Customers often react negatively when brands use playful nicknames in marketing, as seen in studies showing significantly lower engagement and click-through rates with nickname usage.
Research involving ads for brands like UPS and Target revealed a remarkable 42% decrease in click-through rates when nicknames such as 'Big Brown' and 'Tarzhay' were employed instead of formal names.
Analyzing tweets from brands that use nicknames, we discovered that formal names generated over double the likes and retweets compared to their nickname counterparts, indicating a strong preference for proper branding.
Our findings suggest that while managers may perceive nickname branding as a means to connect with consumers, it often leads to adverse reactions and diminished brand perceptions.
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