Who Wore It Best: Marketing Campaigns Edition
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Who W ore It Best? Marketing Campaigns Edition
Transcript of Who Wore It Best: Marketing Campaigns Edition
Who Wore It Best?
Marketing Campaigns Edition
Marketing is fun because we can get creative.
But no marketer is exactly alike …
But no marketer is exactly alike …
So no campaign is identical either.
Every campaign has a different voice, look, feel, and message.
Because of these differences, we remember some campaigns forever …
And others we’ll forget by the next day.
We wanted to learn why we like some marketing strategies more than others by putting some of the best to the test.
We’ll choose a winner to see how real-life campaigns stack up side-by-side based on quantitative results, social impressions, and brand awareness.
It’s time to play: Who Wore It Best? Marketing Campaigns Edition.
VIRAL VIDEO CAMPAIGNS. 1
WestJet Airlines gives Christmas presents to
unsuspecting passengers.
United revisits their Fly the Friendly Skies
campaign.
Virtual Santa asked passengers what they wanted for
Christmas.
Virtual Santa asked passengers what they wanted for
Christmas.
WestJet employees scrambled to
purchase, wrap, and label all of the gifts
during the flight.
Virtual Santa asked passengers what they wanted for
Christmas.
WestJet employees scrambled to
purchase, wrap, and label all of the gifts
during the flight.
Presents addressed to passengers came
out at baggage claim.
Virtual Santa asked passengers what they wanted for
Christmas.
WestJet employees scrambled to
purchase, wrap, and label all of the gifts
during the flight.
Presents addressed to passengers came
out at baggage claim.
19 million views in the first week.
Old Spice’s Man Your Man Could Smell Like viral
video campaign.
OfficeMax’s annual Elf Yourself campaign for the
holidays.
Isaiah Mustafa created a series of viral videos based on consumer
ideas.
Isaiah Mustafa created a series of viral videos based on consumer
ideas.
236 million YouTube views and 80,000
Twitter followers in 2 days.
Isaiah Mustafa created a series of viral videos based on consumer
ideas.
236 million YouTube views and 80,000
Twitter followers in 2 days.
Facebook Interaction increased 800% with
the personalized videos – more than 1.5 million Facebook Fans now.
Sales figures increased by 107%.
Isaiah Mustafa created a series of viral videos based on consumer
ideas.
236 million YouTube views and 80,000
Twitter followers in 2 days.
Facebook Interaction increased 800% with
the personalized videos – more than 1.5 million Facebook Fans now.
Google Glass YouTube campaign follows Glass
Explorers on their journey.
Samsung Galaxy Gear video campaign shows evolution
of technology.
Samsung compares Galaxy Gear watch to
old movie and TV clips, showing how
advanced the tech is.
Samsung compares Galaxy Gear watch to
old movie and TV clips, showing how
advanced the tech is.
3 million+ YouTube views for “Long Time
Coming.”
16 million+ YouTube views for “Evolution.”
Samsung compares Galaxy Gear watch to
old movie and TV clips, showing how
advanced the tech is.
3 million+ YouTube views for “Long Time
Coming.”
Samsung aptly explained why the average consumer
would want its smartwatch.
3 million+ YouTube views for “Long Time
Coming.”
16 million+ YouTube views for “Evolution.”
Samsung compares Galaxy Gear watch to
old movie and TV clips, showing how
advanced the tech is.
INTEGRATED CAMPAIGNS. 2
Pepsi’s Refresh Everything community-driven charity initiative.
Coca-Cola’s Recycling King partnered with Facebook
Places to encourage recycling in Israel.
Campaign asked consumers to submit
ideas to revitalize their community and awarded them grants for projects.
Campaign asked consumers to submit
ideas to revitalize their community and awarded them grants for projects.
Fostered two-way communication with the
customer.
Campaign asked consumers to submit
ideas to revitalize their community and awarded them grants for projects.
Fostered two-way communication with the
customer.
6 million visits to Refresh
Facebook Page.
Campaign asked consumers to submit
ideas to revitalize their community and awarded them grants for projects.
Fostered two-way communication with the
customer.
6 million visits to Refresh
Facebook Page.
700+ video
submissions, 4 million views, and 100,000+ submissions via text.
American Express launched campaign urges small
business purchases on the Saturday after Black Friday.
Visa launched a stealth campaign urging
Consumers to use their Visa for small purchases.
Small Business Saturday launched in 2010,
advising consumers to shop support local shops
on the Saturday after Thanksgiving.
Small Business Saturday launched in 2010,
advising consumers to shop support local shops
on the Saturday after Thanksgiving.
Secured 1.2 million likes on Facebook in 1 month.
Small Business Saturday launched in 2010,
advising consumers to shop support local shops
on the Saturday after Thanksgiving.
Secured 1.2 million likes on Facebook in 1 month.
Small businesses earned $5.5 billion in sales in
2012.
Small Business Saturday launched in 2010,
advising consumers to shop support local shops
on the Saturday after Thanksgiving.
Secured 1.2 million likes on Facebook in 1 month.
Small businesses earned $5.5 billion in sales in
2012.
In 2011, U.S. Senate
recognizes Small Business Saturday as an
official holiday.
Google Chrome launched “For Everyone” campaign.
Microsoft relaunched Internet Explorer as the “Browser You
Love(d) to Hate.”
Nostalgic campaign playing on how far
Internet Explorer has come over the past
few years.
