Bratz and The Power of Reactive Marketing
Few brands have mastered the art of reactive marketing quite like the @bratz Instagram account. This iconic doll brand has reinvented itself for the digital age, consistently delivering timely and on-brand content that resonates with their audience and keeps them at the forefront of pop culture conversations.
Staying on Trend AND on Brand
The Bratz account's ability to jump on celebrity trending topics and gossip while maintaining their distinct brand voice is nothing short of impressive. Their content strategy seamlessly blends current events with their signature sass and style, creating a unique and engaging social media presence.
The Sabrina Carpenter Moment
A prime example of Bratz's reactive marketing prowess was their quick response to Sabrina Carpenter's viral "feather dress" moment. Within hours of the event, the Bratz account had posted a doll recreation of Carpenter's look, complete with their signature oversized head and attitude. This swift action not only capitalized on the trending topic but also showcased the brand's relevance and ability to participate in current pop culture discussions.
Bratz have been on fire with their reactive marketing lately. They swiftly chimed in on Sabrina Carpenter viral music video ‘Taste’, which featured a cameo from Jenna Ortega. The video already has over 42 million views on youtube and only came out a week ago, and has become a prominent topic in pop culture.
Embracing the "Very Demure" Trend
When the "very demure" trend took social media by storm, Bratz was quick to join the conversation. They created a series of posts featuring their dolls in exaggerated, over-the-top outfits, playfully subverting the trend's meaning while staying true to their brand's bold and unapologetic style. This clever take on the trend not only entertained their followers but also reinforced the Bratz brand identity.
Emulating the original creator of the “Very Demure” trend, Jools Lebron, Bratz curated a timely and relevant campaign whilst keeping their signature style. Honestly, we’re kinda obsessed with the Bratz insta!
The Power of Reactive Marketing
The success of the Bratz Instagram account demonstrates the immense potential of reactive marketing. By consistently engaging with trending topics and creating timely, relevant content, Bratz has managed to:
Increase brand visibility - Their instagram account is now at a huge 2.1 million followers, they have managed to attract and keep a cult, loyal following.
Boost engagement rates - their Sabrina Carpenter and Jenna Ortega post generated over 880k likes alone - we’ve also personally seen it re-shared multiple times on LinkedIn and Instagram stories. Would love to get a peek at their analytics recently!
Attract a new generation of fans & maintain cultural relevance- Bratz has remained iconic across generations, and staying reactive in the digital age is keeping them relevant to Gen Z and Alpha audiences too. Honestly, give their social media team a raise!
Another incredible example of reactive marketing and staying connected to popular culture - when Doja Cat was spotted dating Joseph Quinn, Bratz recreated the paparazzi photos with dolls resembling them. Sooo smart!
Mastering Reactive Content
For marketers looking to emulate Bratz's success, here are some key strategies to implement:
Stay Informed: Keep a close eye on trending topics, celebrity news, and viral moments across all social media platforms. We also like to read blogs, newsletters and other news sources to keep in the loop too!
Act Quickly: The key to reactive marketing is speed. Develop a streamlined approval process that allows for rapid content creation and posting. If you’re a one person social media team, communicate with your clients about the need for content to (sometimes) be changed and executed quickly due to it being reactive. Setting clear communication will be key in getting the content out whilst it’s still relevant.
Maintain Brand Voice: While it's important to be timely, never sacrifice your brand's unique voice and style for the sake of a trend. Practice discernment when it comes to what trends to jump on - it’s okay to totally miss a trend if it’s not aligned with your brand - we’d actually recommend it!
Be Selective: Choose wisely and only engage with topics that make sense for your audience and brand identity.
Encourage Creativity: If you’re part of a team, foster a creative environment where your team feels empowered to brainstorm and execute innovative ideas quickly. If you’re working closely with clients, encourage them chime in with ideas too!
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