Reactive marketing case study: How brands welcomed Princess Charlotte

As social media continues to grow as one of the main platforms brands use to interact with consumers, real time and reactive marketing have become a way for brands to capitalise on current affairs and trends to spread their message.

Her Royal Highness The Duchess of Cambridge was safely delivered of a daughter at 8.34am.

— Kensington Palace (@KensingtonRoyal) May 2, 2015

Saturday 2nd May 2015 marked the birth of Princess Charlotte Elizabeth Diana, the daughter of the Duke and Duchess of Cambridge. And as a sign of the digital evolution, the announcement of the princess’s birth was announced on the official Kensington Palace Twitter account. In celebration of the royal birth many brands took to social media to welcome the latest edition to the British royal family and generate brand love.

Case study summary:

• Many brands used the royal birth to turn a happy occasion into great sales exposure by being part of the conversation on social media #RoyalBaby

Oreo

Oreo celebrated the royal birth with a YouTube video not only welcoming Princess Charlotte, but all new babies born over the weekend, “welcome to the world kids – its wonderfilled!”

British Airways

British Airways spread the news of the royal birth with this innovative Tweet.

She's here! Congratulations to The Duke and Duchess of Cambridge on their healthy baby girl. #RoyalBaby pic.twitter.com/H3yqqTg5vY

— British Airways (@British_Airways) May 2, 2015

Coca Cola

The soft drink giant Coca Cola, welcomed the fourth member of the Cambridge family by comparing the four Cambridge’s to the four main varieties of Coca-Cola.

Huge congratulations from one family of four to another! #RoyalBaby pic.twitter.com/n1Mb0lCljI

— Coca-Cola GB (@CocaCola_GB) May 2, 2015

Warburtons

British bakers Warburtons raised a slice of toast to the new born.

Let’s toast to the new royal arrival! #RaiseaToast #RoyalBaby pic.twitter.com/iBkVfgN464

— Warburtons (@Warburtons) May 2, 2015

Pizza Hut

Pizza Hut went one step further offering free pizza to anyone called Charlotte. The first 100 Charlottes through Pizza Hut doors in selected restaurants got a free main meal.

Hey Charlottes...