Emily Stonham
2nd January 2019 - 7 mins read
W

e’re a strange bunch, and it’s because of this that brands have found it so hard to market to us. How can you expect to see results from a lovingly crafted, artistic marketing campaign on TV when the height of comedy for my age group is someone doing surgery on a grape?

There’s been plenty of examples over the years of brands trying to capitalise on our strange humour, ranging from the mildly successful to the downright embarrassing. Brands using memes in marketing seems to be one of the main offenders here. If you’re not familiar with memes, Google defines them as ‘an image, video, piece of text, etc., typically humorous in nature, that is copied and spread rapidly by Internet users, often with slight variations.’

My generation in particular (Gen Z, born from 1995 onwards) is often berated by the media for being glued to our phones. Whilst I disagree with this being true for every teenager, stereotypically it can be true for quite a few of us.

A lot of us adore social content, and would rather be on Netflix or YouTube than traditional TV channels. Memes in particular form a large part of the content of many social media platforms for my generation now, specifically Instagram, Reddit and Tumblr. Despite all this, a lot of brands seem to be missing the mark with their attempts at humorous marketing.

Here’s three of my favourite examples of corporate meme usage - good and bad - with some insights on how to use memes and modern humour to your brand’s advantage online. 

 

Denny’s Twitter Account

The American diner Denny’s has found a unique niche on Twitter. Namely, it’s one of the weirdest corporate accounts out there - and people love it. In 2013, the brand’s social media was taken over by the EP+Co agency. They had one simple aim, which was to make the brand’s social media activity not sound like a corporate account.

Fast forward to 2018, the brand is infamous for its bizarre and occasionally disturbing breakfast-themed content on a number of platforms. They’re experts at hijacking popular trends and current news and popular culture events on Twitter, such as the removal of the iPhone headphone jack.

 

 

Such is Denny’s success that they have international followers from places that don’t even have one of these restaurants. Its Twitter account even helped kickstart a new meme format a while back, by hiding a message in a pancake.

 

 

Gucci Memes

Here’s a surprising one. Out of all the brands to use memes in marketing, would you expect a luxury, high-end retailer to get involved? Not many people did, which is why these were received with gleeful concern.

Gucci created #TFWGucci (That Feeling When Gucci) to promote its new line of watches. They commissioned a number of pieces of artwork, and then had popular meme creators make content with them. The results were fairly mixed.

 

  

 

Some were pretty funny and went down well online, but others just seemed a bit odd and out of touch. Fashionista made some pretty good points in this article, mentioning how it’s strange for a large, established brand like Gucci to be making memes, as the origin of niche memes involved talking about topics like mental health - which were too taboo to talk about in mainstream media.

 

 

Overall, it was interesting but seemed a little bit out of character for such a high-status brand. To really appeal to the meme community, Gucci should have probably had a bit more existential dread

 

Wendy’s Memer Advert

This one is a little older, but it still makes my soul hurt.

When it first came out, it had people debating whether this was deliberately meant to be so terrible, in order to create hype online.

Anyone who’s been vaguely aware of memes for the last few years or so will see the glaring issues with this advert.

It’s just cringey. Plain and simple. There’s no punchline, there’s not even really an element of self-awareness – which is one of the elements that memes are normally recognised for.

This meme format with the bold white text and ‘like a boss’ arguably hasn’t been funny for a good ten years or so. It’s completely out of date, which defeats the objective of using memes (they’re topical and based heavily around online trends).  

Regardless of whether this was genuine, self-aware or an attempt at possibly creating nostalgia for meme fans, I don’t think it worked very well. It left many online viewers feeling irritated and enraged by how out of touch it was.

If the point of the advert was to get people talking about the brand (and how out of date it was), then fair play. But if the point was to make sales, I don’t think this was the best strategy as many seemed more annoyed with the brand than engaged with it.

There’s even a Reddit thread dedicated to this sort of mishap, called r/CorporateFacepalm. It’s worth checking out before you try any sort of memes out yourself – or if you just want a laugh.

There’s plenty more examples of corporate memes dotted all over the internet - some mildly funny, others just simply embarrassing.

