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#FirstWorldProblems Grows Up: A Successful Use of Memes for Advertising

​If you’ve been on the internet the last few years, you’ve probably come across somebody who commented on “first world problems”; a collection of complaints that would really only affect those who lived in industrialized countries. I used the term today when a coworker of mine complained that he had to actually go to specific websites for their updates, as opposed to being directly messaged (we introduced him to RSS feeds, and the day was saved).

If you’ve been on the internet the last few years, you’ve probably come across somebody who commented on “first world problems”; a collection of complaints that would really only affect those who lived in industrialized countries. I used the term today when a coworker of mine complained that he had to actually go to specific websites for their updates, as opposed to being directly messaged (we introduced him to RSS feeds, and the day was saved).

Now nonprofit, WATERislife is piggybacking on the theme by juxtaposing first world problems with images of third world Haiti in order to raise money to help developing nations. The video, which is very effective, has already garnered over a million views.

Many groups, both nonprofits and corporations, frequently attempt to latch onto a popular meme. However, this particular one is particularly effective because the very concept of “first world problems” is already a self-reproaching reminder of how good the person saying it has it.

Too often you will find groups trying to grab onto something popular, whether or not it has anything to do with their company or their message. Generally speaking, this backfires as they fail terribly at looking hip (think back to the early 90’s when it seemed like every commercial had to be a rap, for no discernible reason).

So, I applaud WATERislife not just for their mission, but for their clear marketing acumen. It’s a great cause, and, with this message, they can do a lot of good.

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