Brands that used Disruptive Innovation in Marketing
Market disruption can be categorized into two types as follows –
1. Novelty — This type of marketing is undertaken by a company that meets the customer’s needs in an innovative way by offering a completely new product or service.
2. Adoption — This type of marketing is undertaken by a company that plans to improve the already existing product and services by making it better, faster and cheaper.
The examples below showcase both Novelty and Adoption categories for market disruptions.
i. HBO GO
The image below is a screenshot from a series of seven videos available on Youtube (HBO GO, 2019)
The video campaign featured seven videos of a family watching crime series or graphic adult scenes on Television. All the videos had an “EWW” moment and every video ends with a tagline — “Might be a good time for HBO Go. “
Here, HBO could have taken the traditional approach of highlighting their on the go streaming services by featuring usage of the platform on any kind of public transport but instead, they realize that HBO Go can be used at home as well. Hence, they designed an advertisement campaign around a normal family and awkward moments faced by millennials while watching TV with their parents.
HBO did an incredible job of great marketing technique by turning the marketing or social norms upside down, they ignored the conventional idea of marketing and set new standards by understanding alternative problems and tackling them in their own unique way.
ii. SINGAPORE RED CROSS
Singapore Red cross took a very unconventional way of marketing in their campaign called ‘Blood Ties’ which aimed towards the involvement of youth for the blood donation drive.
Singapore Red Cross took a very non-preachy approach to attract youth towards blood donation by using the trending selfie craze in 2014. They approached a lot of local celebrities, comedians, musicians, etc. to promote their campaign. Blood Ties initiative made donating blood cool and very attractive to Youth. This type of marketing campaign helps to get the message across to the audience without preaching anything. This is an Innovative marketing disruption at its best.
iii. NIKE
Nike is one of the brands which delivers constantly with disruptive innovative marketing. They have changed the perception of health and fitness among the individuals, empowering them to become an athlete in their own right.
In 2015, Nike launched an ad campaign called ‘Better for It’ on Youtube. The video revolves around a pair of adopted sisters. Nike aims to deliver a relatable experience to the customers portraying that they are not a brand just for people who love to workout but also are willing to support less athletic-minded people.
Successful marketing campaigns have the power to stir up emotions and stay in customers’ minds for a long time. This, in turn, influences the consumers’ buying decisions. A disruptive marketing campaign reaches audiences, gives birth to new trends and defines or redefines the market.
In 2019, Disruptive marketing occurs in the following different trends (Krokida, 2019) –
1. Quality Content — Content is still a king, it defines the relationship of connection between a customer and a brand.
2. Video Marketing — Marketing via videos is the most appealing way narrate a story and keep audiences engaged.
3. Social media and Influencers /Brand ambassadors — Consumers look up to local celebrities or social media influencers. Brands use the influencers with a lot of followers to help market their product. Personalized advertisements via Social media is also increasing rapidly.
4. Transparency- Consumers hate being artificially marketed to, transparency helps build a steady relationship between consumers and the brands.
Some of the unique ways of disruptive marketing examples are shown below –
1. DIESEL
In February 2019, Diesel launched a video marketing campaign wherein it takes inspiration from the social media and its clichés and celebrated being a fan or a follower.
The campaign stars influencers and how they have a hard time in real life. This is contrasted by fans and followers who are living a more comfortable life in a similar situation, obviously in their Diesel jeans. Diesel’s marketing strategy revolves around breaking rules, and it hit home run by this kind of advertisement.
2. Coca-Cola
According to 2018, World Happiness Report (John F. Helliwell, 2018), Romania ranks amongst the top 10 unhappiest countries in Europe. Coca-Cola used this opportunity to launch a campaign with hashtag #halffull and innovative packaging.
The special bottle which is full of half up represents positive news about Romania and wants people to share their half-full story as well. This is innovative marketing at its best.
3. Spotify
Memes are both funny and very easily circulated on social media. It’s trending since the dawn of social media. Spotify is a digital platform used Meme as a fun way of marketing itself.
Using memes to get your brand and message across to the millennials and the Generation Zs is a sure a smart way of using disruptive marketing technique. Millennials and Generation Zs are into the popular culture of finding things relatable and memes are a way to do it. Spotify tapped into that marketing idea and highlighted a modern way of reaching out.
REFERENCES
Manjur, R., 2014. Singapore Red Cross targets youths — Marketing Interactive. [Online]
Available at: https://www.marketing-interactive.com/singapore-red-cross-lures-youth/
[Accessed November 2019 ].Nike, 2015. Nike Women — Better For It — Inner Thoughts. [Online]
Available at: https://www.youtube.com/watch?v=WF_HqZrrx0c
[Accessed December 2019].Krokida, S., 2019. 23 Best Marketing Campaigns Of 2019 To Fuel Your Inspiration. [Online]
Available at: https://moosend.com/blog/best-marketing-campaigns/
[Accessed 2 December 2019].Diesel, 2019. BE A FOLLOWER — DIESEL SS19. [Online]
Available at: https://www.youtube.com/watch?v=rcjcQdaKnwU
[Accessed 03 December 2019].John F. Helliwell, R. L. a. J. D. S., 2018. World happiness report, New York: Sustainable Development Solutions Network.
Coca-Cola, 2019. We have created a bottle of Coca-Cola that celebrates optimism and those who share their optimism.. [Online]
Available at: https://www.coca-cola.ro/ro/HalfFull/
[Accessed 4 December 2019].Gorbatch, A., 2019. Spotify: the masters of marketing campaigns. [Online]
Available at: https://awario.com/blog/spotify-the-masters-of-marketing-campaigns/
[Accessed 4 December 2019].HBO GO, 2019. HBO-GO “Awkward Family Viewing”. [Online]
Available at: https://www.youtube.com/watch?v=dSilpgJc38M&list=PLB8yVEEopPr0e7Ti5iRxqk0B80s9coEmu
[Accessed November 2019].
