Within the fast-changing industry of digital marketing, meme marketing has been touted as a strong force for many brands to push their messaging and increase consumer attention versus platform presence. In this regard, the paper investigates the case of meme marketing to what extent it became a movement with its components and the genesis of internet humor steganographically through the marketing construct. This study examines meme marketing's role in shaping brand engagement and consumer perception. Through a mixed-method approach involving surveys (n=500) and focus groups (n=32), the study evaluates memes' impact on brand awareness, emotional response, and purchase intention. According to research, 55% of consumers 18–34 engage with brands that use humor in their marketing, and memes are one of the top ways to obtain attention. Memes especially run deep with younger demographics (Millennials and Gen Z, together, make up over) due to their ability to leverage cultural references and humor. The authenticity and relatability are not only sought by millennials but also generations behind them, with studies showing that 60% of Gen Z consumers said they feel more connected to the brands that use relatable content. Building upon a thorough extant literature review on different types of memes (e.g., image memes, GIFs, and video memes), the study identifies the cases of successful brands Wendy's (engagement increase by 30% through their witty Twitter interactions) and Netflix with memes in show promotions, where a 20% increase in viewership for some series can be attributed to this approach. Nevertheless, the paper also touches on some information on meme marketing challenges with the risk of misinterpretation, and brands should tread mindfully about cultural values. Well, a survey indicated that one in two marketers think memes are poorly made or have no plan, which can lead to a bad perception of a brand (70%-point deal breaker). Finally, the research discusses the future of meme marketing, such as the growing role of influencers in branding or the integration of memes into a broader marketing strategy. Through an analysis of meme marketing, brands can learn to optimally situate themselves for capturing this novel mode of communication and ultimately building deeper relationships with their audiences amidst a sea of competitors in the digital space.