🟨 Popeyes: A Meme Could Actually Change Your Life
From Popeyes meme to six figure dreams...
Hey there!
Every other Wednesday, I share a Marketing Campaign example to help you get fresh and actionable ideas to sell more and grow your business.
In 2013, Dieunerst Collin became internet famous when a customer filmed him standing in line at a Popeyes and shared the video online. It made him one of the internet’s most popular memes, known as “Popeyes Kid”.
A decade later, 18-year-old Collin helped his high school win a New Jersey state championship in football in 2021. Then he became a freshman on the football team at Lake Erie College in Painesville, Ohio.
“From Popeyes to state champion!” a Twitter user wrote in a post with a photo of Collin’s meme and of him holding the trophy he won with his school. The tweet was shared widely on social media and he went viral again.
On 8 January 2023, he shared a screenshot of the viral state champion tweet on Instagram, sending a message to Popeyes, “I just wanna talk business.” Other prominent social media users further amplified his appeal to Popeyes. On January 12, Popeyes responded and called him with a brand sponsorship offer.
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“From Memes to Dreams” is an example of an integrated marketing campaign. Collin became the face of Popeyes across its social media channels and a billboard which was erected near his hometown, New Jersey. He also had his own celebrity meal, the icing on the cake was a Super Bowl ad that featured Collin promoting the Side-Eye for Fries & Pies offer.
🍉 Action Points
Leverage viral moments - Collin's initial brush with fame was organic and unexpected. Identify viral moments related to your brand or product. Encourage user-generated content that has the potential to go viral and resonate with your target audience.
Strategic brand engagement - Collin's strategic move of reaching out to Popeyes for business opened up a major branding opportunity for both parties. Be open to collaboration and explore unconventional avenues for brand partnerships.
Craft a personal brand story - Collin's journey from a meme to a state champion adds a compelling narrative to his personal brand. People love stories, especially those of personal growth and success. Share authentic stories about individuals connected to your brand.
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