By Ashie Luke
If you aren’t currently showcasing the best of your pink jewellery, gems, or diamonds, you’re probably doing yourself a disservice. The hype around the new Barbie movie is all anyone is talking about on social media, and you should be taking notice. You’re probably thinking, why is this information necessary or relevant? Well, the people purchasing tickets to see this movie are more than likely the same demographic that you’re trying to, or do, market to. In a world where trends move at an astronomically quick pace, it can be challenging for businesses to gain a slither of engagement when the consumer is hyper-focused elsewhere. So, how can you piggyback on social media hype to further your business? The solution is leaning into pop culture trends.
These strategies apply to any pop culture reference, but the relevance and currency of the trend determine your intention’s success. Barbie and the ‘Barbiecore’ fashion aesthetic are perfect examples of trends that should be capitalised on in the jewellery industry. First and foremost, creating relevant content is the best way to gain your consumer’s attention. Concerning Barbie, you can create posts, images, or videos that incorporate references to the film creatively and engagingly. For example, showcasing your pieces for different Barbies is a great way to stay on trend and show the versatility of your jewellery. This piece would suit Mermaid Barbie, these sparkly earrings complement Disco Barbie, or these diamonds are fit for a Princess Barbie, and so on.
So, you’ve created your relevant content, consumer engagement should just roll in, right? Wrong. Showing your market demographic that you are interested and informed on the subject will further your authenticity in your marketing attempt and build a solid consumer relationship through conversation. The consumer gets into pop culture because it is interesting and fun to talk about. Respond to relevant posts, comment on discussions, and share your thoughts or insights. By actively engaging with the trend, you can attract attention and build relationships with potential customers who share similar interests.
Sometimes resources can be hard to come by when you don’t have an entire marketing team on hand, especially for small businesses. In circumstances like this, allow the consumer to become the marketer. Launch user-generated content campaigns that encourage your customers to share how they incorporate your jewellery into their pop culture-inspired outfits or themes. Create a unique hashtag for the campaign and offer incentives, such as discounts or giveaways, to encourage participation. This not only generates buzz but also showcases real-life examples of your jewellery in the context of popular culture.
While piggybacking off pop culture trends on social media, it is crucial to maintain authenticity and genuineness in your approach. Strive to align your content and messaging with your brand’s identity, ensuring a seamless integration of the trend into your overall brand narrative. By doing so, you can effectively capture attention and engage with your target audience, cultivating meaningful connections and driving long-term success for your business.