Do’s and Don’ts for Notting Hill Carnival Campaigns
We’re in the thick of the vibrant energy of Notting Hill Carnival szn- and brands have had a unique opportunity to roll out creative social media campaigns and tap into culture. Navigating campaigns requires a balance of authenticity, cultural sensitivity, and creativity. Here’s our guide of Do’s and Don’ts for Notting Hill Carnival campaigns…
Do: Embrace Authenticity
Create content that reflects the true spirit of carnival, showcasing real people, diverse cultures, and authentic celebrations. Collaborate with local artists, performers, and influencers who have a genuine connection to carnival culture. This not only increases engagement but also provides you with a wealth of authentic content to reshare. Consider running a contest for the best carnival-themed photos or videos - leverage that user-generated content and tap into the community of carnival!
@ukjamii, a platform spotlighting Black Owned businesses and brands across the UK, hosted a carnival social media campaign by getting participants to take a photo with their billboard which is situated on the carnival route.
Do: Know The History
Carnival is a celebration of Caribbean culture- and was started as a protest in response to racial violence against Caribbean communities living in Notting Hill and Nottingham in the 1950’s. Ensure your campaign keeps these origins in mind, and remains culturally sensitive.
Including Caribbean islands, different body types, and cultural expressions across carnival is a great place to start. This not only reflects the essence of carnival but also aligns with Gen Z's expectations for inclusive marketing.
Black Lives Matter UK @blmuk created an Instagram carousel to educate people on the origin of carnival.
Do: Support Local Communities
Carnival is a grassroots gathering - originally organised by Claudia Jones from Trindad. Tap in authentically by highlighting the vendors, sound-systems, community and floats that make carnival possible. This also demonstrates social responsibility, which is crucial when marketing to Gen Z consumers.
@deya.world shared a carousel of archival photos from Notting Hill Carnival taken across the 80’s and 90’s
Don't: Cultural Appropriation
Be extremely cautious about using cultural elements without proper understanding or context. Consult with cultural experts to ensure your campaign respects and celebrates carnival traditions rather than appropriating them. Carnival is a complex, multifaceted celebration. Avoid reducing it to stereotypical images or clichés. Present a nuanced, respectful portrayal of carnival culture that goes beyond surface-level representations.
Avoid using abbreviations like ‘carni’, instead use the correct term Carnival. You see brands that use the correct terminology? Very Demure.
Don’t: Overshadow The Event
Remember that carnival is about community and culture, not your brand. Avoid overly promotional content that detracts from the spirit of the celebration. Instead, focus on how your brand can enhance the carnival experience for participants.
Influencers Indiyah & Dami collaborated with @gymshark on NHC merch. However, this campaign received backlash as many believe it defeats the purpose of Notting Hill Carnival - which is all about celebrating Caribbean culture.
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