Movement marketing, or cultural movement marketing, is a marketing model that begins with an idea on the rise in culture. StrawberryFrog, the world's first Cultural Movement agency, invented the movement marketing model in 1999 working for such brands as Smart Car and IKEA.
Contents
“Movements” as a new brand building marketing model begins with an idea on the rise in culture rather than the product itself. Scott Goodson, the founder of StrawberryFrog has written that brands can "identify, crystallize, curate and sponsor movements, accelerating their rise."
Definition
Cultural movements is a marketing model that builds brands by identifying, sparking, organizing, leading and/or aligning with an idea on the rise in culture and building a multiplatform communications around this idea so that passionate advocates can belong, rally, engage and bring about change.
Cultural movement" requires a radical rethink of the old rules of marketing.
StrawberryFrog defines the cultural movement model as having five phases:
- Strategy
- Declaration
- Provocation
- Go MASSive
- Sustainability
Examples
A pioneer in cultural movement marketing model is Apple. Large companies applying this model currently include Mahindra, PepsiCo, and Procter & Gamble.