Getting the right influencer for your brand does the trick – getting a celebrity to endorse your brand is a great idea, but not all celebrities “match” or “suit” all brands. The trick is to find the right influencer who will influence the right audiences for your brand.
One associates sports with fast food – burgers and hot dogs, pizzas and fried finger food, soda and beer. A sports star has a tremendous impact when he or she endorses any brand of fast food or drink. Having former NBA star Reggie Miller (who has been associated with Wendy’s for a while now) go “there’s the beef” will do the trick for any basketball fan!
Which brings us to the next big chunk of beef – brands need to shape the conversation while using an influencer to take it to greater heights … Miller’s “there’s the beef” is not merely a play on “where’s the beef” – the subtext here is powerful. It is no longer a question – a search for the beef. But the beef is right here! And square’s the beef! Wendy’s steering of the conversation, tapping into the connotations of “beef” being the ‘substance’ or the very ‘essence’ of the burger, is brilliant.
Nostalgia marketing is powerful – this is a powerful way of building a campaign by tapping into something that your customers are already familiar with and love. You give your audience something they can recall – something that takes them to a happier, simpler time – and you’ve got it made.
When brands tap into very positive and familiar concepts from yester-years to lay the foundation of trust, on which they build a new structure of ideas and concepts, it is a very powerful marketing strategy.
So when Wendy does a “Square’s the beef” taking audiences all the way back to the 80’s and “where’s the beef?” the excitement is almost palpable!
Shaping the campaign conversation, with the right influencer – now that’s where the beef is!