Nostalgic campaign playing on how far
Internet Explorer has come over the past
few years.
Included pop culture references to connect to its target audience.
Nostalgic campaign playing on how far
Internet Explorer has come over the past
few years.
Included pop culture references to connect to its target audience.
47 million+ views on YouTube videos.
Nostalgic campaign playing on how far
Internet Explorer has come over the past
few years.
Included pop culture references to connect to its target audience.
47 million+ views on YouTube videos.
Integrated across
platforms, including social, mobile, video,
and out-of-home.
WEBSITE CAMPAIGNS. 3
Spotify launched an interactive website showing music preference statistics.
Facebook launched a “Year in Review” campaign which included user history and
trending topics.
Click here
“Year in Review” showcased top music moments, songs, and
trends from 2013.
“Year in Review” showcased top music moments, songs, and
trends from 2013.
Combined trends with personal history to give
a comprehensive overview of the year.
“Year in Review” showcased top music moments, songs, and
trends from 2013.
Combined trends with personal history to give
a comprehensive overview of the year.
Allowed Spotify users generate their own year
in review.
Allowed Spotify users generate their own year
in review.
“Year in Review” showcased top music moments, songs, and
trends from 2013.
Combined trends with personal history to give
a comprehensive overview of the year.
24 million active users streamed more than 4.5 billion hours of
music in 2013.
Heineken Star Player game allowed Champion League fans to place real-time bets.
Coca-Cola launched ahh.com, an online gaming experience.
Coke created an online gaming campaign with
games and experiences for the teen market.
Coke created an online gaming campaign with
games and experiences for the teen market.
Average time spent per domain is 2 minutes, 20
seconds.
Coke created an online gaming campaign with
games and experiences for the teen market.
Average time spent per domain is 2 minutes, 20
seconds.
60+ subdomains and 70% of traffic is organic.
60+ subdomains and 70% of traffic is organic.
Coke created an online gaming campaign with
games and experiences for the teen market.
Average time spent per domain is 2 minutes, 20
seconds.
5 million consumers have visited the ahh.com URLs.
Microsoft released a report on how the corporation is
fighting cyber-crime.
New York Times released “Snow Fall” story with
innovative website design.
Helped to evolve digital
journalism by telling a story in a new and
engaging way.
Helped to evolve digital
journalism by telling a story in a new and
engaging way.
Got roughly 18 million page views.
Helped to evolve digital
journalism by telling a story in a new and
engaging way.
Got roughly 18 million page views.
22,000 visitors at the peak of the launch.
22,000 visitors at the peak of the launch.
Helped to evolve digital
journalism by telling a story in a new and
engaging way.
Got roughly 18 million page views.
Incorporated several multimedia tactics on
the webpage, including video, animation, and storytelling.
SOCIAL CAMPAIGNS. 4
Lowe’s “How-to” Vine campaign repurposed on
Facebook.
Home Depot’s Tumblr-based #LetsDoThis campaign used on
other social accounts.
Lowe’s launched a social media campaign called “Fix in Six” focused on showing quick fixes on
Vine.
Lowe’s launched a social media campaign called “Fix in Six” focused on showing quick fixes on
Vine.
16,500+ engagements on Facebook.
Lowe’s launched a social media campaign called “Fix in Six” focused on showing quick fixes on
Vine.
16,500+ engagements on Facebook.
3,000 shares on Vine.
3,000 shares on Vine.
Lowe’s launched a social media campaign called “Fix in Six” focused on showing quick fixes on
Vine.
16,500+ engagements on Facebook.
Lowe’s had better success on social
media on more relevant channels for
their audience.
Starbucks’ “Tweet a Coffee” allows you to give a friend $5
for coffee through Twitter.
On National Cat Day, Uber brings kittens to
the masses and offers chance for adoption.
Since its inception, 27,000 fans have used
the program so far.
Since its inception, 27,000 fans have used
the program so far. Prompted about $180,000
in purchases.
Since its inception, 27,000 fans have used
the program so far. Prompted about $180,000
in purchases.
34% of users bought multiple gift cards, and 32% of the purchases
occurred on the first day.
34% of users bought multiple gift cards, and 32% of the purchases
occurred on the first day.
Since its inception, 27,000 fans have used
the program so far. Prompted about $180,000
in purchases.
Starbucks has linked 54,000 users Twitter IDs to their mobile phones
and customer IDs.
Downy used to “Bring out the #SoftSide” of life with hard,
everyday situations.
Tide partnered with NFL players to post
pictures that capture colorful moments.
One player per NFL team is the Tide Color Captain and in charge
of posting personal pictures to Twitter.
One player per NFL team is the Tide Color Captain and in charge
of posting personal pictures to Twitter.
@TideNFL has 1,030 followers and tweets at
fans with #ourcolors.
One player per NFL team is the Tide Color Captain and in charge
of posting personal pictures to Twitter.
@TideNFL has 1,030 followers and tweets at
fans with #ourcolors.
1,076 posts on Instagram with #ourcolors.
1,076 posts on Instagram with #ourcolors.
One player per NFL team is the Tide Color Captain and in charge
of posting personal pictures to Twitter.
@TideNFL has 1,030 followers and tweets at
fans with #ourcolors.
Tide was strategic by using an existing
partnership to create a social
media campaign.
Learn more about running your own inbound marketing campaign.
