Within
digital marketing campaigns, companies can use a number of digital strategies
to aid the success of a campaign. As social media and viral marketing is ever growing,
companies can use social media marketing to use with a campaign. For a number
of successful campaigns in 2017, a social media platform was used in
conjunction with the campaign. A company will often use Facebook to post
adverts or Instagram to post a picture with a hashtag. This spreads the
awareness of the campaign as it has the tendency to go viral.
Storytelling can also be an
effective digital marketing strategy. Often, consumers want to know more about
a brand and what they stand for. A story has the ability to communicate the
brands message with its customers. If done correctly, a story can evoke
compassion, while also addressing customer needs.
For certain types of
companies, particularly beauty and fashion brands, will use online PR to promote
their products. Often companies will send an influencer on YouTube or Instagram
a foundation or a pair of shoes etc., and will pay them to sponsor their
product on their posts. This can be very effective for their campaigns as there
are many influencers with substantial followings that can have a huge impact on
the sales of a product.
Often there have been times when a popular YouTuber has
recommended a product and that said product can result in being sold out in
stores, e.g. the Tarte Shape Tape concealer was a prime example of this.
1. One example demonstrated
this year was made by Heineken. Their “Open Your World” campaign was one of the
most influential social campaigns of 2017. Heineken set out to achieve what the
Pepsi Ad failed to do. This campaign used political differences and extracted
the humanity from behind them.
The campaign involved people from all
political sides, e.g. Feminists, climate change activists etc., and put them
into team building activities, with a set of questions to ask one another.
After the team building activities, both people in their duos revealed their
political outlooks. The duos then both had a Heineken and debated over their
differences. During the campaign, Facebook was used predominately as their
social platform. The campaign was a success as in only days after its release,
the YouTube video was viewed 3 million views and 50,000 shares in the first
month.
2. Another example was H&M’s “come together” was
successfully completed by the retailer at Christmas of 2016. The campaign was
hailed as the UK’s most successful Christmas advert of 2016 with approximately
over 5 million views on YouTube.
This campaign proved that genuine creativity can
create something innovative and effective without having to use elaborate
technology trends. H&M hailed one of the top Hollywood directors, Wes
Anderson to shoot an advert alongside one of the stars of his movies, Adrian
Brody. By directing this campaign in the style of Wes Anderson’s films, a
connection with consumers was instantly made.
Through this campaign, H&M
were able to stand out in comparison to other adverts of the year, by hiring a
top Hollywood director and enabling him to have free will over the campaign
rather than sticking to brand suggestions. This campaign was a huge success in
2016 as it crushed the competition for Christmas adverts.
3. “Lidl Surprises” again was
an innovative campaign that combined both digital marketing and traditional
marketing to deliver a campaign that tackled consumer’s needs and concerns head
on and managed to satisfy them.
Within this campaign, Lidl had one
task only, which was to ensure customers had no worries as to where the food
stocked by Lidl was local and fresh. To do this they didn’t create loose tag
lines that sound appealing in terms of advertising but didn’t mean anything to
any regular consumer. Instead of this, they publicized negative criticism they
received and posted it to social media.
Lidl eased consumer’s fears of where
their produce came from by unveiling to them where the source of it was. As a
result, Lidl managed with honesty and good intentions showed suspicious
customer’s that they don’t need to worry about the produce that Lidl stock on
their shelves. The campaign was a massive success for Lidl as using both social
media and TV enhanced the overall customer satisfaction by ceasing their
worries. Lidl managed to step out of the traditional marketing strategies and
outdoing their competition.
4. In 2017, Gucci produced an
innovative campaign dubbed as “humour” that incorporated current social media
trends in order to target a specific demographic. Within this campaign, Gucci
aimed to target a particularly younger generation, who wouldn’t be able to
afford their products just yet, in order to increase their brand awareness.
The campaign centered on Instagram
with the aid of a microsite to provide supplementary information. Primarily the
campaign was based on the hashtag #TFWGucci (That feeling when Gucci) which was
created around the popular phrase from social media “That feeling when” which
was then accompanied by a humorous image that was linked back to a Gucci
Product. By mimicking already created memes, Gucci had the ability to explore a
popular social media trend and in turn target younger audiences to raise brand
awareness.
The photos on Instagram accumulated over 2 million likes and 21
thousand comments. As a result, this campaign proved to be a success as Gucci
were able to improve their brand awareness and improved their social media
platform.
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