Published on 22 January, the post by Dolly Parton, the famous American country singer, captioned “Get you a woman who can do it all”, not only shows nearly 1.1 million likes but also became the starting point of the #DollyPartonChallenge, taken up notably on Instagram, Facebook & Twitter.
A simple mechanic around the facets of a personality. The mechanic is simple: take Dolly Parton’s composition and the 4 faces or personalities that everyone holds within, which can be adapted in one’s profile picture depending on whether you are on LinkedIn (professional life), Facebook (family life), Instagram (friendly life and more) or Tinder (romantic life or more).
Virality accelerated by US celebrities. More than 600K posts around this challenge were already listed on Instagram in just 4 days. The mechanic was notably popularised by celebrities and influencers who applied it themselves, such as Ellen DeGeneres, Will Smith, Miley Cyrus and Kerry Washington. They thus triggered enthusiasm among internet users, but also among brands.
Brands jump on the trend… and so do museums! Beyond all the often funny individual uses, which we will let you enjoy, we spotted several very inspired uses by brands or museums. What is interesting to see each time is the engagement volume, generally boosted by taking up the mechanic. Adopting and integrating this mechanic, which does not necessarily require specific content creation, makes it possible to gain engagement on your posts and create recency with your organic audiences.
Netflix US chose to highlight its series Stranger Things and to play on one of the axes of the latest season and the Demogorgon.
More provocative, SUBWAY India plays on the very formal, dressed-up side of the LinkedIn photo and the very suggestive version on Tinder.
Oasis stays true to its codes by adapting the trend to its own language and characters.
Undiz, in line with its young commercial target, avoids the suggestive side of Tinder, to talk more about its target generation and entertainment on TikTok.
Arsenal also has fun with the trend by putting forward its star Aubameyang. It is interesting to see that by reusing content in this meme, the brand managed to increase its usual engagement rate on image posts by around 50%. A simple practice that allows it to reconnect with its fan base.
A trend also taken up by international museums; here is a small selection of our favourites. In each case, success is there. The placement of artworks in these memes generated, for example in the case of the Met, nearly 9 times more engagement than previous posts.
Same at the Leopold Museum, where Schiele was put forward through a few of his famous self-portraits. Again, taking up the meme translated into engagement 8 to 9 times higher than the account’s average image posts.
And if you want to go further (notably in India), we really liked this article by Social Media Samosa gathering takes on the challenge by Indian brands.
Going further. See also tigrz’s Content & Influence expertise.
On the same topic: « [Special report] How to make influence and performance go hand in hand? » and « TikTok: 2020 trends and case study with Sephora and TF1 ».
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