Brand tapping into calendar events and cultural zeitgeist

Brand strategy insights

Brand tapping into calendar events and cultural zeitgeist


In the world oversaturated with brands and products, timing is everything when it comes to marketing. Brands that can tap into the cultural zeitgeist and align messaging with key calendar events often find themselves reaping the rewards. From the Solar Eclipse that just passed and the upcoming Mother’s Day, Father’s Day to the current Cowboy trend and beyond, these occasions offer traditional and interesting new opportunities for brands to connect with consumers on a deeper level.

One of the most significant advantages of leveraging traditional calendar events as well as making nimble changes based on current cultural phenomenons in marketing is finding relevance that is ownable for your brand. These dates and events are already top of mind for consumers across media platforms, making it easier for your brand to capture attention and engage in a meaningful way. Whether it’s through themed product drops, special offers, heartfelt or humorous messaging, brands that align themselves with these events can create a strong emotional connection with their audience.

Tech platforms such as allow brands to make quick and seamless edits on site. Without major effort that might derail team scope, solution partners like  truly bring in a easy plug and play format that allows fast site updates and enables your brand to feel culturally relevant in the conversation, while also AB test, optimize, personalize and upsell products to a customer that is now excited about your product and its relevance. 

Moving beyond site, platforms like allows you to bring in the same level of customization, personalization and gamification to your email experience. This is critical not only to stay relevant with calendar events and cultural movement, but also to prevent the dreaded unsubscribe. 

Planning for and around calendar events offer a natural hook for storytelling where brands can use these occasions to craft narratives that resonate with the core audience but also build awareness across new potential customers. By weaving these themes into your marketing campaigns in a natural and synergistic format, your brand can create compelling narratives that capture the attention of consumers and potentially leave a lasting impression.

"Planning for and around calendar events offer a natural hook for storytelling" Charu Subramanian. Flywheel Strategy.

Beyond emotional resonance, events (both traditional and pop-cultural ones) also present a practical advantage for brands: they can drive sales. Popular calendar occasions (Valentine’s Day, Mother’s Day, Father’s Day, July 4th etc.) are often associated with increased consumer spending, as people are more inclined to splurge on gifts, decorations, and celebratory products. By embracing these occasions and aligning marketing efforts, your brand can position itself for success and create meaningful connections with your current audience while building larger brand awareness.

5. Data-Driven Decision Making: In the digital age, data is king. A content calendar allows you to track and analyse key metrics, providing valuable insights into what’s resonating with your audience and what’s not. By leveraging data-driven decision-making, you can refine your content strategy over time, optimising for maximum impact and ROI.

What innovative marketing have you seen or implemented in relation to a cultural or calendar phenomenon? Share your thoughts in the comments below! And reach out to us to learn more about how we can set you and your brand apart from the competition with relevant and relatable marketing opportunities. 

Not sure where to start – Flywheel Strategy can help. Connect with us to learn more!

April 30, 2024

Leave a Reply

Your email address will not be published. Required fields are marked *

Get the latest

Read the trends and insights emerging across DTC and B2B for ecommerce and retail businesses.

Please keep me up to date with Flywheel Strategy news and insights by email. I can unsubscribe at any time. I have read the Flywheel Strategy Privacy Policy.