Best Marketing Promotions Of All Time – Al Ries, the famous American marketing guru said, “Marketing is not a product battle, it is a perception battle.” And he’s right. But succeeding in changing consumer perceptions in today’s media landscape is no easy feat.
Fast-moving consumer trends are urging marketers to be bolder in their approach, fueling more data-driven campaigns and more audience-centric storytelling.
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Plus, brands now have a number of channels at their fingertips, from social media to email marketing, from brand awareness campaigns to Google advertising, the offline and online worlds are your oyster. But each channel requires different finesse – you need to tell the same story differently.
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The battle for consumers’ attention – and their money – is getting tougher. So how can a brand stand out? In the run up to Ad Week, we’re exploring what makes a truly successful marketing campaign.
In recent months, we’ve seen some of the best marketing campaigns hit our TV screens, our social media feeds, our sports games, and even our travels. If you’re looking for inspiration, we’ve rounded up 6 sample marketing campaigns to get your creative juices flowing. We will run:
Super Bowl showtime is hot currency for brands. And it makes sense that you want to get in front of your target audience. Our data shows that more than 1 in 2 NFL fans say they discover new products through TV commercials, and 41% of Americans watch or follow the NFL.
So the eye magnet spots at the Super Bowl are expensive. It is estimated that by 2022, 30-second ad slots are selling out quite fast at around $6.5 million – the most expensive in NFL history.
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In the past, several brands have pushed the ship out and extended the slot by an additional 15 or 30 seconds. But Reddit decided to take a new approach with its video marketing campaign: go small or go home.
Reddit took a big gamble, and it paid off. It buys a five second ad slot in the Super Bowl.
Starting with what looks like a generic car promo, it cuts the screen like an error, displays some text, then switches to a horse galloping through a field.
And at events like the Super Bowl, it gets people’s attention. But it ended in an instant.
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Viewers flocked to social media to find out what just happened. And they found a Tweet by Reddit waiting for them – which has since been viewed 464,000 times on the social media platform.
Ellie Bamford, head of media relations at R/GA, the New York agency behind the ad explained, “Squeezing an entire page of text into one of the shortest ads in Super Bowl history may seem odd, but it sure is odd on the right side. road.”
80% of girls distort their appearance online by the age of 13. This is an obvious statement, but it is true. Social media forces us to compare our behind-the-scenes lives to other people’s spotlight reels.
Impressionable teens don’t just see other people’s Facetuned features on their feed. They see their own face augmented with plastic surgery filters (some of which have even been banned).
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These can easily be added to Instagram stories to be compared to other people, but teens can also spend hours in person seeing how they would look with bigger lips, a slimmer face, or clearer skin.
So, Dove thinks we need to talk. And it says it loud and clear – without even promoting the product.
The video ad shows the entire process of a girl getting ready and taking a selfie, then editing and uploading it – but everything is reversed. It ends with a simple shot of the girl – whose youth becomes so obvious the moment we see her bare, unedited face. Her slogan reads, “The pressure of social media hurts our daughter’s self-esteem.”
This is why it is so timely. There’s been a bit of a mutiny in the beauty industry. Some audiences try to close chapters of perfection and open doors of authenticity and inclusivity.
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Our data shows that 27% of Gen Alpha girls ages 12-15 want to see all types of people in TV shows and movies, and 42% say their role models are real people in their lives.
Slowly but surely, the unpolished appearance is on the rise. ‘Photo-dumps’ are already starting to trend on Instagram – popularized by Gen Z icons like Emma Chamberlain and Olivia Neill, as are ‘finstas’, which are more candid, unedited Instagram accounts for your small circle of friends.
Meanwhile, 42% of Gen Z worldwide want authentic brands, and in the US, Gen Z is less interested in influencer and celebrity news than last year. This shift is sure to change the face of influencer marketing in 2022 and beyond.
In fact, Ogilvy UK just announced it will no longer be working with influencers who edit their bodies or faces for advertising in an effort to combat the systemic mental health harms of social media.
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As social media filters become more and more commonplace, unedited images are slowly coming in like a breath of fresh air. But in the meantime, as Dove so rightly points out, we need to address the issues at hand. And that started the conversation.
It’s hard to pick a single TikTok that fully conveys the power of Duolingo’s social media strategy, but trust us when we say it’s great. If you need more convincing, statistics paint a powerful picture.
Duolingo’s TikTok had 2.9 million followers as of February 2022 (up from just 50,000 followers in September 2021), and its videos have over 55 million likes.
Content centers around the owl duo who practice a pick-up line for a pop star, hold hands with her life-size cutout, and fly to New York in an engagement ring balloon – only to be turned down.
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@duolingo if i will go to jail @dualipaofficial will come with me too #mywife #Duolingo #DuaLipa #dulapeep ♬ you can hold my hand – gambling
If you’re wondering how that relates to people learning a new language, the answer is no. But that’s the point.
Duolingo’s TikTok strategy is focused on entertaining its target audience with skits, rather than selling a product, which is exactly what TikTok users want – they are 38% more likely than other social media users to say they want brands to be funny.
In fact, our data shows that humor and creativity are most valued on TikTok, with 63% of users saying they want ‘funny’ content on the app.
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Another video features the owl duo following Celine Dion’s trend, pretending to be the CEO while quoting The Hunger Games to employees, and angering the legal team with a last minute request.
Social media marketing strategies have turned brands into a presence so strong that it inspires user-generated content. People started responding with their own TikToks, featuring themselves sneaking in Duolingo lessons on a night out to defend their record. Talk about an online community. Sounds like a hit to us.
During the holy month of Ramadan, Muslims around the world fast from sunrise to sunset. In the evening, after the call to prayer, the family gathers together to eat iftar (breakfast). And in April 2022, British supermarket Tesco showed its support for the practice in a powerfully poetic way.
Its digital billboard, which features a hand holding an empty plate, comes alive as the sun sets, and the food slowly fades to fill the table. Beneath the image is a slogan that reads, ‘With this Ramadan’, and a caption that says, ‘Out of respect for all those who are fasting, these plates are only filled at sunset.’
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The billboards are not only displayed in areas with high Muslim populations, but also always face east, so that the sun sets behind them, highlighting the connection between fasting and sunset.
According to Creative Review, “BBH developed the campaign with diversity and inclusion consultancy The Unmistakables, and commissioned photographer Khalil Musa, a practicing Muslim, and food consultant Dina Macki, to work on it.”
OOH advertising can have serious results, especially in local areas. Plus, our data shows that roadside ads are remembered by 46% of commuters, followed by ads on buses, bus terminals or bus stops (38%), so focusing on the right placement – even with a small media budget – can make a difference. impact.
As we can learn from Tesco, simple and easy to remember seems to work best. This initiative is also supported by a social media campaign that involves sharing inspiring recipes.
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In 2022, the theme for International Women’s Day is ‘Break the Bias’, and CPB London is doing it.
After learning that 39% of UK primary school children “still think that mummy has to look after the baby and do all the housework while daddy has to go to work”, they wanted to rock the boat.
This marketing campaign wants you to imagine a world where gender makes no difference to who you are and what you can do.
The campaign featured a series of posters containing only bold and lowercase text saying things like ‘imagine a person in a board meeting’, and ‘imagine a nurse’.
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Underneath them all are questions that challenge you