Joseph Andaloro, MSC

Meme marketing is a modern, participatory form of digital communication that succeeds or fails based on two central variables: cultural literacy and authentic participation. In this paper, I define meme marketing as a shift from traditional top-down advertising to a user-driven ecosystem where brands must engage as co-creators rather than broadcasters. My framework introduces the “literacy gap” and “authenticity gap” to explain how brands either successfully integrate into internet culture or fail through misinterpretation and forced imitation. Through successful case studies like Wendy’s and McDonald’s, and the failed counterparts of DiGiorno and Pepsi, my paper demonstrates how audience control, timing, and cultural context determine outcomes more than intent. Above all else, successful meme marketing depends on adaptive authenticity, shared psychological ownership, and real-time cultural awareness, while failure results in reputational damage, ridicule, and long-term loss of credibility.

This integrated marketing communications campaign was developed for Cloud.10, a fictional wellness-focused brand positioned around portable aromatherapy and self-care. The campaign combines social media, email marketing, influencer partnerships, and content strategy to strengthen brand awareness among environmentally conscious millennial consumers. Research into industry trends and audience behavior informed a six-month communications plan designed to increase engagement and drive measurable business outcomes. The project demonstrates how cohesive messaging and visual identity contribute to premium brand positioning.