TABLE OF CONTENTS
- Introduction
- Examples
- Coca Cola’s “Share A Coke” campaign
- Burger King’s “Whopper Detour” Campaign
- AirBnb’s “Belong Anywhere” campaign
- Apple’s #ShotOnIPhone
- Nike’s “Breaking2” Campaign
- GoPro’s User Generated Content strategy
- Monster India
- Always “Like a Girl” Campaign
- Domino’s and Domino’s Anyware
- Red Bull’s Plunge from space
- Amazon’s Personalisation Story
- Oreo’s “Dunk in the dark” Campaign
- Pampers “Village country ” Campaign
- Conclusion
Introduction
In the Digital marketing realm of uncountable brands and ever-emerging trends, marketing campaigns are churned out a dime a dozen on the daily.
Marketers work round the clock to approach the problem or objective from different perspectives but only a few achieve the marketing goals set and a few who carve innovative paths to success.
These campaigns bring small but significant changes to the marketing field. So here are a few that shifted the dynamics and continue to inspire young (and old) professionals.
- Coca Cola’s “Share A Coke” campaign
Coca Cola personalized the product by replacing their logo on their bottles with the most common names. It encouraged sharing and celebrating uniqueness by putting names on bottles. It became a hit in no time, causing a craze on social media as people hunted for bottles with their names. The campaign showed how personal can deeply affect people, proving the power of personalization.
- Burger King’s “Whopper Detour” Campaign
Burger King used geolocation to lure customers to their stores. Offering whopper for a cent near Mc Donald’s locations via their app, it cleverly engaged customers, showcasing Burger King’s bold marketing and boosting app downloads and sales.
- AirBnb’s “Belong Anywhere” campaign
The “Belong Anywhere” campaign sought to link travellers with authentic local experience, emphasizing genuine cultural connections. Through storytelling and visuals, it portrayed hosts and guests, emphasizing a sense of belonging and the transformative nature of travel. It struck a chord with travellers seeking authentic experiences, sparking exploration and nurturing a community spirit beyond conventional lodging options.
- Apple’s #ShotOnIPhone
It aimed to illustrate the unparalleled quality of Apple’s new camera. They compiled pictures captured by 75 iPhone 6 users to create a campaign. The campaign went viral and had a tremendous impact worldwide and it became an example of how user-generated content adds to the credibility of the brand.
- Nike’s “Breaking2” Campaign
Nike’s aimed to break the 2-hour marathon barrier, engaging viewers with live-streaming and behind-the-scenes content.
It showcased Nike’s innovation and boundary-pushing spirit. With a team of elite athletes and extensive investment and research and technology, the marathon attempt was broadcasted live, captivating audiences with the excitement of breaking records.
It was an inspirational marketing example, showing how a brand can benefit from motivating its audiences and aligning their aspirations with them.
- GoPro’s User Generated Content strategy
GoPro allowed its users to show their stories and sneakily established that one doesn’t need to be a pro to capture stunning visuals. Showing everyday stories worked in their favour because most of their users are ordinary people
- Monster India
Monster Inc. India improved its database by including organised data into job openings, which lead to better visibility in search results. The result is that the organic website traffic has almost doubled. Thus, structured data in SEO can create a significant impact on search results.
- Always “Like a Girl” Campaign
Combating the negative stereotypes associated with phrases such as “like a girl” and empowering women and girls, Always rolled out a powerful video to spark conversations about gender equality and inspired girls to embrace their strengths and capabilities. It quickly started doing rounds on the internet, garnering a lot attention and launching a movement that rewarded confidence and empowerment.
- Domino’s and Domino’s Anyware
Domino’s Anyware is a tool that helps one order the product. The software is voice activated, tied with an AI capable of interpreting and understanding what you want. This initiative put Domino’s on the map among limited companies who adapt to the advancing technology and use it to their advantage.
- Red Bull’s Plunge from space
RedBull ditched the sales pitch with this campaign by leveraging a real-time event. This time, it was a video of Felix Baumgartner taking a plunge from the edge of space, which depicted Red Bull’s slogan, “Red Bull gives you wings,” without overtly selling throughout the video. It became an instant success with over 6.8 million views its official YouTube channel.
- Amazon’s Personalisation Story
Known for personalisation, Amazon uses a system to recommend based on customer’s browsing and purchasing history. This strategy has helped Amazon increase its sales by 29% in just one year. This doubles as just another testament to the benefits of customization.
- Oreo’s “Dunk in the dark” Campaign
When Oreo engaged in real-time or moment marketing during the Super bowl blackout in 2013, it became a prime example. All Oreo did was tweet a picture with the caption “You can still dunk in the drunk” when the lights went out. It went viral and amassed tons of attention. It was a demonstration on leveraging a real time event and reserving space in a social conversation and how beneficial it can be.
- Spotify “Wrapped” Campaign
The “Wrapped “campaign utilizes the data to craft personalized year-in-review experience, showcasing listening habits, genres etc. Released annually, it sparks excitement and engagement, as users share their experience on social media, fostering a sense of nostalgia, celebration and community around music. It underscores Spotify’s image as a personalized, data driven streaming services
- Pampers “Village country ” Campaign
This Pampers campaign established an online community for parts to connect and assist each other. Offering a platform for sharing experience, seeking advice and accessing parenting resources, it cultivated a supportive movement.
The campaign resonated with the parents’ valuing community and shared experiences, reinforcing Pampers’ as a reliable, parental ally and providing a valuable resource for their target audience.
- Old Spice’s “The man your man could smell like” Campaign
In 2010, Old Spice unleashed a tidal wave of charm with their “The man your man could smell like” campaign. Picture this: a dashing fellow showcasing everything a man could aspire to be. And oh boy, did it work! Sales soared by a whopping 107%, proving that humour is the secret sauce to success. Turns out it was the ladies who purchased most of the hygiene products and that’s why this campaign did wonders for Old Spice.
Conclusion
From small changes like logo replacement with something that evokes an emotive response to leaving it to your consumer base to create content for you that adds to your reliability, a successful marketing story can be based on any idea, however whimsical or simple it might sound. It’s all about what your target audience expects out of you and how well you can deliver it while also selling your product or service.
