Movement marketing

Movement marketing, or cultural movement marketing, is a marketing model that begins with an idea on the rise in culture. The Cultural Movement agency, StrawberryFrog, invented the movement marketing model in 1999 working for Smart Car and IKEA.[1]

“Movements” as a new brand-building marketing model begins with an idea on the rise in culture rather than the product itself. [2]

Definition

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Cultural movements is a marketing model that builds brands by identifying, sparking, organizing, leading and/or aligning with an idea on the rise in culture and building a multi-platform communications around this idea so the advocates can belong, rally, engage, and bring about change.[1][3]

"Cultural movement" requires a radical rethink of the old rules of marketing.

  • Instead of being about “the individual” it is about the group
  • Instead of being about persuading people to believe something, it is about understanding & tapping into what they already believe
  • Instead of being about selling, it is about sharing
  • Perhaps most radical of all, it requires advertisers to stop talking about themselves – and to join in a conversation that is about anything and everything but the product

StrawberryFrog defines the cultural movement model as having five phases:[citation needed]

  1. Strategy
  2. Declaration
  3. Provocation
  4. Go MASSive
  5. Sustainability

References

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  1. ^ a b Apelbaum, Suzana (16 September 2010). "Movement Marketing: Eat, Pray, Love". Point-of-view. MediaDailyNews. Archived from the original on 17 September 2010. Retrieved 4 November 2023.[better source needed]
  2. ^ Mahoney, L. Meghan; Tang, Tang (2024). Strategic social media: from marketing to social change (2nd ed.). Hoboken, NJ: Wiley-Blackwell. ISBN 978-1-119-89038-6. OCLC 1428039969.
  3. ^ Goodson, Scott (20 August 2008). "Cultural Movements Usurp Traditional Marketing". Community. Adweek. Archived from the original on 20 August 2008. Retrieved 4 November 2023.