With a monumental event that may only happen once in a life-time, how does a brand tap into the media frenzy to win big on the big day?
Oroton, a luxury leather accessories and goods brand was saved by the ‘Princess Effect’. Orton was seeing a decline of sales until Markle was photographed wearing their purse. Oroton’s Avalon bag is now on backorder, likely saving the struggling company.
If a brand wants to be proactive instead of reactive, here are examples of brands from different industries who brought awareness surrounding the Royal Wedding.
47.2 million viewers watched the Royal Wedding. With 6.9 million interactions on Twitter and Facebook, numerous brands took part in posting about the wedding via social media.
HBO’s The Royal Wedding Live with Cord and Tish!
When the partnership with Will Ferrell and Molly Shannon was announced, their Funny or Die characters, Cord Hosenbeck and Tish Cattigan made guest appearances on The Tonight Show with Jimmy Fallon. After the show, social buzz circulated as to what they would do for their London broadcast. Having the celebrities continue posting on their social media about the event increased anticipation.
On the day of the wedding, with their sense of humor and electrifying personalities, Ferrell and Shannon’s characters were excellent choices to endorse HBO.
On HBO’s YouTube channel, Cord and Tish received 378,000 views in three days. The video announcing The Royal Wedding Live with Cord & Tish received 296,000 views, having the most consecutive views for HBO’s channel. A majority of HBO’s prior videos range from 2,000 to 40,000 views.
Shannon even announced on her Instagram that Tish and Cord would host the Royal Wedding on HBO. Leading up to the event, Shannon received over 75,000 likes/172,000 views from various sneak peek videos and pictures on Instagram.
The RITAS’ Queen NeNe, The Royal Rita
Another successful endorsement was Bud Light’s Lime-A-Rita partnership with The Real Housewives of Atlanta, NeNe Leaks. NeNe announced via Twitter May 18th that she would be their ‘Royal Rita’, taking over the RITAS twitter. NeNe sent out a poll on the RITAS twitter receiving over 15,000 votes about why people were watching the Royal Wedding.
During the wedding and events following, NeNe tweeted about the wedding, responded to followers and endorsed RITAS, like posting royal guests’ wardrobes that matched different Rita flavors.
Nene, a sassy celebrity, was a perfect endorser because of her bold and unfiltered personality and large social media followership.
Numerous brands took part in promoting the royal wedding but opted out of using a celebrity endorsement. Kellogg’s Café, New York, had a decadent breakfast and viewing party, with their Instagram only receiving a combined 3,000 likes for their promotion.
Velveeta Shells & Cheese had a campaign, “Royally Treat Yourself”. The first 800 people who registered online won a gold box of Crown & Cheese. And KFC created a Gold Chicken Royal Wedding Edition Bucket for a select handful to win.
Since these campaigns were limited in their promotion, would they have sold out faster if a celebrity was promoting the product?
photo credit: AM> via (flickr)