In the dynamic world of social media, leveraging trending or viral content has become an organic and effective way of marketing. Many social media influencers, strategists, and agencies use this approach to create engaging content that resonates with audiences. I personally advocate for this method and recently applied it to a promotional video for a client.
Case Study: The Marco Movie and Health & Fitness Niche
One of the most talked-about Malayalam movies recently is Marco. It has gained massive traction in the Kerala region and among Malayalam-speaking audiences, being promoted under the tagline “the most violent Indian film ever.” My client operates in the Health & Fitness niche, making it challenging to align this trending content with their brand. However, with some creative thinking, I was able to connect the two effectively.
The star of Marco, Unni Mukundan, is not only a celebrated actor but also a controversial figure on social media. Notably, he promoted his impressive body transformation for the movie extensively on social platforms, which provided the perfect bridge to tie the movie’s buzz with my client’s fitness-oriented brand.
Content Creation Approach
Appreciation: Highlighted Unni Mukundan’s dedication and physical transformation, creating a positive and authentic tone.
Motivation: Transitioned into a motivational narrative tied to New Year resolutions, focusing on personal growth over negativity.
Balanced Perspective: Addressed the movie’s dual impact—technical brilliance and inspirational transformations vs. its violent screenplay.
Visual Appeal: Used clips from Marco and visuals of Mukundan’s physique to craft an engaging and motivational video.
Outcome and Reflections
While the client was satisfied with the script and the final video, the content did not achieve the organic engagement we had anticipated. However, it did generate sales and garnered appreciation from other clients and mentors, validating the creativity and execution of the concept.
Key Takeaways and Future Improvements
Audience Alignment: Ensure the trend resonates with the target audience. The overlap between movie fans and fitness enthusiasts might not have been strong enough.
Stronger Call to Action: Use clear, engaging CTAs like “Share your fitness resolution for the New Year” to drive interaction
What are your thoughts on this approach? Do you see other ways to improve or adapt this strategy for better engagement?