Each year, lots of brands latch onto St. Patrick’s Day as an opportunity to create Irish-themed content. Shamrocks, leprechauns, rainbows, pots of gold, green beer (for some reason)- all of these are things you will see brands trying to tap into to drive engagement in the middle of March. Unfortunately, so many brands try to tap into these same elements, that a lot of St. Patrick’s Day content gets lost in the shuffle. So how can you make content that stands out in the sea of green? Here are three ideas:
Less Drunken Spectacle. More Irish Heritage.
Traditionally, St. Patrick’s Day was a day for Irish Americans to celebrate their heritage. Somehow, over the years, this has changed into a chance for many Americans to drink green beer which really has nothing to do with St. Patrick’s Day. Many brands try to tap into the idea of St. Patrick’s Day as a day for Drunken Spectacle. Why not go back to the holiday’s roots and use it as an opportunity to create branded content around the concept of Irish heritage? Create profiles of Irish Americans like John F. Kennedy, Gene Kelly, or Cormac McCarthy to drive engagement and rise above stereotypes.
St. Patrick was also, well, a saint. Why not create content around a saintly activity like raising money for charity? Create content that is themed for St. Patrick’s Day, and raises money for hospitals, education, helping the poor, or any other cause that a saint like Patrick may have endorsed.
So many brands focus on the drinking side of St. Patrick’s Day traditions that they forget about another very important aspect: the food. St. Patrick’s Day traditions include a load of Irish American favorites including corned beef and cabbage, Irish stew, soda bread, and many, many more. If your brand already has an established presence on an image-focused social network like Pinterest or Instagram, use them as a means to distribute delicious recipe content for the holiday.