Dimensionalizing & Differentiating

Apr 28, 2023 | Brand Social Intelligence | 0 comments

Driven by their internally generated research (🤔) that dating profiles featuring mayonnaise  get 74% more matches and 16% more messages, Kraft Mayo has opened up their Instagram DMs to fans looking for a makeover for their pics or bios. So what? While the divisive condiment may not actually boost dating eligibility, the deeper truth at play here is that fanatics of something controversial have an instantaneous connection, perhaps even bordering on a taboo thrill. This allows the brand to forge closer connections to existing mayo lovers while earning some organic attention on the app scene.

[image: swipe right for mayo. caption: Kraft puts fans in the mayo-od for love]

Topgolf has a fairly cut-and-dry public image, but this week they branched into a (timely) Barbiecore aesthetic with golf influencer Claire Hogle, showcasing that the entertainment center isn’t just for the people you’d expect to 

be there. Additionally, the chain playfully dipped their toes into Earth Day content, poking fun at themselves as small fish in the sustainability space while highlighting that their opting to install astroturf is still “greener” than traditional golf courses.

Iconic Canadian coffeehouse/restaurant chain Tim Hortons was founded by hockey legend Tim Horton, giving the brand a foundation to play in the trading card space and partner with notable athletes like Olympian Penny Oleksiak. The chain also capitalizes on the notoriety of their Timbits® with a breakdown of the etiquette surrounding sharing the donut holes.
[image: collector with trading cards. caption: Tim Hortons hockey legends cards support the brand’s roots]
WebMD often uses their social platforms to answer common health questions, but they extend the conventional definition of health with (super)food hacks, the intellectual benefits of outdoor experiences, and individual recovery / sobriety stories.