Buzz Marketing: check out some cases and understand everything about this strategy

Have you ever thought about the success your brand could have if it were “on people’s lips”? Really, getting your audience to embrace a cause, a product, an idea or what your company promotes can change your relationship with marketing.

After all, a marketing strategy is a tool that aims to achieve results like this, that is, to make your company recognized among competitors. But, there are important points to note that can take brand recognition to the next level.

Buzz Marketing, for example, is one of the strategies in which we find support to achieve results like this, making your brand one of the most talked about at the moment. However, to do this, it is necessary to carefully study the main points of this type of campaign.

generate buzz, Ou seja, something that creates stimulation and excitement, it is a complicated task, but not impossible. Therefore, in this article, you will learn everything about Buzz Marketing and the best ways to start applying this strategy in a company. Check out!

What is Buzz Marketing?

In fact, it is impossible to start this article without explaining what a Buzz Marketing strategy is. After all, it is not yet very widespread and ends up losing space to more common techniques on the market, such as Inbound Marketing. But, that doesn't mean it doesn't have its value.

Buzz Marketing's main objective is to generate buzz about a specific brand or product. You've probably heard about one of the biggest news in the world of makeup, even though you haven't consumed content on the subject. Carmed Fini, the brand's lip moisturizer, has taken over the internet in recent months due to details such as its scarcity on the market. This is a very recent example of Buzz Marketing that got the public talking endlessly about the product.

Why generate buzz?

As we saw previously, “buzz” is precisely the fact of generating comments about a certain item, creating agitation and mainly buzz. This way, your target audience becomes your biggest marketing tool. digital marketing industry for a product from your company. But you have to be careful, because it’s not about the famous expression “speak badly or speak well, but speak about me”. You need consumers to talk, comment and maintain a discussion about your product or an action taken by your company.

Creativity and market vision are essential to generate buzz, and that's because a simple commercial may not stand out if you don't know how to do it. In other words, you need to show something interesting in an equally interesting way, to capture the audience's attention and generate conversations from it.

Buzz marketing and segmentation

Another important point in Buzz Marketing strategies is audience segmentation. Knowing the recipient of your message is essential to knowing how to reach them efficiently.

Furthermore, ensuring that your campaign matches a persona is the best way to increase the chances that your product will become a topic, regardless of the scenario. However, it is important to remember that the internet plays a fundamental role in this process.

Buzz Marketing's main triggers

You can already see that there are many points to be analyzed when implementing a Buzz Marketing strategy. After all, making something become a topic on the internet is almost a science! In fact, one of the main scholars in the area is Mark Hughes, an advertiser who explored Buzz Marketing techniques.

He was the one who conceptualized the idea that there are six triggers that guide this strategy, that is, essential aspects to achieve success with campaigns of this type. Check out!

• the taboo;
• the unusual;
• the extraordinary;
• the shocking;
• the hilarious;
• the secret.

The Taboo

This concept refers to something that is considered socially unacceptable or prohibited. It is not something outside the law, but rather controversial subjects. By incorporating taboo elements into a Buzz Marketing campaign, professionals can draw the public's attention, as these elements provoke strong emotional reactions and discussions.

The Unusual

The unusual, naturally, relates to unusual subjects, which attract attention due to their rarity or originality. Incorporating unusual elements into a marketing campaign helps your product or service stand out in a saturated market.

the extraordinary

This concept involves something that is exceptional, remarkable or surprising. By creating something extraordinary, marketers can spark audience interest and encourage sharing, since people tend to share experiences that surprise them.

The Shocker

The idea of ​​shock involves presenting something that goes beyond expectations or breaks standards. In this way, it can be a provocative or controversial approach that attracts people's attention and encourages them to discuss the subject.

The Hilarious

Humor is a powerful tool in marketing. Incorporating hilarious elements into a campaign can create a positive emotional connection with the audience and encourage sharing, as people enjoy spreading funny content.

The secret

The idea of ​​a secret suggests something exclusive, hidden, or unknown. People have a natural tendency to want to know more about secrets or insider information. By using the element of secrecy, marketers can spark curiosity and engagement.

What is the difference between Buzz Marketing and Viral Marketing?

It is not uncommon for many to confuse Buzz Marketing and Viral Marketing. After all, they are two marketing strategies that share some similarities, but also have important differences in terms of approach and reach. Let's explore these differences:

Buzz Marketing

Buzz Marketing, as we have seen, is also known as word of mouth marketing. It is a strategy that aims to create a “buzz” around a product, service or brand, generating spontaneous discussions and interest among consumers. The central idea is to create an environment in which people feel compelled to talk about the product or service, sharing their experiences with friends, family, colleagues, etc.

Among its main features are:

• Emphasizes generating discussions and conversations among consumers;
• It may involve emotional elements, such as shock, humor or taboos, to attract attention and encourage conversations;
• It does not necessarily depend on the internet or social networks, as it can be driven by events, personal experiences or traditional advertising;
• It may be more focused on specific audiences and not necessarily reach a large number of people.

Viral Marketing

Already Viral Marketing is a strategy that aims to create captivating and engaging content, such as videos, images or stories, that are designed to spread quickly from person to person, mainly through the internet and social networks. The idea is that the content is so interesting or fun that people want to share it with their contacts, resulting in an exponential increase in visibility and reach.

Among the main characteristics of this strategy, we have:

• Focuses on creating highly shareable and contagious content;
• Reliance on technology and online connectivity to enable rapid dissemination of content;
• The goal is to reach a large number of people through mass sharing;
• The message or content must be easily understandable and memorable so that people want to share it;
• Speed ​​of propagation is a key characteristic, as content must spread quickly to be considered viral.

6 success stories and examples of the application of Buzz Marketing

Dove – Campaign for Real Beauty

Dove’s “For Real Beauty” campaign focused on promoting self-esteem and acceptance of one’s appearance. The campaign created buzz by challenging traditional beauty stereotypes and encouraged people to share their stories and opinions on social media.

Burger King – It’s my money

The “The money is mine” campaign, launched by Burger King in 2023, aimed to promote the return of the “Double King” promotion. The campaign starred actress Larissa Manoela, who played with the controversy that involved her parents, who tried to control their spending. In the commercial, Larissa appears saying that “everyone is only talking about this now”, in reference to the case.

VW – Generations 70 years

The “VW Brasil 70: The new came again” campaign, launched by Volkswagen do Brasil in 2023, used the image of singer Elis Regina to promote the launch of the ID. Buzz, an electric car inspired by the Kombi.

The campaign's main video shows Elis Regina driving a Kombi while singing the song “Como Nosso Pais”, by Belchior.

Red Bull Stratos

Red Bull sponsored the Stratos mission, in which Felix Baumgartner performed a stratospheric jump. The event was broadcast live on the internet and generated a lot of buzz, capturing the public's attention and promoting the Red Bull brand as associated with extreme events.

Airbnb – “Is Mankind?”

Airbnb's campaign, titled “Is Mankind?”, explored the idea of ​​hospitality and how different people around the world can be hospitable in unique ways. The campaign used emotional stories to create buzz and promote the company's accommodation rental service.

Oreo – “Dunk in the Dark”

During a Super Bowl blackout, Oreo released a quick tweet with the message “You can still dive in the dark,” accompanied by an image of an Oreo on a dark background. This tweet went viral and exemplified how a quick response can generate buzz.

Now you know what Buzz Marketing is and the main applications of this strategy in practice. We hope you enjoyed the content, but we have much more for you!

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