Hot Topics: Australia March 2016

Big-name companies and performers alike stole the show in March, connecting with Australians around a range of key moments, from film releases and festivals to holidays and causes.

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Celebrations

Easter was the highest trending topic on Facebook and Instagram this month, with Good Friday in particular resonating strongly among women of all ages. Both Saint Patrick’s Day and Sydney’s Mardi Gras festival offered men and women alike a chance to let their hair down. Women of all ages rallied together on International Women’s Day to recognise achievements and champion gender equality.

Brand buzz

Holidays in March proved to be the perfect opportunity for brands to connect with people. Guinness went back to its roots on Saint Patrick’s Day, sharing a series of Instagram images celebrating Irish culture. And it was no surprise to see Australians discussing sweet treats over Easter, as both Oreo and Cadbury tantalised tastebuds with their seasonal content.

Noisemakers

Legendary performer Madonna toured the country with her Rebel Heart Tour, making waves among a diverse audience on both Facebook and Instagram. Rapper Kendrick Lamar connected with younger males on Instagram during his Australian tour and performance at the Byron Bay Bluesfest.

Donald Trump continued to be a talking point for older males on Facebook, while Arnold Schwarzenegger got people buzzing on Instagram after attending a body building competition in Melbourne. People took to Facebook to discuss Kim Kardashian West’s selfies on Instagram. The shots created a bit of a buzz online and the images even inspired offline action, with Australian street artist Lushsux creating a series of large murals in the laneways of Sydney and Melbourne.

Rivalries

Following the release of “Batman v Superman: Dawn of Justice,” young men turned to both Facebook and Instagram to discuss the on-screen battle between DC Comics’ biggest heroes. This group also used both platforms to pick a side in the UFC’s blockbuster clash between Irish fighter Conor McGregor and American challenger Nate Diaz.

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What it means for marketers

This month shows the impact that brands can make when they connect with their audience around big events and holidays. Whether by joining in on a passionate discussion or inviting people to join a celebration, there are many ways that brands can be front of mind at the right time.