"The meme theory was first developed by British evolutionary biologist Richard Dawkins in his 1976 book 'The Selfish Gene'. Adapted from the Greek word mimieme, meme was used as a noun to describe a viral idea and cultural phenomena. Fast forward to the present day and the term conjures up a slightly different image, but it lives on as grumpy cats, salt baes and kombucha girls."
""Rarely is a standard feed ad perceived as 'content' by a user, it is simply an ad," Simon Friend, client lead at the7stars, tells me. "Memes on the other hand, if done correctly, are seen as content first and advertising second." High fashion brands such as Gucci have been capitalizing on meme marketing in recent years. For a brand steeped in prestige and tradition, this has proven an effective way to engage on its social channels."
The meme concept originated with British biologist Richard Dawkins in 1976, adapted from the Greek mimieme to describe viral ideas and cultural phenomena. Modern memes manifest as viral images and characters like grumpy cats and salt bae. Sharing memes provides a playful communication channel that often outperforms wordy ads in shareability and awareness. Memes are perceived as content first and advertising second when executed properly, enabling brands like Gucci to engage audiences despite traditional prestige. Creative relevance and delivering value to online communities are essential. Examples include Reddit's unconventional Super Bowl spot and internal meme-study sessions aimed at understanding viral content.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]