Movement marketing

Movement marketing, or cultural movement marketing, is a marketing model that begins with an idea on the rise in culture. The Cultural Movement agency, StrawberryFrog, invented the movement marketing model in 1999 working for Smart Car and IKEA.^[1]

“Movements” as a new brand-building marketing model begins with an idea on the rise in culture rather than the product itself. ^[2]

Definition

Cultural movements is a marketing model that builds brands by identifying, sparking, organizing, leading and/or aligning with an idea on the rise in culture and building a multi-platform communications around this idea so the advocates can belong, rally, engage, and bring about change.^[1]^[3]

"Cultural movement" requires a radical rethink of the old rules of marketing.

Instead of being about “the individual” it is about the group
Instead of being about persuading people to believe something, it is about understanding & tapping into what they already believe
Instead of being about selling, it is about sharing
Perhaps most radical of all, it requires advertisers to stop talking about themselves – and to join in a conversation that is about anything and everything but the product

StrawberryFrog defines the cultural movement model as having five phases:^{[citation needed]}

Strategy
Declaration
Provocation
Go MASSive
Sustainability

References

^ ^a ^b Apelbaum, Suzana (16 September 2010). "Movement Marketing: Eat, Pray, Love". Point-of-view. MediaDailyNews. Archived from the original on 17 September 2010. Retrieved 4 November 2023.^{[better source needed]}
^ Mahoney, L. Meghan; Tang, Tang (2024). Strategic social media: from marketing to social change (2nd ed.). Hoboken, NJ: Wiley-Blackwell. ISBN 978-1-119-89038-6. OCLC 1428039969.
^ Goodson, Scott (20 August 2008). "Cultural Movements Usurp Traditional Marketing". Community. Adweek. Archived from the original on 20 August 2008. Retrieved 4 November 2023.

Apelbaum, Suzana (28 September 2010). "Movement Marketing in the Nude: Is it a game changer -- or just a fancy dress?". Community. AdWeek. Archived from the original on 1 October 2010.

[:0-1] Apelbaum, Suzana (16 September 2010). "Movement Marketing: Eat, Pray, Love". Point-of-view. MediaDailyNews. Archived from the original on 17 September 2010. Retrieved 4 November 2023.^{[better source needed]}

[2] Mahoney, L. Meghan; Tang, Tang (2024). Strategic social media: from marketing to social change (2nd ed.). Hoboken, NJ: Wiley-Blackwell. ISBN 978-1-119-89038-6. OCLC 1428039969.

[3] Goodson, Scott (20 August 2008). "Cultural Movements Usurp Traditional Marketing". Community. Adweek. Archived from the original on 20 August 2008. Retrieved 4 November 2023.

[1]

[2]

[3]