Observed Signal · Dec 22, 2022 · Technical Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
BeReal Marketing: First Brands Try It
BeReal has emerged as a popular trend app praised by Apple as App of the Year, resonating especially with Gen Z for its authenticity. Brands are beginning to experiment with BeReal by posting deals and exclusive offers to engage younger audiences and foster direct customer connections. Logitech is highlighted as an active BeReal account, using its annual "12 Days of Deals" Christmas campaign on the platform to drive newsletter signups and purchases on logitech.com. Erika Priestly, Logitech's Vice President of Global Marketing, notes that BeReal enables a different approach to gifting guides and direct audience engagement. The piece emphasizes first-mover advantages such as reach with less competition and enhanced perceived trendiness, while acknowledging limitations like a friend limit and fewer content insights compared with bigger apps. Chipotle and American Eagle are cited for using BeReal to engage established fans with exclusive offers. The article also mentions ongoing curiosity about BeReal’s ads and paid features plans.
BeReal brand marketing adoption; early-stage, industry-relevant development in ad/paid features on social platforms.
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Key Takeaways & Evidence Grounding
- Logitech is actively using BeReal and leveraged its '12 Days of Deals' Christmas campaign on the platform to reach younger audiences and drive newsletter signups and purchases on the Logitech website.
- Erika Priestly, Logitech's Vice President of Global Marketing, stated BeReal offers an opportunity to take a different approach to gifting guides and to engage the target audience directly.
- Chipotle's Tressie Lieberman says BeReal is used to engage established fans rather than acquire new customers.
- American Eagle's Craig Bommers, CM0, mentions sharing exclusive offers (e.g., Black Friday) on BeReal.
- BeReal is popular with Gen Z and was named Apple's App of the Year; it is characterized by authenticity, but has limited reach due to a friend cap and provides fewer features/insights than other social apps.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
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