Remember Aldi's #FreeCuthbert movement in 2021? It's a masterclass in using reactive marketing to create a viral campaign. Reactive marketing capitalizes on real-time events, trends, and cultural moments for brand visibility. For startups, it's a game-changer since it levels out the playing field, allowing you to compete with big brands without spending a fortune. As the 2024 Olympics drew to a close, let's dive into what we can learn about the art of reactive marketing from one of the world's largest sporting events.

#1 Timing is everything

In the world of reactive marketing, being fashionably late isn't an option. It’s about being smart, quick, and creative at the right time to catch your audience's attention.

The Olympics are a treasure trove of moments that can ignite conversations—whether it’s a surprise victory, a touching story, or a controversial call. Jump in fast and flip the narrative to your advantage. Your ability to tie current events back to your product in a fresh way will impress your users. 

Take The Oscars, for example. The Academy Awards quickly uploads GIFs of key moments of the Oscars as they happen. This makes their content quickly go viral, driving interest in the event. For startups, the lesson is clear: timing positions you as a leader in the know. 

#2 Creativity wins attention

The Olympics are crowded with brands vying for eyeballs and clicks. To stand out, fire up your creative engine. Whether a clever tweet or a humorous video, creative content is what cuts through the noise and sticks with your audience.

Mercedes Benz managed to do just this, with its Olympic campaign featuring Simone Biles. The post got praised for cleverly aligning Biles mid-gymnastic pose with the Mercedes Benz logo. The striking visual sparked widespread interest, not just for its design but also for the mystery around its origins—whether it’s an official ad or impressive fan art. The timing couldn’t be better, coinciding with Biles’ historic 10th Olympic medal, cementing her legacy as one of the sport’s greatest.

#3 Social makes content go viral 

In the social media Olympics, content that sparks engagement takes home gold. The Olympics generate massive social media buzz, making it the perfect playground for reactive marketing. Design campaigns that invite user participation to amplify your reach. Whether it's a hashtag, challenge, or quiz, creating content that's easy to engage with taps into the viral nature of social platforms.

Keep your eyes peeled on TikTok to see what’s trending, and don't just watch from the sidelines. Jump in with insights, tips, and memes that tie back to your product. Remember, the goal is to make your audience feel like participants, not just spectators. Need inspiration? Learn from Norweigan swimmer Henrik Christiansen aka ‘the muffin man’.

#4 Always stay on brand

The excitement of events like the Olympics can tempt brands to stretch their messaging, but the most successful campaigns are those that stay true to their core identity. Audiences can spot inauthenticity from a mile away, and nothing turns them off faster than a brand chasing trends without a clear connection to its mission. Be clever and engaging, but stay in line with your brand's personality. 

EGO Official, for example, failed miserably at this year’s games. In an attempt to be fun, they shared a series of memes using female athletes with taglines like 'when he finally views your story' or 'when he texts you back'. The backlash was swift with the company quickly being criticized for having missed an opportunity to celebrate these women’s successes. Reducing them down to memes about getting the attention of men didn’t land well with their young female audience. 

#5 Come prepared 

Here's a plot twist: reactive marketing requires careful planning to execute successfully. It's like an Olympic gymnast—you need to practice your routines endlessly to nail that perfect flip when it counts.

Develop a content calendar with placeholders for major sporting events or pop culture moments. Create marketing assets and templates that can be quickly customized. Take advantage of news monitoring systems like Google Alerts, Arcane's News Tracker, and Social Media listening tools to stay on top of what’s happening. Being prepared means you're ready to seize opportunities as soon as they appear. And when the perfect moment comes, we’re here to help you speed up the content process. Our apps automate content creation, making it possible to turn insights into LinkedIn posts in minutes.

Reactive marketing, when done right, can be incredibly impactful. For startups, it can help you stand out in a crowded market, and showcase your brand as attentive, quick-thinking, and tuned in with your audience's interests.

If you're still on the fence, just remember that the #FreeCuthbert campaign reached over 35 million people, earning Aldi over £5m worth of media spend without costing them a penny. So keep your eyes peeled on the news feed and your creative engines revved up. This is a race you don’t want to miss.