Finding the Right Pop Culture Marker

Pop culture refers to the most dominant trends and beliefs in a society. It is shaped by both the young and technology. Pop culture draws its influences from TV, radio, cinema and celebrities among other sources, and in recent times, social media, influencers and virtual communities have played their part in shaping pop culture. Taylor Swift in the US and Diljit Dosanjh in India have been around for some time, but they truly emerged as idols when they embraced social media and made direct connections with their audiences through their hyper-customised concerts.

All this makes the intersection between pop culture and marketing almost inevitable, given that marketing will latch onto everything that ‘trends’, to better relate to consumers. Marketing and pop culture have evolved a great deal in the last couple of decades, and today, pop culture is no longer restricted to celebrity endorsements and can be (and is) informed by everyone. Pakistan has always been a nation whose young people are opinionated, charged up and bold. Be it a political stance or a social cause, Pakistan’s youth will stand up and make their voice heard – the very reason why their voice matters the most.

Here are some pop culture markers that brands can adopt in their marketing content.

1. Celebrities: Pakistan has long been influenced by popular figures and celebrity endorsements and brands have used this as a way to relate to young people and influence their opinions. For example, Fahad Mustafa did not just revive the live TV show format; he reinvented it and made it hip. Jeeto Pakistan became the most highly rated show on TV, garnering him a huge following among young Pakistanis. In fact, Mustafa redefined what ‘cool’ was for a lot of people. Established brands like Lux have also relied on celebrities to establish their heritage and their credibility among young people. Lux has long used celebrities to communicate beauty standards and take audiences on an aspirational journey.

In Pakistan, celebrities include actors, musicians, sportspeople, influencers, restauranteurs and even politicians. The question, however, is whether brands are putting in enough effort to research to identify the right celebrity, the one who assimilates best with the brand’s purpose.

2. Social Community: In the age of social media, young people want to be heard and recognised. They feel safe when they belong to a space of like-minded people, especially a virtual space, and they look for the affirmation that comes from belonging to a community. Gone too are the days when people held back their opinions because they might offend someone or challenge a norm. Today, whether it is Pakistan’s gaming community or a women’s space, people express their passions freely and talk their hearts out about what matters to them. What comes out of these communities is even more interesting, as it can often translate into a powerful movement that shapes the opinions of society. The Aurat March started from a social community of like-minded women who wanted to talk not only about what they felt but act on it too. Marketers can benefit from the authenticity of the content arising from these communities to amplify their brand messaging – but only if their brand value and purpose match those of the communities they seek to influence. Furthermore, many brands have the power to create their own communities (we all know at least that one Apple enthusiast whose only goal in life is to see what Apple is doing next!). In fact, Apple is a classic example of how powerful a community can be in achieving brand success.

3. Memes: They are probably the most recent and most effective way of expressing complex emotions in a relatable way. Memes came into existence as part of pop culture and have become an integral part of how we now express ourselves authentically. Crumble Pakistan’s branding and advertising is one of the most recent and relatable example of how memes work in pop culture., In fact, Crumble were able to enter Pakistan’s already cluttered cookie market through relatable memes – and not just by promoting their delectable flavours, establishing themselves as cookie connoisseurs or flaunting their global connections. Crumble localised themselves using language and idioms that were relatable. A lot of brands can learn from Crumble Pakistan.

4. Collabs: We are now in an age where the industry boundaries are blurring; hence the significance of collabs. Some collabs are so powerful they even shape opinions. Take Anwar Maqsood’s play Aangan Terha – it didn’t just attract affluent young people, it actually landed some solid messaging that society was only willing to hear through satire.

Collabs are about leveraging complementary brands and creating consumer experiences. Branded collabs enable multiple brands to tap into multiple audiences and find common areas of interest. Interesting collabs include Nike and Ben & Jerry’s, Fenty Beauty and Heinz Ketchup and Fortnite partnering with Travis Scott for an in game interactive concert. The possibilities here are endless.

Pop culture is deeply rooted in our value system and beliefs, and although macro-trends play their part in influencing it, the impact starts from within. Although associating with pop culture can be an impactful way for brands to relate to their target audience, it is not free from risks. Pop culture is in an ever-evolving state of flux in terms of its references, and brands must therefore be always prepared to embrace change and instil changing philosophies in their brand purpose. Pop culture demands a conscious choice to stay relevant and consistent in the most relatable way possible.

Sarah Siddiqui heads the innovation and portfolio strategy at Unilever, USA.