This blog discusses the link between a Magic Bean and trending content on social media… Yes, I am aware this sounds outrageous!
The book Tipping Point (Malcolm Gladwell) is a good place to start when thinking about influencers. Clark shoe shop were about to stop a brand of shoe being produced due to it not selling, until an unknown influencer (let’s call him John Smith) was seen wearing them. John Smith made them edgy, fashionable and a must have. Sales boomed. Clarks could never have predicted this change, they were about to discontinue – but then had to increase production. The same is true within advertising, no one is able to predict what is going to be a trending piece of content, so the only way to be prepared – is to be adaptable, quick on your toes and continue producing relevant content. By looking at different scales of this form of advertising/ marketing we can look at why a brand needs to interact with trends.
Carl (The Magic Bean), started life in a small tin (2 inches wide and 4 inches high). Carl didn’t fill anyone in the PPC team, including myself, with excitement or hope that he would even grow (as I’m sure a lot of content posted on social media also does). Yet, after 7 days of no movement – we had take off! Although on a smaller scale than trending content.. Carl has become an office phenomenon! It isn’t just his unpredictable growing patterns that are captivating.. but also his adaptability to his PPC environment (image below).