Movement marketing

Movement marketing , or cultural movement marketing, is a marketing model that begins with an idea on the rise in culture. StrawberryFrog , the world’s first Cultural Movement agency, invented the movement marketing model in 1999 working for such brands as Smart Car and IKEA .

“Movements” as a new brand building marketing model begins with an idea on the rise in culture rather than the product itself. Scott Goodson , the founder of StrawberryFrog, has written that brands can “identify, crystallize, curate and sponsor movements, accelerating their rise.”


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 multiplatform communications around this idea so that passionate advocates can belong, rally, engage and bring about exchange.

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

  • Instead of being about “the individual”
  • Instead of being about persuading people to believe something, it’s about understanding & tapping into what they already believe
  • Instead of being about selling, it is about sharing
  • Perhaps most radical of all, it is necessary to advertise to stop talking about themselves – and to join in a conversation

StrawberryFrog defines the cultural movement model as having five phases:

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


A pioneer in a cultural movement marketing model is Apple . Large companies applying this model currently include Mahindra , PepsiCo , and Procter & Gamble .


  • Scott Goodson (July 16, 2008). “Cultural Movements Usurp Traditional Marketing” . Archived from the original on 2008-08-20.
  • Suzana Apelbaum (September 28, 2010). “Movement Marketing in the Nude: Is it a game changer – or just a fancy dress?” . Archived from the original on 2010-10-01.
  • David Wiggs (June 9, 2009). “Ad Industry Innovator # 8 StrawberryFrog” .
  • “Mahindra Group StrawberryFrog Taps for Global Cultural Movement Strategy” . .