In all seriousness though, creating memes can be a dangerous game to play when using them for advertising or marketing a brand. For example, memes can have hidden meanings or symbolisms that will be understood by people active on particular parts of social media, but skate right over the heads of corporate teams.

Pepe the frog, for example, was a very popular meme a while back.

 

 

Pepe was widely used by the media and political campaigns until he was found to have associations with the alt-right. Pepe never originally had racist associations, but it was hijacked by certain groups of people to suit their own causes.  

By the time Pepe was used in the 2016 United States presidential election campaign, he had already been branded a hate symbol. He’s now in the Anti-Defamation League’s guide to hate symbols, much to the amusement of some parts of the internet.

This happens fairly frequently, and unless you have someone working for you who spends the majority of their time looking at memes, you might accidentally post something that has horrible hidden messages associated with it. It’s a big risk to take, especially for large or well-established brands.

Another negative to using memes is how quickly they age. As I was researching for this blog, I came across a bunch of meme adverts from around 2012-2015. This article from Digiday has some good examples of what I mean- specifically, the Virgin Media one. My first reaction was that they were terrible, simply because of how outdated they automatically seemed to me.

Thinking about it, it’s quite likely that these campaigns would have been funny when the memes were on trend. They fit the meme well, and they’re not too awkward. But they seem so bad to us now because of how old the format is.

Meme trends change so quickly and so do reactions to them. In the time that it’s taken me to write this blog and get it through the editing/approval process, the ‘doing surgery on a grape’ meme I referenced in the opening paragraphs has already gone out of date and is now considered to not be funny.

If your brand is modern and has a fairly young audience, it can be a highly effective marketing strategy to use memes and edgy jokes in your content. If not, your audience may be confused by your attempt at being trendy. Bear in mind your target market, especially if you’re attempting dark humour with your campaigns.

And steer clear of using memes unless you’re absolutely certain that your audience will enjoy them, and that you understand the meme properly. It’s not worth the effort if your campaign is just going to end up being mocked on a Reddit thread.

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or an eBook.

Marketing

11 easy to use tools to improve your writing

Adam Fisher 21st June 2018 — 7 mins read
O

f course, when Mr Zinsser started writing, he had little more than a typewriter for technological support.

Producing and creating content remains difficult, but the modern writer does have access to a range of online tools which can improve their writing and help them find inspiration.

Here are some of our favourites:



Grammarly

This is probably the best-known writing tool, so we won’t spend too much time discussing it.

It is essentially a proofreading tool which automatically spots grammar, spelling, punctuation and even style mistakes.

When it suggests a correction it also provides an explanation. This means the writer can make a well-informed decision on whether or not they will make that change.

You can copy and paste text into Grammarly’s Editor or install a free browser extension.



Cliché Finder

We’re all guilty of including words and phrases in our writing which might be a bit trite or overused.

Cliché Finder is a free, simple, tool which helps you to identify those expressions before your work gets published.

I used it on a blog I recently wrote and it instantly identified the expressions ‘over the years’.  Not only did this prompt me to remove this from the work, but it also means I will be more conscious about using the phrase in the future, ultimately improving my writing.



Hemmingway Editor

This is a bit like the newspaper sub-editor who has been doing the job for years and just knows how to make copy better even when there is nothing grammatically wrong.

The emphasis is on making writing short and punchy by highlighting complicated words, dull sentences, passive voice, and adverbs.

And it is easy to use. If you see a yellow sentence, it needs to be shortened; if it is red it is too complicated; purple means a shorter word could be used, and blue is used to highlight adverbs and weak phrases.



CoShedule’s Headline Analyzer

Headlines are important.

A good one will entice readers to your content, while one that fails to hit the mark could prevent people from clicking – a real shame if the article that sits below is strong.

But constantly producing eye-catching headlines isn’t easy.

The good news is there is help readily available.

CoSchedule Headline Analyzer breaks down your headline in terms of structure, grammar, and readability.

Headlines are scored out of 100 with points gained for the use of ‘common’, ‘uncommon’, ‘emotional’ and ‘power’ words and phrases.



