The power of reacting to a cultural moment lies in its perceived spontaneity. If a brand attempts this too often, consumers will see it as a calculated marketing ploy rather than a genuine response. The strategy must be reserved for select moments to remain effective.
The first filter for fastvertising isn't creative potential, but the seriousness of the event. Brands must determine if it's appropriate to make light of a situation. Pop culture is relatively safe territory, while politics, disasters, and conflicts are high-risk zones to be avoided.
The ROI of a viral moment is difficult to link to direct sales. Instead, its value lies in increasing 'share of voice' and creating positive brand associations. This influences future purchasing decisions, making the brand top-of-mind when a customer is ready to buy.
The ability to react to cultural moments quickly is less about creative genius and more about having an organizational structure that allows for rapid approvals. Traditional, multi-layered review processes with numerous stakeholders are the primary obstacle to effective, timely marketing.
Even B2B firms can capitalize on fastvertising when they unexpectedly enter the public conversation. The company Astronomer, after its executives were part of a viral 'Kiss Cam' moment, created a clever ad with Gwyneth Paltrow to explain what their business actually does.
The ideal skill set for fastvertising mirrors that of a late-night comedy show's writing room. It requires a unique blend of rapid-fire creativity, cultural awareness, and disciplined judgment to generate witty responses while avoiding brand-damaging missteps.