Performance Marketing

Over the past year or so, we’ve spoken about performance marketing a lot on here. With brands capitalising off Queen Elizabeths death to Black Lives Matter and Pride, we have to start asking ourselves where the boundary lies between support/allyship, and simply following the crowd for commercial profit.

But before we start…

What is performance marketing?

Performance marketing, also known as "cause marketing," or “woke-washing” is a marketing strategy used by brands and companies to align themselves with big events or social issues to generate positive publicity and appear more progressive to potential customers. This type of marketing involves brands using their platforms to support social causes or take a stand on current events, such as the LGBTQ+ community during Pride Month or the Black Lives Matter movement.

While performance marketing can be effective in increasing brand awareness and sales, it can also be seen as inauthentic and opportunistic. Consumers are becoming increasingly savvy and are quick to call out brands that engage in "woke-washing," or using social issues as a marketing tool without taking genuine action to support the cause.

Brands that engage in performance marketing risk damaging their reputation if they are seen as insincere or exploitative. Instead of just commenting on big events or social issues, brands should focus on taking meaningful actions to support the causes they claim to align with. This could include making donations to organizations working towards social change, participating in events or initiatives that support the cause, or implementing internal policies that promote diversity and inclusion.

Why do brands risk it?

We’re in an era of “woke”, customers are increasingly more aware of the brands their buying from and the ethics of the companies. Previous generations were less concerned about if their favourite makeup brand was cruelty free or championed worthwhile causes, so this era of brand transparency is a new to many big businesses.

Brands risk using performance marketing because it can be an effective way to generate positive publicity and increase sales. By aligning themselves with social causes or commenting on big events, brands can create a perception of being socially responsible and progressive, which can appeal to socially conscious consumers. In today's increasingly socially aware culture, consumers are often attracted to brands that are perceived to be aligned with their values and beliefs.

Additionally, engaging in cause marketing can help brands differentiate themselves from their competitors. By taking a stand on social issues, brands can set themselves apart from competitors who may not be as vocal or visible on these issues. This can help them attract new customers who are looking for socially responsible brands and also help to build customer loyalty.

But like I said…customers are getting more and more aware of who they’re buying from, if they identify something to be disingenuous or false…it leaves a poor taste in their mouths.

King Charles

If you struggle to spot the performance marketers on your shopping list the upcoming coronation is the perfect time to train your eye. Here’s some funny but entirely irrelevant marketing campaigns I’ve found after just a quick google search.

The Uber carriage

Marking the occasion in its own unique way is Uber and its carriage ride that is fit for a King.

Offering a taste of royal life, the company’s ‘Coronation Carriage’ will be in operation between 1pm and 4pm on 3, 4 and 5 May at London green spot, Dulwich Park, with slots available to book via the Uber app.

The ornate carriage has been created using designs from previous royal carriages, giving riders the chance to experience luxury only normally afforded to the highest ranks of the UK monarchy.

“What better way to celebrate one of the most significant events of 2023 by riding like King Charles III in a horse drawn carriage,” Uber UK general manager Andrew Brem said. “We’re always looking for new ways to add a little Uber magic to peoples journeys, so we are over the moon to be able to bring the Coronation Carriage to Uber”.

The Celebrations Bust

In celebration of the momentous day, confectionery brand Celebrations has unveiled a life-size bust of King Charles III made entirely of chocolate.

The tasty sculpture – which took over four weeks to create and weighs over 23kg – was carefully constructed by chocolatier Jennifer Lindsey-Clarke using individual chocolates (roughly 2,875) from Celebrations tubs.

Aldi: The Toy Fit for a King

Commemorating the event in a slightly atypical way is Aldi and the release of its Little Town Coronation King Soft Toy.

Priced at £3.99, the Kevin the Carrot-style toy is currently out of stock on the supermarket’s website. A King and Queen version of the carrot were initially made available to the public.

Upon the release of the products, fans of the royal family and the discounter alike took to Twitter to chatter about the toys, with one proud fan dubbing the sale as a “Carronation”.

Conclusion

How many of the above references are tied to the monarchy? Do you feel like any of these ideas are relevant to both the monarchy and the brand running the campaign? Or does this feel like a corporate marketing team have tried to sandwich the two together for a bit of brand awareness? I know what I’d answer, but do you?

The coronation might not be the finest example of performance marketing, but it’s an excellent example for people looking to try decide if a brand is 100% genuine.