Reactive marketing is an unexpected but relevant and humorous campaign, ad, or social media post that responds to the latest events, shows, or news. It helps a brand engage with the audience, gain more impressions and recalls.
In this article, we’ll cover the difference between reactive and proactive marketing and review several examples.
Reactive Marketing vs Proactive Marketing
If you compare the features of these two types of marketing, you’ll understand the key difference quickly. Let’s now review each of them in more detail.
Reactive marketing refers to the posts, campaigns, or ads related to the latest events. These posts are humorous, engaging, and relevant. This is a great way to hook people and establish a positive image. The brand’s team can express the overall company’s opinion through reactive content, start a discussion with customers, and create buzz. As a result, a brand looks more interactive and close to people. It gains a wider reach and increases the customer base.
Proactive marketing refers to well-planned campaigns, ads, and social media posts. Brands take the issue seriously and prepare campaigns in advance for certain holidays and events. They are planned and expected. Companies release these posts and ads at a certain time.
To sum it up, a proactive marketing campaign needs specific preparations before the release, whereas a reactive marketing campaign is a spontaneous action that responds to the latest events or news.
To know when and how to develop an intriguing and humorous campaign, you should review some examples first. Let’s do it to grab some inspiration.
Examples of Reactive Marketing
Often, you can notice many examples of reactive marketing on social media. This is since we now have around 3.78 billion users of popular social networks who constantly scroll their feeds and explore different accounts.
Ben & Jerry's, the producer of delicious ice cream, focuses on a different perspective in its reactive marketing. The brand’s reactive content is more informative rather than humorous. The company doesn’t use political events as something entertaining or amusing. It tries to raise urgent issues, express an opinion on the latest news, support some facts and start a discussion among followers.
For example, in a post on Twitter, the brand shares its thoughts on climate justice. It informs, educates, and strives to make a positive impact.
Innocent is a perfect example of a funny reactive campaign. The brand used Instagram to make a relevant and humorous post timed to the Olympic Games Tokyo 2020. It aims to win the attention of followers and make them leave their comments about their alternative Olympic sports.. People like and share the post, and the company gets impressions.
These examples are amazing and different. So, we hope that after exploring the examples, you already have some ideas for your future engaging reactivation post or campaign.
Last Updated: 15.11.2021