Movement marketing

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Movement marketing, or cultural movement marketing, is a marketing model that begins with an idea on the rise in culture. The Cultural Movement agency, StrawberryFrog, invented the movement marketing model in 1999 working for Smart Car and IKEA.^[1]

“Movements” as a new brand-building marketing model begins with an idea on the rise in culture rather than the product itself. ^[2]

Cultural movements is a marketing model that builds brands by identifying, sparking, organizing, leading and/or aligning with an idea on the rise in culture and building a multi-platform communications around this idea so the advocates can belong, rally, engage, and bring about change.^[1][3]

"Cultural movement" requires a radical rethink of the old rules of marketing.

• Instead of being about “the individual” it is about the group
• Instead of being about persuading people to believe something, it is about understanding & tapping into what they already believe
• Instead of being about selling, it is about sharing
• Perhaps most radical of all, it requires advertisers to stop talking about themselves – and to join in a conversation that is about anything and everything but the product

StrawberryFrog defines the cultural movement model as having five phases:^{[citation needed]}

1. Strategy
2. Declaration
3. Provocation
4. Go MASSive
5. Sustainability

• Apelbaum, Suzana (28 September 2010). "Movement Marketing in the Nude: Is it a game changer -- or just a fancy dress?". Community. AdWeek. Archived from the original on 1 October 2010.