The double gold victory of Filipino artistic gymnast Carlos “Caloy” Yulo at the Paris Olympics 2024 has ignited a national celebration across the Philippines. This achievement has not only inspired pride and joy among Filipinos but has also triggered a whirlwind of activity in the marketing world. Brands are racing to capitalize on this golden moment, leveraging a strategy known as “moments marketing.”

In the days following Yulo’s historic win, marketers have been working overtime to align their campaigns with the wave of excitement sweeping the country. Social media platforms are buzzing with posts celebrating Yulo’s achievements, while advertisements echo
his themes of dedication and excellence. Brands are keen to associate themselves with the athlete’s success story, recognizing the immense potential to tap into national pride.

Beyond Yulo’s victory, marketers and publicity officers are also keeping an eye on other Filipino Olympians who are still vying for medals. Whether they secure a podium finish or not, these athletes play a crucial role in moments marketing campaigns, as their participation in the Olympics brings pride to the country. This approach reflects a broader understanding of how moments marketing can amplify brand messaging by aligning it with the emotional pulse of the nation.

Understanding Moments Marketing

Moments marketing involves taking advantage of real-time events or trending topics to create marketing content that resonates with the public mood. The goal is to engage audiences by weaving a brand’s message into the fabric of the moment, thereby enhancing its relevance and appeal.

“This marketing communications strategy is about being part of the conversation that people are already having. It allows brands to make their message more compelling by connecting it with something that consumers care deeply about,” said Michael Dugenia, managing partner at Dugenia, Marayan and Associates Company (DM&A Co), a rising full-service marketing communications agency based in San Juan, Manila.

Advantages of Moments Marketing

The allure of moments marketing lies in its potential to deliver several key benefits for brands. By associating with current events, brands can ensure their messaging is timely and resonates with consumers. This alignment increases the likelihood of capturing consumer attention and building stronger brand loyalty.

For Dugenia, content that taps into trending topics tends to see higher engagement rates, as audiences are more inclined to share and interact with materials that feel timely and relevant. Aligning with popular events also allows brands to piggyback on the public’s interest, often leading to rapid reach and even viral success.

Challenges and Potential Downsides

However, moments marketing is not without its challenges and potential downsides. Alvin Marayan, partner and external relations director at DM&A Co., noted that jumping on trends without careful consideration can lead to messaging that feels forced or opportunistic,
potentially harming brand reputation.

“While moments marketing can yield immediate results, its effects are often temporary as the event or trend fades from public consciousness. Creating and distributing real-time content can also be resource-intensive, requiring quick decision-making and efficient production capabilities,” Marayan said.

Additionally, misjudging public sentiment or striking the wrong tone can result in negative reactions, damaging the brand’s image. With many brands attempting to capitalize on every trending topic, there is also a risk of oversaturation, where consumers become desensitized to these efforts.

Marayan also highlighted that Moments Marketing entails a great deal of authenticity. “Moments Marketing presents a unique opportunity to engage audiences authentically and immediately. However, brands must remain true to their core values and deliver messages that genuinely resonate with the moment. Yulo’s victory isn’t just a fleeting moment; it’s an opportunity to inspire and connect on a deeper level,” he said.

Dugenia could not agree more. He added that “the beauty of moments marketing lies in creating a shared experience between brands and consumers. At DM&A Co., we commit to always ‘Challenge the Usual’ in developing campaigns but, of course, we know that with this power comes responsibility. As marketers, we must approach this strategy with mindfulness and an understanding of our audience’s evolving sentiments. It’s about crafting messages that capture the moment and contribute positively to the larger narrative.”

As the Philippines continues to revel in Caloy Yulo’s achievements, brands have a unique opportunity to join the celebration and create meaningful connections that transcend the fleeting nature of trending topics. By harnessing moments marketing with thoughtfulness and creativity, brands can make lasting impressions that resonate long after the moment has passed.