You might be asking yourself: What does a marketing campaign mean? This is an action that is planned to achieve the marketing objective of a company. This could be to increase the recognition of a product or service, generate new income, or contribute to some type of change. Learn about the 23 best marketing campaigns.
On the other hand, an advertising campaign often influences us. Many times we use their style to generate an idea or be inspired by their product. Examples of this range from Nike’s slogan “Just do it” to “Got Milk” and Old Spice’s “man like your man could smell”. So, marketing campaigns have the power to reach a lot of audiences, create trends, needs, and define the market.
Now taking into account what has just been exposed, we present you the best 23 marketing campaigns of all time.
The 23 best marketing campaigns
1. American Apparel
A welcome email is one of the most popular and effective digital marketing campaigns that every business should use.
True to its simplistic style, American Apparel welcomes its subscribers with a simple email that focuses on what the subscriber wants to see:
the products and the discount, of course.
The 23 best marketing campaigns: 2. Mercedes-Benz
In 2014, Mercedes-Benz launched a campaign called #MBPhotoPass, where journalists, influencers, and members of the Mercedes-Benz team could create brand-related content using this hashtag. Furthermore, this campaign is still ongoing. It’s projected on the company’s social media as well as in the countries where it operates.
This strategy allowed the brand to relate to the lifestyle it represents through content from influential people in the sector.
Therefore, this company demonstrates how a brand could adapt its image to social media by listening to the public and offering them quality content. In this way, Mercedez Benz has created a product based on what consumers demand.
3. The Walt Disney Company
Disney uses social media very freely and we know that it has developed incredible campaigns. One of the most recent is one of the most successful.
This campaign was called #ShareYourEars and encouraged Disney fans to share their photos with the hashtag. So, for each photo shared, Disney would donate $5 to the Make A Wish Foundation, reaching $900.000 USD.
For this campaign, Disney followed an old rule of interaction: do not make the user change their behavior. This is because park visitors often share their selfies anyway, so adding a hashtag to them was easy.
Additionally, the campaign even exceeded Disney expectations. It ultimately garnered more than 200,000 shares from users, prompting Disney to raise its donation to $ 2 million.
The 23 best marketing campaigns: 4. IKEA
The iconic 200-page IKEA catalog no longer needs to be in the mailbox. Therefore, the company gave it a place where it can live other than the IKEA website itself. It transferred the print version to Pinterest.
This change aims to make the catalog more stable. Thus, IKEA has created a paid version by integrating a product survey on Pinterest to know the user’s preferences. With this version, you could create custom user dashboards or recommendation boards and products.
IKEA media project manager Kerri Longarzo said that they did not simply want to copy and paste what they already had online, which it’s their digital catalog. She also added: “Promotions in the past felt a little dated.
We were running out of ways to show the catalog to people online, so we were looking for something different. “
We base good marketing on knowing the audience. So Twix can check this box as its latest product tries to please its fans. Who wouldn’t want a Twix flavored coffee?
That’s what the brand thought. Because of this, they created the TwixMeltdown device that combines one of the public’s favorite daily habits with their favorite chocolate bar.
“Enjoying a TWIX® and coffee together felt like a natural pairing,” said Michelle Deignan, director of the TWIX brand. She also added: “It only seemed appropriate to provide consumers a way to combine the two (flavors)”.
This combination was a limited edition. The only way to get it was to follow Twix on Instagram following the official contest rules.
The 23 best marketing campaigns: 6. Nest
We wouldn’t classify Nest products as cheap or low budget, since, for example, its mattresses range between 900 and 1800 USD. However, the company wanted its products to be more affordable.
For this, they looked for something bold and innovative. They wanted something that would allow them to approach an audience with a different purchasing power. Thus, they introduced Flip, a mattress sold only on Amazon for a discounted price of $400.
According to Joe Alexander, CEO, and founder of NestBedding, this was the reason for such a strategy:
“There are many people who buy on Amazon, but It’smore a purchase of basic products. We want this to be introduced to the customer who may never find us because they are looking for a cheap bed and that isn’t really our brand. “
Today’s technology works wonders, and Domino’s excels at using it to drive record numbers of market share. Proof of this is that in the US, the company generates over 60% of its sales through digital channels.
Combining smart marketing with product development, the pizza delivery giant launched a loyalty program called “Points for Pies”.
During this campaign, the Domino’s app allowed customers to earn points for each scanned pizza, regardless of its origin. It also had the advantage of coinciding with the Super Bowl. It was valid for 12 weeks.
The 23 best marketing campaigns: 8. Brewdog
According to the World Health Organization (WHO), Sao Paulo is the Brazilian state with the highest number of deaths because of traffic accidents.
Likewise, drunk driving is the second cause of these deaths. Because of this, the advertising agency BrewDog created an awareness message that highlights the risks of drunk driving during the Brazilian carnival festival.
