Gorton’s Seafood give me some Sparks to Be a Marketer

Recently, one of my best friends asked whether I wanted to start up a cross-border e-commerce business with her. She can act as a middleman to find commodity sources in China, and then hope to promote them in the US market. And I can work as a stable IP address to put the recorded promotional video on Tiktok or Instagram, drawing consumers’ attention to selling products that come from China.

However, I didn’t give a specific answer to her. But recently I can’t help thinking that if I have a chance to do it, what should I do working as a marketer to promote the products utilizing a powerful social platform?

News from Gorton’s Seafood gave me a spark of inspiration.

This movement was Gorton’s Seafood — the 170-year-old brand first looking to strike a connection with Gen Z and millennials. Ahead of the latest campaign, the brand launched a strategic plan to grow its social followers base, amassing more than 65,000 followers on TikTok. Today, it has around 90,000 followers.

What has Gorton’s Seafood done?

Brief:

1.Gorton’s Seafood released its new product line — Gorton’s Air Fried, with a multi-channel influencer marketing campaign centered on TikTok.

2.A series of influencers shared a video on a social platform promoting products. New content will span multiple platforms including Instagram Reels. It also launches a creator team to make exclusive content for TikTok.

3.Gorton’s will launch an augmented reality filter . Off social media, the brand will run and spot on digital and connected TV channels.

Gorton’s assembled a group of influencers, including Chef Ced and Alyssa in the Kitchen, posting a teaser video featuring the brand’s iconic yellow slicker coat. On launch day, many of the influencers incorporated the products into recipes, emphasizing the products were already, and the only left step is putting it into the oven.

Over a month, more content is ready to drop, such as using an AR filter that enables users to try new products by catching them in their mouth, providing a virtual experience.

Furthermore, the brand is also ramping up its social media efforts, creating its own creator team, called Gorton’s Creator Team. The eight-person team is devoted to creating exclusive content for the TikTok page, not sharing it anywhere else.

What inspiration did I get?

1. Make full of research on the Target Audience.

This is the first movement for Gorton’s to approach Gen Z and millennials. They must have extensive research about the habits of the target audience. For example, they decided to invest in ads on TikTok and Instagram, as these platforms are the most used and active by users. There is a large amount of audience base, so a greater possibility of being seen by new customers.

As a future marketer, the prerequisite of promoting a campaign or product is to make full research on the target audience, to get to know more about their psychology, behavior, and attitudes, and to know more about what they really need and want.

2. Creative content and the Right time

From the perspective of content, Gorton’s did quite creatively promoting content to draw attention from the audience. First, they made trailers full of mystery to gain people’s curiosity. And when people’s interest is piqued, they published the answer at the right time. Constantly arouse their curiosity, and continue to satisfy.

3. Exclusive promoting platform

A single publicity platform is undoubtedly a very novel way. Only Tiktok platform users can watch it, which gives a certain sense of specialness. This is a very small step, but making customers feel that they are different from others. The questionable part is whether it is possible to produce different content according to the characteristics of different platforms, instead of promoting only for one platform.

Conclusion

Promoting a product or advancing a campaign is very complex, and you not only need to invest money, and time into it, but also need to consider creating appropriate content and time moment to put it further, hiring professionals, or choosing the right platform. So as a marketer, we need do a comprehensive and thorough consideration before moving.