Marketing campaigns can have a fantastic impact on the improvement of the brand of a company as they can capture some fundamental truths which remind customers of these campaigns long after they first started. Although there are a few companies that practice unethical marketing campaigns, to sustain long-term customers, clear and smart marketing campaigns always win.
What is the idea behind marketing campaigns?
The marketing campaign is a variety of activities used in marketing a changed or new product or service. Often, marketing campaign commercial uses various marketing channels and methods to get one centralized message across.
Nike: Just do it
In the earlier times, the product of Nike only catered to marathon runners. After the emerge of fitness craze, the marketing team of Nike took their chance to surpass their primary competition, Reebok. To do so, in 1980s Nike created their hit campaign commercial, “Just do it.”
The campaign worked as Nike was able to increase the sales to $800 million by 1988 and to $9.2 billion by 1998. The campaign was simple, short and sweet yet it motivated people while working out. Even today, people feel the same way. Don’t want to do 30 pushups? Just do it. Don’t want to hit the gym? Just do it.
Lesson: It is crucial to present your brand in such a way that makes it clear that you are there to solve your customer’s problems. It is necessary to find out the solution your product or a service is providing to your customers. Only by hitting the core issue with your marketing campaign commercial, you will be able to connect with your consumers emotionally.
2. Absolut Vodka: The Absolut Bottle
Despite the bottle of Absolut vodka having no definite shape, made itself most identifiable in the world. The campaign commercial “in the wild” which promoted print ads presenting bottles was not stopped from running for 25 long years because of its success among the customers. It has been recorded as the most extensive continuous ad campaign and consists of more than 1,500 different advertisements.
Before the campaign, Absolut vodka had only about 2.5% of the total vodka market. After the campaign reached to its customers, the vodka company was bringing in 4.5 million cases per year which were 50% of all imported vodka in the United States by 2000s.
Lesson: No matter how boring your product is, you must be able to communicate with your customers in an exciting way.
3) Miller Lite: Great Taste, Less Filling
Do you think it is easy to create an entirely new market for your services and products? The MillerCoors Company (previously Miller Brewing) dominated the new market with their light beer. The campaign “Great Taste, Less Filling” was supposedly getting real men to drinking light beer. The existing standard misconception that light beers cannot be as good wholly vanished after the company introduced commercials in which masculine male models drank their beers and declared that it was the most elegant drink ever. Although some called this unethical marketing campaign as it highlighted the consumption of alcohol, it did not affect the brand whatsoever!
Don’t do what everyone else is doing. If there is not much room for your product, create a category of your own so you can be the leader of it.
4) Volkswagen: Think Small
Volkswagen’s campaign commercial “Think Small” is a gold standard for many advertising and marketing professionals. It was created in 1960 by Doyle Dane & Bernbach (DDB), an advertising group. The campaign answered the question: How can people’s perception be changed about the product and also the entire group of people.
Americans have a history of buying big American cars. When 14 years after World War I ended, German cars were thought to have ruled American car market, but even then people were not buying smaller cars. Volkswagen advertisement played into the expectation of the audiences and never pretended to be something they were not. “You think I’m small? Yeah, I am”
Do not try to be something else with your products and services. Your customers will appreciate your honesty.
5) Dos Equis: The Most Interesting Man in the World
Most of you must know the man who is always surrounded by pretty women, the one who smokes Cuban cigars and not to forget, he ever is seen with Dos Equis beer. One of the key tools of an active campaign commercial for indulgent vices such as desserts, beer or any luxury items is to make it look cool. Dos Equis’s most interesting man in the world is the coolest advertisement guys to exist.
The impact of his statement at the end of very commercial makes it more considerable. He says, “I don’t always drink beer, but when I do, I prefer Dos Equis. Stay thirsty my friends.”
The hysterical hyperbole existing in the campaign commercial makes it extremely unforgettable the next time customers go out to get some beer. Recently, Dos Equis has replaced the most interesting man with a new advertising model. However, he is forever remembered by fans and continues to live on in the meme culture and liquor stores.
Lesson: Introducing a face to your product can be a good idea
6) California Milk Processor Board: Got Milk?
“Got Milk?” campaign by the California Milk Processor Board increases the sales of milk in California by 7% in just a year. The impact of it crossed state borders, and even today, you will find it difficult actually to escape the thousands of “Got ….?” parodies.
The campaign did not focus on people who were not drinking milk. It targeted consumers who already were drinking milk to make them appreciate the product more.
It is not always about creating a new market or getting a new set of audience for your services and products. Often, it is wise to convert your audience into your advocates and make proper use of marketing to make them understand the importance of your product and service.
7) Metro Trains: Dumb Ways to Die
To get across a clear message “No horsing around near the train tracks.”, Metro Trains of Melbourne, Australia came up with a song called Dumb Ways to Die which went viral online, getting 157 million views on Youtube since it first debuted in 2012. Instead of using the old warnings and announcement in the train station, Metro Trains came up with something unique that stuck around with people.
The song about dumb ways you could die or kill yourself gives the various situation in which you can die, for example, eating medicine that has expired or inviting a psycho killer to your house. It features a very catchy chorus that people could not stop humming to themselves: “Dumb ways to die, so many dumb ways to die.”
Towards the end of the video, you get to understand the moral of it. Although there are various dumb ways to die, the dumbest of them all is driving through the sign of railroad, crossing the train track or standing on the train station platform.
This was also called out by several as unethical marketing campaign as it gave options for suicide. However, more people liked how unique and creative the campaign was.
If the subject of your product or service is boring, be more creative to make sure that your message gets across.
8) Apple: Get a Mac
Out of many successful Apple campaigns, “Get a Mac” takes the cake. The ongoing debate between PC vs. Mac ended up being Apple’s most successful campaign ever. They experienced a straight 42% growth in their market growth rate in only its first year.The campaign lets the audience know everything about their product very cleverly without being over the top.
Lesson: Just because you have created a fantastic product does not mean you have to give every single detail about what your product does to the audience. It is always effective if you can explain your product to your audience in a language they understand so that they can picture themselves using the product.
Go Win Rai is the owner and founder of Crazy Media Design. He loves the infinite possibility in digital space and how it can make small fish look like a shark. He has spent years in learning and honing his digital marketing knowledge. His goal is now to make small businesses grow from zero to a superhero brand.