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Do you know which brand was labeled “World’s Most Valuable Apparel Brand” in 2023 — and 8 consecutive years before that?
It was Nike! Its “Just Do It” campaign has encouraged people to push their limits and work hard since 1988, and continues to do so today.
This kind of campaign captures the essence of “Movement Marketing,” an approach that creates social or cultural change and becomes a part of people’s lives, rather than just advertising or promoting a product or service.
Scott Goodson, co-founder of purpose-driven creative agency StrawberryFrog, shares how the marketing and advertising agency:
- Shaped the world of marketing with Movement Marketing
- Helped global brands bridge the emotional gap with everyday consumers
Who Is Scott Goodson?
Apart from StrawberryFrog, Scott co-founded AI company Mach Won and product innovation company Inplural. His 35 years of experience includes leading global teams to build iconic brands such as Google, Blackberry, Emirates, Heineken, Northwell, PepsiCo, Truist, and Walmart. Over the years, Scott consulted for leaders of high-profile Fortune 500 companies and highly successful start-ups.
So, what is Movement Marketing? What about it that makes brands like Nike so memorable and profitable?
In short, Movement Marketing is one part digital ecosystem, one part creative ideas and content, one part community and advocates, and one part tracking mechanism.
But Scott, whose company invented the model in 1999, explains it best:
“StrawberryFrog’s Movement Marketing isn't your grandma's ad campaign. It's the big leagues. Forget shoving products down people's throats. That's so 2015. We're talking about riding the tsunami of cultural trends. It's about making your brand the North Star of something bigger," he says.
Think less ‘Buy our shit’ and more ‘Join our cult’ (the good kind, not the drink-the-Kool-Aid kind).”
Given that StrawberryFrog has delivered results for clients like Heineken, Emirates Airline, and Pampers, it’s no wonder they have the utmost confidence in their marketing model.
But how is it different from traditional marketing?
“Traditional marketing at best inspires people to buy something. Movement Marketing is about mobilizing consumers and galvanizing your employees. It is hosting the coolest party in town where everyone wants to be seen,” says Scott.
“The secret sauce? Emotion. Connection. Purpose. We're not selling widgets; we're selling belonging. We're not chasing customers; we're building a tribe.”
For example, StrawberryFrog crafted Heineken’s “Welcome to Champions Planet” movement, a global campaign for the brand’s UEFA Champions League sponsorship.
It launched with an interactive channel that allows fans to participate in the league with new experiences and entertainment.
”[It was] a global brand platform that worked in 150 markets. It's like we gave them a marketing Rosetta Stone — speak local, think global,” Scott shares.
Similarly, the agency’s “Hello Tomorrow” campaign for Emirates sought to bring people from across the globe together.
The campaign kicked off with a photographic study of people uniting and was shared in the world’s most prestigious publications. Thereafter, the 30-second film depicting the experience of flying Emirates’ “Hotel in the Sky” was released. The spot expertly introduced luxury to standard business class flights.
Then, the movement spread across the globe via Emirates’ website and Facebook, drawing crowds at international travel shows.
The idea was showcased at famous and respected sporting events, including soccer matches, rugby championships, and the U.S. Tennis Open.
So, what sets these marketing campaigns apart from the rest? Why do some campaigns create such lasting impressions across the world while others pass by unseen?
“Here's the deal: Movement Marketing isn't just solving problems; it's creating opportunities that your PowerPoint-pushing competitors can't even see. It's not about being in the game; it's about changing the game,” Scott says.
The Power of Emotional Connection
One big thing that elevates Movement Marketing as a strategy is that it creates deep emotional connections between brands and consumers.
“We're talking about forging connections so strong, your customers would tattoo your logo on their arm. That's differentiation you can't buy with a Super Bowl ad.
When you nail Movement Marketing, you don't just have buyers; you have believers. These zealots will fight your battles on Twitter, recruit their friends, and make your brand their identity. It's not a fan base; it's a movement,” Scott explains.
