How the Four Seasons Can Capitalize on Baby Buzz
Turns out, babies know luxury.
“Who wants to go to the Four Seasons Orlando?”
“Me!”
Sound familiar? If it doesn't, you've missed out on one of TikTok’s latest viral sensations. The video features an adorable baby eagerly responding to her mother's question about visiting the Four Seasons. The clip has sparked widespread amusement and curiosity across social media, with viewers marvelling at the baby’s remarkably coordinated and “conscious” response.
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From a marketing perspective, this viral moment is a goldmine. Why?
The Four Seasons Hotel has received a surge of unplanned and invaluable exposure. Curious people are now googling the hotel, sharing pictures, and expressing their newfound desire to experience the luxury it offers. This unintentional buzz is a dream come true for any marketing team, providing free publicity and skyrocketing impressions (I have prayed for the marketing gods to smile on me like this).
However, the real magic lies in leveraging this unexpected exposure effectively. As a brand marketer, it’s essential to stay vigilant and act swiftly. While the organic buzz is fantastic, there’s always room to amplify it further if the budget allows 😉.
Here’s how I would approach it if I were handling Four Seasons’ marketing strategy:
Engage with the Original Content: Start by commenting on and liking the viral video.
Reshare the Content (with permissions): Four Seasons' Instagram feed is highly curated and aesthetically pleasing, resharing the meme could disrupt the brand's visual harmony and cohesiveness. However, with approval from the original posters and legal team, resharing could occur on less curated platforms or through Stories where the aesthetic isn't as rigid. Other brands, like the NBA, NFL, and even Netflix, have capitalised on the trend and joined the conversation.
Create a Sponsored Experience: The most compelling strategy would be to sponsor the baby and her family’s stay at the Four Seasons. Documenting their trip with humorous clips of the baby “consciously” enjoying the hotel would create engaging content for social media. However, given the Four Season’s meticulous brand image, they would most likely opt for the family to post these vlog-like updates on their social channels, subtly covering their Four Seasons experience.
I anticipate the Four Seasons team is already exploring these avenues. Recent reports suggest that they are in discussions with the family, indicating a proactive approach to capitalizing on this viral moment.
In the world of marketing, staying nimble and responsive can turn an unexpected moment of virality into a long-term win. The Four Seasons Baby is a testament to the power of spontaneous content and the importance of strategic amplification.
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This was a great and insightful read. Thanks for sharing!💙