When a marketing campaign can inspire customers to change attitudes, capture nostalgia or get the audience really thinking – then we think they’re pretty successful!
Here are just five companies that have had a particular impact on us and have effectively marketed to their targeted audience.
Dove Campaign for Real Beauty
How did a soap brand get people worldwide thinking about the narrow definitions of beauty?
Perhaps one of the first few major companies that truly embraced all types of bodies, Dove made strides with its campaign for “Real Beauty”.
In the early noughties, Dove began looking for a new way to revive the brand. Their PR agency created a study of more than 3000 women across 10 countries to try and discover how they were feeling. It was reported that just 2% in that survey saw themselves as beautiful and thus an idea was born.
This campaign kickstarted the discussion on society’s notions about female beauty. It went beyond looking for the “perfect” body and instead asked women to look at what attributes they had that already made them beautiful.
Dove’s first steps in included “Tick Box” billboards and people could text their vote to a listed number, and the percentages appeared next to the image on the billboard. This led to 1.5 million visitors to the website.
A few months later, Dove launched a billboard campaign that featured groups of diverse women in their underwear. See video below:
“Would I say it’s changed the world? No,” said Nancy Vonk, one of the creative team, who worked on the campaign from its outset. “Would I say it’s had an impact? Yes.”
Guinness Christmas Campaign
If you ask any Irish person what ads they associate with Christmas then Guinness is bound to be mentioned somewhere. Even those who weren’t even of drinking age can imagine the black gates of St James, that familiar seasonal music, and the images of snow taking over Ireland.
Even those who weren’t even of drinking age can imagine the black gates of St James, that familiar seasonal music, and the images of snow taking over Ireland. That’s pretty special if your marketing team has managed to tie the biggest holiday of the season with a brand!
Its simplicity and reliance on the homely whisperings of the season are what makes this campaign particularly successful. It targets the IRISH audience. They KNOW their audience.
Coca Cola “Share a Coke” Campaign
This global campaign in the mid-2010s for Coke focused in on using people to push the campaign. Replacing the Coca-Cola from the front of the bottle with the person’s name, the brand used a list containing 250 of the country’s most popular names.
It rolled out to over 80 countries and in Australia, it estimated that the consumption of adults increased by 7% (and 2% in the US). It received multiple awards at the Creative Effectiveness Lion Awards in Cannes and in 2015 they increased the number of names to 1000!
As a slight change (and to maintain relevance), Coke added other phrases and nicknames to the mix like “bro” and “sidekick”, as well as favourite holiday spots like Hawaii.
The success of this campaign tied in with User Generated Content, where people would scour shops looking for their names and share images online of their successes.
The Old Spice Guy
Old Spice was once largely regarded as an “old man” scent but now it’s one of the best selling brands in among young men worldwide! Why? Great marketing.
With a brilliant tongue-in-cheek campaign, the campaign saw Old Spice Guy Isiah Mustafa striding around shirtless armed with clever quips and a witty script.
By utilising self-awareness and consumer interaction, it was one of the very first campaigns that took over social media. The brand gained 107% increase in short term sales.
The new campaign featured the Old Spice Guy posting personal video responses to fans online in real time. In the end 186 personal video messages to fans with just two and half days of production for filming. It became one of the fastest growing online interactive advertising campaigns in history.
You can read a more in-depth case study of the campaign here.
Road Safety Authority
Relying on the hard-hitting reality of road incidents, the RSA has done fantastic work over the years on showcasing the importance of safety. Their campaigns, many of which are heartbreaking, is a tough thing highlight
Looking at the graph above, since airing their Crashed Lives campaign, 3 in 4 motorists have been more likely to adopt at least one of the positive behaviours when planning a social outing that might include the consumption of alcohol.
You can find out more about their campaigns here.
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