The liqueur brand Kahlúa recently announced the debut of a new campaign -- Zero Likes Given -- that features Instagram posts that received zero likes. The campaign features actress Jackie Cruz and it highlights the fact that Millenials are overly focused on social media and the virtual world. The Kahlúa team created the #BottomNine website which is a tool to allow people to see their nine least like images on Instagram.
Cruz stated the point of the campaign was to encourage people "to take likes, and themselves less seriously. With the intensity of social media nowadays, it’s a refreshing reminder to live in the moment and to have some fun." The Zero Likes Given campaign notes that 90% of Millenials surveyed stated that it's important to "live in the moment," but ironically, over half noted that they've missed key moments in an attempt to capture it on social media.
The Zero Likes Given art installation will be held July 25-28 at 198 Allen St. on the Lower East Side of Manhattan.
Branded Zero Likes Campaigns
Kahlúa's 'Zero Likes Given' Campaign is an Exhibit of Unliked Posts
Trend Themes
1. Social Media Detox - Brands can capitalize on the widespread desire to disconnect from social media by promoting experiences that promote living in the moment.
2. Humor Marketing - Brands can use humor to connect with consumers and create more memorable, shareable campaigns in the oversaturated digital space.
3. Authenticity Marketing - Marketing campaigns that encourage consumers to be true to themselves and embrace imperfections may resonate with Millennial and Gen Z audiences who value authenticity.
Industry Implications
1. Alcohol - Alcohol brands can create campaigns that address social media addiction and encourage more mindful consumption to appeal to younger consumers.
2. Marketing/advertising - Marketing and advertising agencies can help brands develop campaigns that use unconventional tactics, such as promoting images with zero likes, to stand out in a crowded marketplace.
3. Art/experiential - Art and experiential marketing agencies can collaborate with brands to create interactive installations and pop-ups that encourage people to disconnect from social media and engage with the physical world.