As a new academic year kicks off, higher education marketers face the ongoing challenge of creating successful marketing campaigns that engage and entice Gen Z students. Relating to students without coming off as “try-hard” is a challenge, especially when it feels like almost every day a new trend emerges – it’s hard to keep up. This summer saw the rise of the “Brat” trend, which offers valuable lessons for higher education marketers about leveraging pop culture authentically in campaigns.
What is “Brat”?
In June, British pop star Charli XCX released an album titled “Brat,” with a distinctive lime green album cover. Conventionally, calling someone “a brat” had been considered a negative thing. However, Charli XCX redefined the term to mean carefree, iconic, and rebellious. The concept quickly spread through TikTok and online memes, while making lime green a trendy color. Even Vice President Kamala Harris’ campaign jumped on the trend, incorporating the album into their social media presence and campaign strategies.
What’s the Key to Social Media Success?
Authenticity. To truly leverage any viral trend, including Brat, universities need to mold trends to fit their brand – not the other way around. Too often, we see organizations attempt the latest trends without considering how to incorporate their values and mission. Having the university president participate in the “Apple” Charli XCX dance might grab attention, but will it foster genuine engagement? Unlikely. Gen Zers are bombarded with the same videos all day, so it takes more to impress. If a university cannot showcase its personality or brand through the trend, then doing so is probably not worth pursuing.
Case Study: University of Virginia’s Brat Adoption
The University of Virginia (UVA) exemplifies clever trend adoption of Brat. UVA posted an Instagram picture of their iconic Rotunda, but with a surprise – a lime-green square and the word “lawn” written in black font. UVA subtly referenced the Brat album cover, while also giving a nod to their lawn, an integral part of the university’s culture. By blending the trend with its identity, UVA demonstrated how institutions can participate in pop culture while maintaining brand integrity.
Takeaways
This summer’s Brat frenzy exemplifies how quickly trends become mainstream. Universities can capitalize on trends like Brat to craft compelling content that resonates with their target audiences. However, staying trend-savvy means higher education marketers need to be as “chronically online” as their Gen Z students – that’s so Brat.
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