Heineken’s “Meet You There” campaign tapped into this idea by gently reminding customers to meet their friends in person.
The one-and-a-half-minute spot highlights the excitement of getting together for a barbecue and enjoying a Heineken while creating lasting moments.
“We went old school. Real world. Flesh and blood. We said, ‘Hey, remember when you used to see your friends' faces instead of their selfies?’
The concept was simple: Get off your ass, put down your phone, and ‘Meet You There.’ Where's there? Anywhere they serve Heineken, where you can meet up with your friends,” Scott explains.
The result was a 5.3% volume growth in the Premium Segment and a major upturn in brand awareness, sentiment, and sales. As such, Movement Marketing drives social change, he adds. Movements activate the purpose of a brand — the reason why the brand exists in the first place.
“Next time you're wondering how to make your brand matter, remember: Sometimes the most revolutionary thing you can do is remind people they're human,” Scott advises.
StrawberryFrog dominated in the field of Movement Marketing, garnering three Effie awards and the title of Ad Age Small Agency of the Year for Purpose for its work.
“So, next time someone tells you Movement Marketing is soft, you tell them to check the scoreboard. We're not just moving markets; we're taking them to the next level.”
However, while every business or brand can use a movement to mobilize customers and galvanize projects, not every brand deserves a movement, he adds.
“A brand can identify, crystallize, curate, or sponsor a mass movement. Once you have a cultural movement, you can do anything in a changing media environment. A cultural movement is when an idea on the rise inspires mass engagement by the culture.”
On the other hand, social movements can be tapped into to change society or culture with your big idea, Scott says.
This can spark mass engagement, opening the door for earned media (on top of paid media), and greater market penetration, conversion, and loyalty thanks to word-of-mouth.
Embracing Movement Marketing for Future Growth
Movement Marketing uniquely positions brands to connect with consumers on a deeper level. Prioritizing meaningful engagement through effective brand storytelling and aligning with causes that resonate will allow companies to foster communities of loyal advocates rather than mere customers.
He also emphasizes that while partnerships can be beneficial, it’s important to choose the right one:
“I'm not talking about slapping your logo next to another soulless corporation. Find the disruptors, the ones making your industry fly. That's your tribe.”
According to Scott, brands can leverage Movement Marketing to drive growth by:
- Finding the cultural current that’s about to become a tsunami: Tie a social movement to your brand so that people can’t think of the movement without thinking about you.
- Conducting cultural forensics: Forget about your SWOT analysis and conduct deep, data-driven dives and ask, “What’s keeping your customers up at night?”
- Aligning with your brand’s authentic voice: If your brand values read like they were written by a ChatGPT prompt, you're screwed. Revise them in a way that resonates with your audience.
- Fostering social media engagement: Engage, provoke, and show them that you too, are human — just like them.
- Keeping track of key metrics: Measure your behavior change, the market share you stole from competitors, and the real impact that's reshaping your industry.
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Scott also highlights that being sustainable is paramount to lasting success.
“This isn't a one-night stand; it's a long-term relationship. If your Movement can't outlast a TikTok trend, don't even start. I'm talking about initiatives that'll still be relevant in 10 years.”
It is clear that Movement Marketing redefines the relationship between brands and consumers, and sets a new standard for meaningful engagement.
“In a red ocean of sameness, Movement Marketing isn't just giving you a different colored boat. It's giving you a submarine. So, stop trying to out-feature or out-price your competitors.
Start a movement that makes them irrelevant. Because in this game, if you're not leading a revolution, you're just another corporate drone waiting to be disrupted,” Scott points out.
As brands navigate the ever-evolving marketing landscape, it’s important to remember that the principles of Movement Marketing — authenticity, relatability, community engagement, and sustainability — are crucial in cultivating lasting relationships with consumers.
Exploring how creative agencies implement these principles can provide deeper insights into building meaningful brand-consumer connections.
