What is Experimental Marketing and how to leverage it?

What is Experimental Marketing and how to leverage it?

What is experimental marketing? If you’re part of a leading brand or involved in the marketing process, this is a term you must have come across. This is one strategy that aims to strike 2 targets with one arrow. First, it enables the customers to explore the products and connect with the brand’s essence. Considering it entails an emotional connection between the customer and the brand, it’s often termed engagement marketing.

Did you know 70% of customers become regulars after an experimental marketing campaign?

Don’t believe us?

Have a look at the following campaigns!!

Musical steps

Music speaks to the soul, and Volkswagen knew what had to be done. So as an initiative in 2009, Volkswagen turned a subway staircase in Stockholm into a giant piano. It became an experience that helped customers connect and engage with their brand. The message this campaign wanted to convey, people will do difficult things if they’re presented in a fun way,’ was proved right as more people took the stairs instead of escalators. Truly set the brand apart with their marketing ways! No promotions about their product. It was just an experience that generated brand love!

Become a space bull

After the experience created by Volkswagen took the world by storm of awe, it wasn’t long before Red Bull joined the club of experimental marketing in 2012 with their campaign called ‘Stratos.’

This campaign was record-breaking as 8 million people watched this live freefall through Red Bull channels, thus creating a massive PR and resounding media exposure without showcasing their products. As a result, it became an experiential branding that made a lasting impression and unique memory of this campaign.

FingerLicking KFC

Now let’s fast forward to 2021, with our Finger-lickin’ good brand KFC and the campaign they initiated to connect with the young crowd by partnering with Kentucky born, Jack Harlow (Yup, the Grammy-nominated rapper)

Jumping to the latest campaign by Burger King

This hilariously witty ad featuring Hrithik Roshan had social media howling with laughter, stipulating if this was a staged or ‘jugaadu’ ad. Even big brands like Spotify, Swiggy and Zomato couldn’t resist commenting on Hrithik Roshan’s reaction to this ad.

Needless to say, experimental or engagement marketing is slowly becoming a strategy most companies wish to explore, but it’s essential to look at some lessons before you proceed with your creatively unique experimental campaigns :

Carefully curated only for you:

  1. The strategy doesn’t have to involve the product or service. It just needs a positively powerful message that generates brand recall.
  2.  Don’t forget that trends are constantly shifting with the young crowd, and developing strategies that GenZ and Millennials find relatable is always recommended.
  3. Make sure the campaign adds value to the customer.. be it a free product, knowledge or entertainment.
  4.  Don’t be afraid to think big and out of the box. It’s meant to leave an impression, after all.
  5. Include Influencer Marketing as it has become the salt of the marketing industry.

Yes, it’s relevant for experimental marketing as well. Cases in point – KFC x Jack Harlow, Subaru’s #MeetAnOwner Campaign with Devin Graham and Mariott’s video collaboration with Jeana Smith. When Brands and Influencers join forces, it’s bound to be the perfect recipe for a successful campaign.

However, in the ocean of ever-growing influencers, finding the right fit for your brand needs is challenging.

Of course, we understand the dilemma brands face, and our focus has always been on simplifying your influencer marketing needs. Since our inception, we have worked on identifying the pain points, and to that end, we at Good Creator Co., with 250k+ influencers and expert execution, will be ready to help you out if you consider us for your influencer campaign needs (yup, we saw our shot and took it ). You can find details about our past successful campaigns with leading brands here

‘It’s always GOOD to be a unique CREATOR’ Don’t hesitate to find the experimental strategy that works for you, and if you start trending, we will cheer you on (if you don’t forget to shoot us a gratitude email).