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
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]
- Strategy
- Declaration
- Provocation
- Go MASSive
- Sustainability
References