So, with the help of the Waze app, during the 15-day festival, the “Throwback Crash” campaign mapped 50 fatal crashes that occurred in previous years. Then, when the drivers clicked on an incident, they could see real media coverage of the fatality. Furthermore, it also showed a message saying, “Don’t let it happen again. Don’t drink and drive”.
Wilson Mateos, vice president of creation of the advertising agency, explained: “The idea was to first awaken their curiosity and then create awareness. It’s not a coincidence that the regions with the highest number of accidents related to alcohol are those with the highest flow of vehicles during Carnival (…)”.
To kick off Pride Month, Sephora celebrated LGBTQ, non-binary, and agender people with a video and beautiful message. The “Identify As We” campaign continues the WeBelongToSomethingBeautiful campaign, also launched by Sephora. Furthermore, influential people like artist Fatima Jamal and gender non-conforming model Aaron Philips offered their support for the “Identify As We” campaign.
The video is a beautiful journey that follows the cast as they do their make-up, drive, dance, hit the beach, and kiss, accompanied by Shirley Bassey’s “This is my life”. Likewise, to foster a greater sense of belonging within the beauty community, Sephora reported on Instagram:
“We are delighted to share our Identify As We campaign, which celebrates the transgender, non-binary community, and our long history of beauty together. As a company, we uphold a high and public set of standards around creating a welcoming space for each client”.
All stores in the United States closed for one hour on June 5 for a day of diversity training. This in addition of launching the new campaign and presenting a new manifesto.
The 23 best marketing campaigns: 10. Philips
Philips encouraged men to follow their instincts in a lyrical, fun, and emotional campaign that moves away from male stereotypes.
Hello men, it’s okay to express your feelings!
This campaign presents a contrasting image between the seemingly aggressive act of yelling and the reassuring words that reveal a multidimensional modern man.
In a press release, Philips noted that the campaign aims to improve men’s lives by allowing them to express their feelings.
According to the World Health Organization, 5.8% of Brazilians suffer from depression. However, dogs can help their owners regain their happiness. This is something Pedigree knows.
Because fo this, the company decided to spread the word on this through beautiful animated short for its new campaign “Brings it back”.
The campaign included a line of toys to look for prints with the words “love”, “happiness”, “life” and “hope”.
The sentimental short aims to raise awareness of the benefits of owning a dog. Thus, encouraging their adoption in a smart and moving way.
The 23 best marketing campaigns: 12th WeTransfer
For its new global brand campaign called “PleaseLeave”, WeTransfer highlights how its file-sharing service helps people to save time and do something creative.
This campaign aims at convincing people to spend less time on the Internet and more on pursuing their true selves. With this, the platform reminds us of how they help the creative community.
In a report made by the company, it was shown that online distractions often steal precious time that could be used to be creative. This was done through a survey where 10,000 creative industry professionals were questioned.
WeTransfer continues to build its business around its target audience by conveying a strong message. Thus, highlighting the company’s values of putting people first with its time-saving tools.
Airports can be boring for travelers and KLM knows this. Thus, they launched a new campaign that aims at avoiding this boredom through an innovative experience called “Take-Off Tips”.
These are cabins located at various airports around the world. In them, the traveler can connect with other travelers and exchange advice about their travel destinations.
Ed van Bennekom, creative director of DDB Unlimited, said this: “Many travelers get bored at the airport while waiting for their flight. With the Take-off Tips, we want to give them a more useful and memorable way to spend time”. He added: “This is a good KLM initiative on how we can combine stable ideas with innovation to show that we the number one brand on customer service.”
The company also created a short film that shows the conversations of travelers in the stands. Thus, sharing this experience with a wider audience.
The 23 Best Marketing Campaigns: 14 ° Kellogg’s
They may be the most iconic cereal packages in history, but one day Kellogg’s felt it was time to change them up a bit.
This change covered all of its cereal brands for the European market. This also makes up the largest redesign of the company in its 113-year history. Its new design uses a cereal bowl as a focal point. The name of each cereal is now in a smaller font. Likewise, its iconic characters are now at the bottom left.
The aim of this marketing campaign was to make the packages instantly recognizable. In fact, Kellogg’s study found that 70% of customers were able to find the new packages more easily. Thus, their purchase intent increased by 50%.
The new presentation gives the brand a clean and transparent appearance that adapts to the needs of the modern consumer.
According to the brand agency Landor, “the old packaging got confused among others and sent mixed messages, which meant that the brand was losing its identity”. The redesign seeks to focus on natural grains by including more information on the back of the package.
15 ° Tulipán
Companies do the best they can to raise awareness about certain topics in a creative way. In the case of contraceptive products like condoms, they tend to get very creative. Such is the case of the Argentine brand Tulipan.
This company created a creative condom package to highlight the importance of consent. Likewise, this product can only be opened with four hands, sending the message that “it takes two to dance the tango”.
A limited-edition of the packages was released to the public for free in the bars of Buenos Aires. The company also created a video that explains how this new product works.
The 23 Best Marketing Campaigns: 16th Whiskas
Cats and children are curious. So Whiskas, which relies on feline curiosity with pleasant touch, created its own digital assistant, MIA, only for children.
