential elements for the long-term survival of any brand
Paid ads are immediate-oriented, ideas for targeted campaigns and little help in generating brand awareness. A promotion is a good example. The goal is to generate volume in a short period of time, but does not generate, necessarily, a relationship with the customer
In a campaign like that of Pizza Hut, it is clear that one of the goals is the sale of My Box after all, however, the company combined the need for publicity with the positive impact that this could bring, building an organic strategy that will bring much more value to the brand
Through the content created by the followers themselves, the brand gets closer to its customers, generating a huge buzz, which will attract more people who can be converted into followers, clients or both
And it doesn't stop there. The strategy goes beyond digital. Creating a positive experience with a satisfactory product, the brand guarantees the conversion of social media followers into consumers of its products in real life
How to know which strategy to adopt
This is the million-dollar question. Whether in paid ads, be it organic, if the strategy is not well designed, thought out and executed, the effort of time and intelligence will be of no value, because the results will not be satisfactory
The first step is to know your audience well to understand the best way to impact them
Don't be afraid to innovate, but it is important to keep in mind that strategic marketing is not always a short-term approach, on the contrary. It is clear that some actions can go viral and generate significant numbers, as is the case with Pizza Hut. But generally, the strategies need a slightly longer maturation time for the results to start appearing
Anyway, o importante é desenvolver e implementar ações que busquem atender as necessidades futuras de seus clientes/consumidores
And if well directed, these actions can contribute to a significant competitive advantage in the market, what will make your brand stand out in the crowd