Hub spot Blog topic generator

When the dreaded writer’s block strikes, you need to find inspiration.

And tech can sometimes provide the answer.

There are a few blog topic generators around but Hubspot’s Blog Ideas Generator is probably the best one.

Simply type a few phrases into the boxes and the algorithm does the rest.

Putting ‘words’, ‘content’ and ‘ideas’ into the system came up with the following options:

 

1 Think You're Cut Out For Doing Content? Take This Quiz

2 The Worst Advice We've Ever Heard About Words

3 Tools Everyone In The Ideas Industry Should Be Using

4 Quick Tips About Content

5 Best Blogs To Follow About Words

 

As you can see, the ideas they generate aren’t always brilliant, but the third suggestion is very similar to this blog.

This tool is free and even if the suggestions do not always hit the mark, it could just come up with an idea you can develop.



Wordcounter

This website offers more than its uninspiring name might suggest.

As well as providing a running total of the number of words and characters – useful if you have a minimum or maximum total you need to reach – its main benefit is showing whether your writing has become a bit repetitive.

The system shows how often you have used each word, giving you the opportunity to provide some alternative options.

Additionally, it provides you with a reading and speaking time for your writing - ideal if you are preparing a speech.  



Power Thesaurus

Once you’ve identified the words you are using a little too often, you may need some help finding alternative options.

There are plenty of online thesauruses, with Thesaurus.com being the biggest. But I prefer the crowd sourced Power Thesaurus for a more user-friendly experience and fewer adverts.



Urban dictionary

Not every definition in the Urban Dictionary is going to be suitable for your writing, particularly if you have an audience which may be easily offended. Some definitions are, let’s just say ‘educational’.

But, if you are looking for a definition of a word or phrase that is new or has different meanings to different people, it can be a useful tool.

When I wrote a blog for our sister company Media First about spokespeople repeatedly using the phrase ‘deeply concerned’, Urban Dictionary provided the perfect definition to give my content a little more edge.

It defined the phrase as: “An expression used in PR, especially political, when the person or organization is expected to care about a situation and comment on it, but they don't actually give a s**t, because the situation in question isn't particularly relevant to them, but it is politically imprudent to say that outright.”



Coffitivity

Sometimes writers just need to find a way of boosting their creativity.

Personally, when I’m struggling for inspiration, or just need some background noise, I plug in the headphones and let Guns N’ Roses destroy what remains of my hearing.

I appreciate though that others may have a different (not better) taste in music, or just need something a little more soothing.

This is where Coffitivity comes into its own. It recreates the ‘ambient’ sounds of a café to create a pleasant working environment. Not only that, but there is a range of coffee sounds to help you get in the mood, including some from Paris and Brazil.



BrainyQuote

Adding pertinent quotes from famous writers, politicians and entrepreneurs can be a great way of adding more depth to your writing and inspiring your audience.

You’ll notice that I included a quote at the start of this blog and in other posts I have quoted the likes of John F Kennedy, Albert Einstein, Mark Twain and Maya Angelou among others.

Of course, it is not always easy to remember who the quote originally came from or whether you recalled it correctly.

This is where BrainyQuote comes in handy. The site not only enables you to check back on famous quotes but also search for more by topics, authors, and people in the news.



Word

It is not just going online that can improve writing. The ever-dependable Word also offers some useful tools.

The Flesch Reading Ease score uses the number of words in a sentence and the number of syllables in each word to calculate how easy it is to read a document. The lower the score, the more difficult the text is to read and ideally you should aim for a score of between 60 and 70.

The second check, known as the Flesch-Kincaid Grade Level, is an equation which tells you how many years of education someone needs to understand your content.

The grade score is based on the American grade system and essentially you need to add five to your grade to find the reading age of your content.

To find your score, simply go to the ‘file’ menu, then ‘options’ and then on to the ‘proofing’ tab.

Under the ‘when correcting spelling and grammar in Word’ heading you need to tick the box which says ‘show readability statistics’.

Then when you run a spelling and grammar check you will find the two readability scores.

 

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper.

Adam Fisher
13th February 2018 - 4 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.