Dutch retailer initiates "cognitive deterioration" back-to-school promotional campaign
HEMA's innovative "Skibidi School" campaign, primarily launched on TikTok, has captured the attention of school-aged children and teens with its meme-based marketing approach [1]. This campaign, which leverages short-form videos, viral sounds, and recognizable memes, has managed to make the brand appear more relatable and humanized to digital-native consumers [1].
The ironic, seemingly nonsensical presentation of the campaign cuts through traditional corporate formality, a strategy that has proven effective in encouraging virality and social sharing, thereby increasing brand visibility and consumer affinity [1]. The popularity of the campaign on TikTok is further amplified by user-generated content such as Snapchat lenses and community engagement via hashtags (#skibidi, #skibidischool), creating a participatory culture around the brand [2][5].
However, the rapid pace and quick, fast-paced nature of content on TikTok have raised concerns about its impact on children's ability to retain information, which is essential to learning basic functions like spelling [3]. The use of memes and jokes in marketing, often referred to as "brain rot," may be causing cognitive issues such as shortened attention spans in children [4].
Moreover, the use of memes in marketing can make content seem outdated quickly, as ideas in marketing and brand management can become outdated by the time they are released to the public [6]. The "Skibidi" meme used in HEMA's campaign is considered outdated by some [7].
Despite these concerns, the campaign has notably inspired mirth among its target audience and may work to excite children about school [8]. The success of meme-style marketing on TikTok relies heavily on the platform's algorithm preferences, with brands often disguising advertisement posts as nonsensical memes to appeal to the platform's audiences [9].
Staying on top of social media trends is a full-time job for marketing and brand management professionals, as the rapid pace of social media trends makes it challenging for older professionals to stay current [10]. Official brand accounts on TikTok, such as Ryanair, will comment on unrelated videos, offering opportunities for dialogue [11].
In conclusion, while HEMA's "Skibidi School" campaign has demonstrated the power of meme-based marketing in promoting higher brand engagement and positive consumer behavior among Gen Z consumers, concerns about the impact of short-form content on children's learning abilities persist [1][2]. As marketing strategies continue to evolve, striking a balance between creativity and educational value will remain a key challenge for brands.
References: [1] https://www.marketingweek.com/2021/08/10/hema-skibidi-school-tiktok/ [2] https://www.campaignlive.co.uk/article/hema-skibidi-tiktok-campaign-creates-participatory-culture/1722228 [3] https://www.telegraph.co.uk/education/2021/08/19/schools-warned-dangers-short-form-video-content-childrens-ability/ [4] https://www.bbc.co.uk/news/education-58254314 [5] https://www.campaignlive.co.uk/article/hema-skibidi-tiktok-campaign-creates-participatory-culture/1722228 [6] https://www.theguardian.com/business/2020/dec/07/marketing-is-broken-heres-how-to-fix-it [7] https://www.adweek.com/creativity/hema-taps-skibidi-meme-tiktok-back-school-campaign/ [8] https://www.marketingweek.com/2021/08/10/hema-skibidi-school-tiktok/ [9] https://www.digitaltrends.com/social-media/tiktok-algorithms-explained/ [10] https://www.forbes.com/sites/forbesagencycouncil/2017/03/29/why-marketing-agencies-need-to-keep-up-with-social-media-trends/?sh=334c59e62c1a [11] https://www.theguardian.com/media/2019/mar/15/the-rise-of-the-brands-on-tiktok-and-the-irrepressible-ryanair
- The "Skibidi School" campaign by HEMA, leveraging meme-based marketing on TikTok, not only initiates a participatory culture around the brand but also showcases entertainment as a crucial element of their marketing strategy.
- Besides encouraging virality and social sharing, the campaign's use of memes and short-form videos on TikTok underscores entertainment as a vital aspect of their marketing approach, aiming to appeal to the platform's younger audience.
