Celebrity status no longer confined to major corporations

In the ever-evolving world of marketing, creating a constant, resonant, and relevant content is more vital than ever before. This is particularly true in the face of a media landscape that has become five times more fragmented since the turn of the century.

This fragmentation has led to a significant shift in the traditional concept of fame. Small insurgent brands have taken centre stage, leveraging digital platforms and authenticity to connect with diverse audiences. They focus on decentralized, niche, and community-driven engagement, rather than mass celebrity.

A prime example of this shift can be seen in the success of brands like Glossier or Dash Water, which, according to data from the Participation Brand Index, are punching above their weight. In fact, in 2023, the smallest 2% of brands drove 20% of the incremental growth in FMCG, and in beverages, the smallest 3.4% of the market drove 35% of the total growth.

The rewards of participating in this modern fame game are worth the risk. Ideas that build brand fame start with social currency. By understanding and catering to the desires and needs of their niche audiences, these brands have managed to create a strong following.

However, the cost of buying attention has multiplied nine-fold since 2000, and the returns on persuasion-based advertising are only going to keep diminishing. This means that brands need to innovate not only in how they appear but also in where they appear.

One such innovation can be seen in the surprising collaboration between Crocs and 7 Eleven. While these brands might seem an unlikely pairing, their collaboration managed to resonate with their respective audiences, demonstrating the power of niche marketing.

Another example can be found in Pizza Hut's sponsorship of the 2024 World Championship Domino Tournament. By tapping into a specific, passionate community, Pizza Hut was able to create a memorable marketing moment.

The link between 'scale' and 'fame' is becoming increasingly broken in this fragmented media world. A brand needs to be big in the niches to be memorable and ultimately chosen by consumers. This is a lesson that even celebrities like Charli XCX are learning, as she recently suggested a list of marketing tactics that focus on niche engagement and community-driven activities.

In today's digital age, the office water cooler has been replaced by platforms like Discord as a gathering place for discussions. This shift towards online communities highlights the importance of understanding and catering to these niche audiences.

In conclusion, the fame game is no longer about mass appeal. It's about being memorable within specific communities. By focusing on niche marketing, authenticity, and community-driven engagement, small brands are leading the way in this new era of marketing.