Pizza Hut recently adopted a non-conventional marketing strategy in the United Arab Emirates. Instead of investing a significant amount in Ads, he decided to bet on organic content to promote his favorite, My Box, which is a customizable combo.
In practice, the action consisted of the idea of encouraging users to create trends on TikTok with My Box, tagging and following @pizzahut, as well as using the hashtag #YourTermsYourConditions.
It seems something simple, right? And indeed, it is. However, it remains a very well-designed strategy aimed at 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 it viral and, as a bonus, saving a good amount on advertising.
In addition to the savings, another benefit of this type of campaign is the bond created between the brand and followers/consumers, working on the relationship, something that is not very effective when we are talking about paid advertising.
Is it worth investing in organic strategies?
Yes, and a lot! When we talk about organic strategies, we invest in awareness and reputation building, essential elements for the long-term survival of any brand.
Paid ads are immediate, ideal for short-term campaigns, and do little to help generate brand awareness. A promotion is a good example. The goal is to generate volume in the short term, but it does not necessarily create a relationship with the customer.
In a campaign like Pizza Hut's, it is clear that one of the objectives is to ultimately sell My Box, 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 content created by its own followers, the brand gets closer to its customers, generating a huge buzz, which will attract more people who can be converted into followers, customers or both.
And it doesn't stop there. The strategy goes beyond digital. Creating a positive experience with a satisfying product, the brand ensures the conversion of social media followers into consumers of its products in real life.
How do you know which strategy to adopt?
This is the question of the millions. Whether in paid ads or organic, if the strategy is not well designed, thought out, and executed, all the time and intelligence spent will be worthless, as 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 you must keep in mind that strategic marketing is not always a short-term approach, on the contrary. Of course, some actions can go viral and generate significant numbers, as is the case with Pizza Hut. But generally, strategies need a longer maturation period for the results to start appearing.
In any case, the important thing is to develop and implement actions that seek to meet the future needs of your customers/consumers.
And if well targeted, these actions can contribute to a significant competitive advantage in the market, which will make your brand stand out from the crowd.
