The internet is a constantly evolving environment, but there is one thing that has remained constant since practically its inception: memes. Increasingly, we see these cultural elements being incorporated into advertising campaigns, reflecting brands’ ability to adapt and connect with their target audience in fun ways.
A Brief History of Memes
Memes, as we know them today, have their roots in the 2000s, with so-called "rage comics", short comic strips, typically consisting of four panels, that told stories the public could easily relate to. These short stories were the precursors to modern memes, introducing humorous concepts that spread rapidly across the internet. We’ve included an example below.
At the same time, a more general format began to emerge, characterized by simple images accompanied by text in the "Impact" font, where the joke was often understood from the context. These memes became a language of their own on the internet, allowing people to share their experiences and emotions in a simple and effective way.
We’re certainly bringing back some memories, let’s keep going!
Memes in Advertising
Over time, brands have realized the potential of memes as a way to connect with their audience in an authentic and entertaining way. The format of memes has evolved, and we now see a growing trend of brands adopting similar strategies in their content. Memes have become more versatile, with a Twitter-like format that makes it easier to share specific situations, including
scenes from popular movies and TV shows. Brands such as Ryanair, Superbock, and Sushico are among those that have adopted this style in their posts, often using the same popular internet templates to convey their message effectively.
Recently, we have witnessed a further evolution in the form of short videos using templates, taking advantage of momentary meme trends on platforms such as TikTok. These campaigns aim to capitalize on the popularity of these trends to increase organic engagement with the target audience.
When the Campaign Becomes the Meme
An interesting trend that has emerged recently is the transformation of advertising campaigns into viral memes of their own. A notable example is one of IKEA’s most recent campaigns, which rose to prominence due to its wordplay involving Madeira.
A particularly memorable moment occurred when billboards for the campaign made a "subtle reference" to a recent political event.
The campaign became so popular that it was reimagined by users themselves in a series of memes shared on social media.
This type of interaction between advertising and popular culture demonstrates how brands can take advantage of current events and trends to increase their visibility and relevance on the internet. The use of
memes in advertising is a powerful strategy for brands to reach and engage with their audience in a creative and authentic way. From the early days of rage comics to viral TikTok videos, memes continue to evolve and influence the way brands communicate with their customers. If your brand hasn’t yet tapped into the potential of memes in its advertising campaigns, now could be the perfect time to start. By adopting
a simple, organic approach, you can create genuine connections with your audience and increase your brand awareness in a way that truly resonates with modern consumers.
If you need help, you know who to talk to!
