In the dynamic landscape of modern marketing, brands are constantly seeking innovative ways to connect with their audiences and stand out in the crowded marketplace. One effective tactic that continues to prove popular is the active engagement with national days and awareness events. By aligning with these occasions, brands can not only showcase their social responsibility but also build a stronger, more authentic connection with their target audience.
How to harness the potential of National Days
In today’s digital age, we’re constantly flooded with an array of national days dedicated to everything from National Beer Day to International Women’s Day, and showing your active support can boost brand sentiment. Whether quirky or meaningful, they have become a defining aspect of our online culture, with hashtags and trending topics taking centre stage on social media platforms. With 2024 upon us, it’s crucial for brands to understand how to harness the potential of national days effectively across various platforms.
It can feel at times that every day is an awareness day, and as marketing professionals we can sometimes get national awareness day fatigue. Since the development of the hashtag and engagement on social media platforms conversations are taking place across numerous channels and are often the catalyst for positive awareness raising.
However, with some many national days now existing, it is important to tread carefully and not simply jump on every single one just to say you have done it, or because you had a last-minute request from your CEO.
Staying true to your brand
The key thing is remaining authentic and relevant to your brand’s audience: choose national days that resonate with your target customers’ interests, hobbies, and behaviours. Ensure the day aligns with your audience’s values and preferences and you can watch your engagement rates increase. But don’t jump on a national day to make yourselves look good as people will see straight through it, and the engagement you will receive will call out the behaviour as false or virtue signalling.
National Days can be a fantastic way to raise awareness about a specific cause or event and can be a great way for your business to showcase its personality, but using too many can result in your audience becoming immune to the posts.
Establishing a Meaningful Connection
National days and awareness events often carry significant emotional and cultural weight. By associating a brand with these occasions, it can tap into the collective sentiments of its audience. Aligning with these events provides brands with an opportunity to express shared values and resonate with consumers on a deeper level.
One brand that has done this well is Dove and their ‘Real Beauty’ campaign, where the brand is leveraging International Women’s Day. By championing real women and promoting body positivity, Dove has not only reinforced its commitment to empowering women but has also created a lasting connection with its audience.
Enhancing Visibility and Relevance
Engaging with national days provides brands with an opportunity to stay top-of-mind and relevant in the eyes of their audience. By creating content and campaigns tied to these events, brands can leverage trending topics and conversations to increase their visibility and reach a wider audience.
Google’s ‘Doodles’ are a prime example of enhancing visibility through engagement with national days. By transforming its logo to celebrate various events and historical figures, Google not only showcases its creativity but also ensures that its brand remains culturally relevant and engaged with its community.
Opportunity Spots Awaits
As we look ahead to 2024, the landscape of national days offers a plethora of opportunities for brands. Now we couldn’t provide some tips and insights without giving you a little doggy bag full of treats…
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