Mascots As A Tool For Social Media And Content Marketing
Many successful brands have one thing in common that makes them stand out from the rest: a mascot. Whether the mascot appeals to the cute factor like a kitten or other animal, or has a bold and eye-popping design, a mascot makes a brand easily identifiable and has a bigger visual impact than one that does not.
Mascots have been around since the 1890’s and can be a win-win for your business, personifying your brand if it’s the right fit. In the dawn of the social age, mascots have also turned to social media to polish their brands. On average, people seem to prefer mascots and characters over celebrity or influencer endorsements. Folks much prefer an entertaining character rather than a stuffy executive! Mascots also encourage casual conversation, and are a more subtle way to market as they don’t pitch “a hard sell”. They are more personable and friendlier than famous celebrities, and are easier to relate to, communicating the message a little softer.
Below, you’ll find brands that have utilized their mascots in their marketing, leading to increased interaction with their audiences and a loyal customer base!
#1 Chester the Cheetos Cheetah
Chester the Cheetos Cheetah has over 100K followers on Twitter, and utilizes “memes” (humorous images meant to be reshared by internet users), “relatable” tweets that appeal to Millennials and Gen-Z, and strange food combinations to gain followers. He’s even coined the Cheetos slogan as a hashtag, #FlaminHot, and was even mentioned in a song and Superbowl Ad with popular rapper Megan Thee Stallion along with Doritos.
#2 Wendy’s
Wendy, the mascot of the fast food chain of the same name, has an active Twitter that is notorious for insulting other brands. The brand has almost 4 million followers on Twitter, 8 million likes on Facebook, and 1 million followers on Instagram. Due to the chain’s attitude, she even garnered her own “smug anime girl” persona, or her image drawn in the style of Japanese animation, that is a popular depiction amongst fans. Dry humor is often popular with younger generations, and this success is displayed with Wendy’s having over 3 million followers on Twitter. However, this works because Wendy’s is popular; for brands in other industries, using insulting tactics would be a detriment and come across as unprofessional.
Wendy’s is very responsive to tweets, keeps up with modern lingo, and isn’t shy about interacting with its audience. People aren’t afraid to comment on whatever Wendy’s does – which means they aren’t afraid to reach out either. The fast food chain has done wonders for its online presence, with its ability to target its demographic and appealing to its masses.
#3 Geico Gecko
Geico has spent tons of money on TV advertising, to the point where most generations can recognize its mascot: the Geico Gecko. Now, the Geico Gecko has a good presence on social media, with tens of thousands of followers on Instagram and Twitter, and 260,000+ followers on Facebook. The Gecko uses animated images called gifs and memes to keep its audience engaged, and its CGI art has improved greatly since its first appearance. One thing that mascots have over influencers and actors is that they won’t ever have to retire – and 20 years strong, the Geico Gecko’s presence hasn’t been forgotten.
#4 Barbie
Barbie, Mattel’s beloved doll, is a huge success on Instagram and has amassed over 2 million followers on that platform (with hundreds of thousands on other social media). Barbie’s Instagram has a dedicated photography team that poses its dolls in everyday situations and trendy fashion, pretending as if she’s a real person. The Instagram topics range from lifestyle, fashion and travel, to name a few. All of these components personify the doll and make her seem more “relatable” to collectors and children.
Barbie is even an advocate for women’s rights and uses using her platform to uplift girls from different backgrounds. She encourages girls to break into fields like STEM with the #CloseTheGap campaign and more. Barbie also has her own blog and posts videos and vlogs weekly on Youtube. Despite not being a real person, Barbie is a very successful influencer!
#5 Aflac Duck
Aflac, an insurance company, currently uses the “Aflac Duck” as its mascot. The duck has 60K followers on Twitter and 750,000+ likes on Facebook, collaborates with celebrities and popular cartoons (even having product placement appearances in movies like Toy Story and Up), and even does film shorts. The Aflac Duck is a simple mascot, but brands don’t always have to be flashy. Despite its simplicity, it’s very recognizable.
#6 M&Ms
The M&Ms brand has a whopping 10 million likes on Facebook, over 1 million followers on Instagram and hundreds of thousands of followers on Twitter. The brand is known for its several mascots with different personality traits, with the red one being the sarcastic one, the blue one being the “cool” one, etc.
However, the one that’s perhaps the most well-known is the green M&M. It has famously gotten a lot of controversy, which can be discovered from a simple Google search. This attention probably isn’t the type that you want your brand to get, but in M&Ms’ case, the redesign and interactions with fans have garnered social media buzz, and people keep talking, making jokes, and most importantly – paying attention.
#7 Mayhem by Allstate
So far we’ve mentioned mostly fictional mascots, but actors also serve as successful mascot characters. Some renowned ones include Flo from Progressive and Lily Adams of AT&T, but the human mascot we’d like to highlight is Mayhem from Allstate due to his unique and rather chaotic approach. Actor Dean Winters, who has popular roles in TV shows like Brooklyn Nine Nine and 30 Rock, has recently reprised his role in 2022 and goes through the extremes of portraying risks and car accidents in adrenaline-pumping commercials. His content is humorous and appeals by using a sense of urgency, reminding people that they don’t want to end up like him.
Mascots can be a very effective form of marketing used to enhance a brand’s social media presence. Some businesses even have separate accounts for their mascots! However, not every business can utilize a mascot, and the right tone must be implemented if considering a mascot for your business. For example, a law firm should never have a silly mascot like Chester the Cheetah, and instead go for something more neutral or serious. But even in more serious industries, mascots can be used, like the Geico Gecko and Aflac Duck. If your business is looking for innovative ways to uplift its social media presence, a digital marketing agency like Doukas Media can help. Contact us by sending an inquiry, and we can help you establish your own brand!