If you don’t know what you’re doing, digital marketing campaigns can be hard to get noticed.
Nowadays we have access to a constant stream of information from multiple sources. This makes the role of a marketer challenging, but ultimately more rewarding. We are barraged with news, sales messages and feel-good photos from the moment we wake up. Ensuring your message is not only seen, but resonates, becomes almost impossible.
This is what makes stand-out digital marketing campaigns all the more impressive. Companies with their fingers on the pulse and with an acute sense of what appeals to their core market excel where others do not. Below, we have collated a few of the digital marketing campaigns we enjoyed most in 2017.
Heineken: World’s Apart
Today’s world is divided. We are encouraged to embrace secular views and build walls to keep Different out. That is why the Heineken: World’s Apart campaign achieved such success. By creating a real-life social experiment: putting people with opposing views in the same room with zero prior knowledge of each other provides fascinating content and proof there is far more that unites us than divides us.
The campaign ran predominantly on Facebook, achieving over 3 million views and 50,000 shares in month one alone. Creating such a powerful experiment designed to bring us together in fractured times clearly resonates.
Innis and Gunn: Sunshine on Ruari’s Room
Innis and Gunn are well known for their tongue-in-cheek approach to marketing. Remember the Grassmarket van? Their latest campaign, designed to reward the residents of Edinburgh every time it rained, saw a series of offline stunts amplified digitally across social media. Guerilla marketing spread cheery messages on pavements as the heavens opened. Note2: Could use a bit more detail about how. Billboards throughout the city sent optimistic messages to commuters.
The campaign took an unexpected twist, however, when a disgruntled young man, Ruari Kaylor, tweeted the brand to complain that their billboard was shining into his room, keeping him awake at night. With lightning speed, the company and their agencies went to work to make Ruari’s day, just as they had been trying to do for everyone in Edinburgh. Their social transaction saw them jokingly ask Ruari if they could change the billboard to read “Unexpected Sunshine in Ruari’s Room”. Which they promptly did, fulfilling their job of amusing Edinburgh.
Ikea and the Balenciaga Bag
We’re not exactly sure where the designer of Balenciaga’s Arena Extra Large Shopper got their inspiration from but we can take a few guesses and one of them is Ikea. The furniture giant agreed they were a fantastic muse and upon seeing social media mentions of the likeness to their own iconic Frakta tote had a bit of fun.
In true Ikea style, they released a guide on how to spot a Frakta fake which was then promoted across social media. The key to the success of the campaign was timing and bravery. The company have clear guidelines on what the Ikea personality looks like; their Scandinavian quirkiness means they can play with social media and their audience. By jumping on an opportunity in almost lightning speed, this digital marketing campaign generated not only mass-publicity for their own “real” bag but the suspicious looking Balenciaga “fake”. Balenciaga are yet to respond, but we can only imagine they are having a little chuckle.
The New York Times: The Truth is Hard To Find
Finally, we have to admire this bite-back digital marketing campaign from the New York Times. Having been characterised by Trump as a propaganda and fake news spreader, they constructed this simple yet compelling narrative using videos showcasing the hard work that goes into delivering the truth. The social videos were narrated by the videographers or photographers who captured the story with one saying, “I’m glad I take photographs that I feel are going to make a difference.” This, coupled with a striking series of sentences at the end shout louder than any caps lock twitter tirade.
Social media plays as just an important part of New York Times’ communications, just as it does to the POTUS, however both seed content that may be on opposite sides of the truth spectrum.
Online media, particularly social, plays an ever increasing role in our day-to-day lives. Creating campaigns that capture emotion, fun and poignancy all require expertise. To get your brand noticed, you need a strong creative team behind your campaigns and online strategy.
To find out how the team at Represent can help bolster your company’s online strategy, get in touch today.