Brands, products, and a good Digital Marketing strategy
People and companies often seek to increase the interest of their products by taking advantage of Digital Marketing. However, for this to work efficiently, customers must associate the product or service offered with the flagship brand. In addition, it is necessary to implement a good Digital Marketing strategy to achieve good results.
How should you relate your brand and your product?
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A poorly related brand and product typically have less of an impact. Considering this, many companies spend a large part of their budget on Digital Marketing campaigns to establish a strong relationship between the product and the brand. Whether with commercial partners or advertising, capturing the idea of a brand-product connection in the client is very important.
This does not imply that you should follow the same line all the time. For example, McDonald’s went from being a global hamburger company to having its flagship ice cream sundaes, children’s toys, and even breakfast specials. Now, all customers know that at McDonald’s there is a significant variety in addition to hamburgers.
However, if you are going to launch a product, it is convenient for customers to quickly associate your brand with it. Basically, in people’s thinking, it is easier to consume a product that builds trust. Either because it has a major brand behind it, or it’s associated with what the brand stands for.
Arcane, an innovative Digital Marketing strategy
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Riot Games, a giant company and reference in MOBA video games, wanted to expand its offer in other fields besides games. Those people who love League of Legends often test all of their new content because they know the quality of Riot’s products Games and enjoy this. However, the interest of the company was to get new players and fans of totally unpublished content. For this, the company took advantage of its best product, League of Legends, and made a huge bet hand in hand with Netflix.
Although similar projects had already been carried out in other companies, the acceptance and success of these was quite discreet at the time. In the case of Riot and League of Legends, we can assure you that it was a complete success. Arcane, the series of League of Legends, completely broke the internet. From the perspective of Digital Marketing, the implemented strategy was a complete success. Just by the launch of the series, everyone was talking about Arcane. Critics, gamers, miniseries fans, people young and old. Everyone had something to say about the wonderful story.
Unlike the vast majority of Netflix series, Arcane was a story that we were told in periods of 3 chapters. This allowed the expectation in each of the 3 acts of the series to grow rapidly. This Digital Marketing strategy encouraged advertising to be carried out by the fans themselves. You could see the passionate discussions and threads on Twitter, for example. Theories on YouTube were getting more and more views. Even the cosplay, video game content, and streamer collaborations generated a lot of hype.
Is it mandatory for my brand to have a relationship with the product?
It’s not mandatory. However, successful Digital Marketing strategies always find a way to link the brand and the product. In essence, the best way to get new customers or keep old ones is for your brand to always be top of mind with your customers. Sometimes, this represents a great challenge for Marketing teams. However, the result can be very beneficial.
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