Big Brands and Marketing Campaigns: A Guide To The Royal Engagement
On the 27th November, a Royal Engagement was announced to the public. As revealed in an official declaration by Clarence House, Prince Harry and Meghan Markle are set to be married in May 2018.
Though the announcement came as little surprise to the British public, who had been inundated with bookies predictions, headlines and gossip surrounding the upcoming engagement, the news was still well received throughout the country and made for the biggest story of the week.
Whilst many media outlets approached the news with tones of serious journalism, some of the biggest and most popular domestic brands took a more lighthearted approach to the Royal Engagement, incorporating it innovatively into their festive marketing campaigns.
Warehouse retailer Argos was one of the first to incorporate the engagement into a casual marketing drive, having already been announced as the first brand to bring out their annual Christmas advert. Appealing to the disappointed members of the British public who had hoped to nab themselves a prince before Christmas, Argos offered up a royal substitute ring, with the subtle tagline *Prince not included, making for a very smart social marketing campaign.
As part of their standard daily email marketing deliverance, high end fashion brand Madeleine made use of the Royal Engagement with a clever sales strategy adjustment. For one day only, free postage and packaging was offered online for 24 hours in ‘honour of Prince Harry and Meghan Markle’s engagement’. With the free PnP code being as ‘ROYAL’ as the offer itself, this is an intelligent yet sophisticated way to celebrate the big news.
Not every brand was as delighted by the Royal Engagement, however. Car manufacturer delivered a satirical take on the headline news as part of their daily social media campaign – appealing to the significant demographic of the population who have better things to be excited about than bridal dresses and engagement rings.
Claiming that ‘the only ring they’re chasing’ is a race track, with a shot of a high speed car zooming around a track, this use of incorporation is both befitting to the brand, and relatable to some of the more disgruntled demographic in Britain this week.
In a brilliant take on this year’s Aldi Christmas Campaign, the European supermarket introduced their thoughts on the happy couple through their festive figurehead, Kevin the Carrot. With an image of Kevin and his new companion Katie the Carrot, as well as a re-hashed pun from their TV advert, their message to Prince Harry and Meghan read ‘We’re so pea-sed Prince Harry has found his Katie’, citing them as ‘Another Christmas love story’. This is a truly festive and innovative way to make use of both the existing Aldi campaigns, and tie them to the biggest headlines of the hour.
Thomas Sabo, Beaverbrooks and H. Samuel
No Royal Wedding would be complete without the chiming in of the jewellers. Aiming to target those idealistic hopefuls, praying their loved one will propose in time for the Royal Wedding, H. Samuel, Beaverbrooks and Thomas Sabo have all featured the diamond ring on Meghan’s finger in their social campaigns over the weekend. With H. Samuel asking followers to share their own engagement stories, Thomas Sabo wishing the couple of a lifetime of happiness through their ‘together forever’ collection, and Beaverbrooks referencing their own rings cut to the same style, it’s a hot topic for these online jewellery merchants.
As the Christmas season approaches, chocolate brands such as Celebrations, Heroes and Quality Street are making the most of their making the most of their marketing opportunities. So when the chance to join in with a trending social topic came along, Celebrations did what they had to do. With a cutesy incorporation of their festive branding, they tweeted ‘Time to start the #Celebrations’ as well as a positive message to the newly engageds.
Capitalising on breaking news trends is one of the most fascinating elements of brand research, and their consumers will never get tired of enjoying the new and innovative marketing strategies reaching them every day. With more trending topics hitting the headlines every day, and Christmas just around the corner, we can predict a lot more puns, sketches, graphics and hashtags dominating marketing campaigns before the end of the year.