They designed the device in the shape of a cat, and it works with a motion sensor. Thus, when it detects that humans are close, MIA asks questions on various topics and offers multiple choice answers.
The company has also created a one-minute video to promote the concept of the device. This device is 3D printed and its use is only experimentally.
17th Burger King
Stereotypes are not always bad. Sometimes they can contribute to marketing. Burger King is proof of this by their release of a new modality aimed at the so-called “Silent Finns”.
They created the world’s first silent drive through the “Silent Pick Drive” in Helsinki. In it, customers can order and collect their orders in the restaurant with no verbal communication or waiting. Thus, creating a method that allows to speed up the ordering process.
Toni Flyckt, Marketing Director of Burger King Finland, expressed:
“It’s a bit of a stretch, but there is a truth behind it. Many Finns are reserved and shy people who don’t enjoy talking with someone unknown (…)” He also added: “We wanted to use that positive stereotype of our Finnish colleagues to create a new drive-thru service ”.
The 23 best marketing campaigns: 18. Spotify
Memes are the new, fun, and easy way to communicate and understand. They are the perfect way to communicate without saying much. That is why Spotify made them the star of their new global advertising campaign called “Everywhere”.
It uses the “Me, me too” format to show how the platform offers music for every mood. So with a few simple and smart ads, Spotify highlights playlists like Feel Good Dinner and Sad Indie.
The campaign features three video clips that combine songs with everyday moments. They aim the second part of this campaign at the young audience of this platform in different countries.
June Sauvaget, global head of consumer marketing and Spotify products, says:
“This multifaceted campaign sets the stage as we seek to deepen our connection with the people who already know and love Spotify.”
Marketing is very powerful, and Lego demonstrated it. This toy company launched Braille Bricks to help visually impaired children learn Braille through play. Compatible with existing Lego toys, these new bricks have studs that match Braille letters and numbers. Its design also allows sighted parents, teachers, and peers to interact with them.
In a video about the advantages of this new Lego product, Sue Lock, a teacher at New College Worcester, mentioned:
“Children don’t like to make mistakes, so if they are using a Braille machine, their mistakes are written there in a big way. Instead, kids love being able to do something and undo it if it’s wrong to do it again. This is the best of Braille bricks. “
The product is available in the following alphabets: Danish, Norwegian, English, and Portuguese. Additionally, French, Spanish, and German will be tested later to include them in the final collection. Likewise, Lego will distribute it for free to selected institutions.
The 23 best marketing campaigns: 20th Corona
Would you pay for a beer that you can get for free? Corona’s brilliant global “Pay With Plastic” campaign combines ocean preservation with a fun and effective approach. The company and ParleyForTheOceans joined forces to carry this campaign out. Thanks to this union, Corona celebrated the week of World’s Ocean Day.
The company placed recycling machines all around major cities. The users could exchange a plastic bottle for a free beer. In some countries, like Mexico, Spain, Italy, and Brazil, you could get a limited edition of its beer.
With each purchase, Corona and Parley promised to clean one square meter of a local beach. This encouraged people to sign up for beach cleaning operations during the summer.
21 ° Coca Cola
Romania is among the 10 unhappy countries in Europe. Because of this, Coca Cola launched a campaign with the hashtag #HalfFull. The purpose of this campaign was to focus the Romanians’ attention to their country’s positive news.
To do this, the company launched an innovative package. The special bottle, half full, shows positive news about Romania, and urges people to share its “half-full story”.
Regarding this campaign, marketing manager Iuliana Nedelcu commented:
“Optimism and positivity are at the heart of the Coca-Cola brand. We believe that this idea can have a real impact. Furthermore, the reactions and commitment to the campaign so far are a testament to its success. ”
Also, 200 bottles were sent to influential Romanians.
The 23 best marketing campaigns: 22 ° Diesel
The new campaign of this company, “Be a Follower” celebrates the world of social media as well as its fans and followers.
Influential people were the ones to carry out this campaign.
It consists of three videos where the influencers had the same difficulties as the people who wear Diesel Jeans.
The campaign also showcased the many life stories of the brand’s followers through print advertising.
The McDelivery Day campaign, launched in Singapore, got its inspiration from the symbol of a late night. With this, McDonald’s wanted to position its brand as a food solution for nights
In this regard, the creative director of the DDB Group, Chris Chiu, explained:
“We have all been up late for whatever reason. So no matter how late you are awake, McDeliverySingapore wants you to know that it will be there with you. “
Along with print advertising and specials of the day, McDonald’s also created an online short film that celebrates the Guardians of the Night. People who work hard in the most remote and forgotten corners of Singapore.
The 23 campaigns mentioned above are the best campaigns in history with which the most recognized brands have remained on the market.
Each maintains its essence over time and has kept its style.
However, each brand is differentiated by distinct types of marketing. Some use digital marketing, offline marketing, or 360 ° marketing.
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