Happy Dad’s Marketing Strategy
Just in case you forget, the competitor I choose is Happy Dad, a social media influencer brand that was launched by NELK back in June 2021 (The intro blog)
Now let’s talk about HappyDad’s Marketing Strategy:
As a social media group, NELK boys have natural advantages in marketing their merchandise and products.
First, they have multiple YouTube channels that accumulate millions of followers or in other words, target audiences. NELK essentially skipped market research, customer data analysis, or crazy advertising for its product. Its content is the most nature advertising for them. From May 22th 2022 to July 22th 2022, NELK’s video got over 15 million views. Every single video NELK put out had over 5 million views. And you guessed it, in every single video, group members from NELK are drinking Happy Dad. It’s their product and they embrace it to the point that it becomes their living essentials. The viewers see it every single time they click on a video. It is such a healthy and effortless way of building brand awareness. Not to mention that Happy Dad got its Instagram page that was dedicated to showcasing the love for the brand that was given by celebrities and fans. It is all great advertising strategies.
Second, NELK boys also have a podcast in which they invite celebrities and influencers to come on to the show to talk about their life and their successes. They even got Donald Trump to come to the show but unfortunately, the video was taken down by YouTube. In the podcast, they always have a Happy Dad cup facing right into the camera. No matter which camera they switched to, you always see their product and the podcasts are usually 1–2 hours long, they caught enough attention to get the audience to buy the product.
Third, NELK boys themselves are the natural celebrities for their brand. They have such huge followings among millennials and gene Z that sometimes they have to go out undercover. People also see them have a bottle of Happy Dad in their hands on the street all the time. It is a great way of advertising themselves and their products.
Overall I think social media influencers have a natural advantage when it comes to social media advertising. If you love their content, you have a very good chance of buying their products and they don’t have to do marketing traditionally since every piece of content they put out that has their product in it is an advertisement. They are doing the most effective and efficient advertising before you even realize it.
