CowParade Marketing Strategy

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CowParade Marketing Strategy Analysis

CowParade focused on marketing their latest events primarily over their websites, through social media posts and regional newspapers. It also invested in Billboards and outdoor advertising near event locations. CowParade did not opt for promotions through TV commercials.

Cow Parade Salvador 2019

Event Social Media Engagement

News/Media Articles

Target Market

Market Analysis

Cow Parade Chicago 2019

Event Social Media Engagement

  • No dedicated Facebook pages for the event were found, but many people were seen posting pictures of the event at Jane M. Byrne Plaza, Chicago.
  • CowParade Instagram account has 183 followers, but no specific images or post promoting Cow Parade Chicago 2019 are posted.
  • Cowparade has Twitter account followed by 583 followers, but no specific images or post promoting Cow Parade Chicago 2019 event is posted.

News/Media Articles

Target Market

  • The event focuses on the local artists, and Chicago tribune also mentioned: “Cows on Parade, conceived as a canvas for local artists.”
  • The event is to draw the attention of both locals and visitors to the city.
  • The event saw huge success by being photographed an estimated 600,000 times, with many people sitting on it as well.

Market Analysis

  • 20 of the original herd of more than 300 cows installed in 1999 were reinstalled at downtown Chicago in 2019.
  • Peter Hanig had brought the idea to Chicago Cultural Affairs Commissioner Lois Weisberg in 1998 after he spotted and liked a Zurich, Switzerland cow display.
  • The cows are made with fibreglass and were constructed head down, up or prone body by the same Swiss company, and later offered by the Chicago’s Department of Cultural Affairs to various artists to decorate as a Public Art Project.

Cow Parade Fortaleza 2018

Event Social Media Engagement

  • Cowparade Brazil Facebook page posted advertisements on Cow Parade Fortaleza 2018 event which reaches 18,870 people who follow this page.
  • Cowparade Brazil has posted promotional videos on Cow Parade Fortaleza 2018 event.
  • Peter Pan association via Instagram is also advertising Cow Parade Fortaleza 2018 event.
  • Cow Parade Fortaleza 2018 is also promoted through YouTube by Brazil-ministry of cultural.
  • Cowparade Twitter contains promotional post of Cow Parade Fortaleza 2018 event.

News/Media Articles

  • News articles on the launch of Cow Parade Fortaleza 2018 are published in multiple new reports such as Diario do Nordeste, tribuna do Ceara and others.
  • This event does not focus on promoting through a TV commercial.
  • The event does not indulge in display advertising.

Target Market

  • The event is targeted to create a social impact of their mobilizations in the capital of Ceará.
  • The event proceeds went to charities for children and the elderly, namely to the organizations of the Peter Pan Association, the Early Childhood Institute (Iprede) and the Torres de Melo Home (for assistance to the elderly).
  • The event aims to promote social responsibility among all with an urban art show.
  • The art pieces were produced by local people, including amateurs and professionals such as painters, graffiti artists, artisans, architects and designers.

Market Analysis


Sources
Sources

Quotes
  • "Have you done your tour to see all the crowdfundings in the streets of Salvador? The billboards scattered in the city show the location of each work. 🗺 let us know how many you have found! "
Quotes
  • "This Tuesday (18), takes place the auction of the 12th edition of CowParade Fortaleza. The exhibition features a series of sculptures of cows, prepared by various visual artists from Ceará. "
  • "In 2018, 55 kitties participate in the auction. All proceeds will go to the organizations of the Peter Pan Association, the Early Childhood Institute (Iprede) and the Torres de Melo Home (for assistance to the elderly)."
  • "The three institutions were chosen by Extrafarma, due to the social impact of their mobilizations in the capital of Ceará."
  • "Until this edition of CowParede, more than $ 6 million were raised in auctions. In 2017, in Recife (PE), the auction of the exhibition raised R $ 450 thousand, benefiting the Group of Aid to the Needy Child with Cancer (GAC), Casa do Mar and the Pro-Child Movement. "
Quotes
  • "Considered one of the largest urban art events in the world, the show is held by Toptrends, which owns CowParade licensing rights in Brazil, and sponsored by the Extrafarma pharmacy chain, with support from Fortaleza City Hall through the Secretariat of Tourism and International Relations Advisory, "
  • "the project has kitties signed by names like Vando Figueiredo, Mano Alencar, Edmar Gonçalves, Teresa da Quinta and Espedito Seleiro."