The Best Digital Marketing Campaigns
March 30, 2017
Article Overview10min read
Marketers are known to have a tunnel vision. With so many goals to achieve and so few hours in the day, you get into focus, and produce results. At the same time, you should take time out to become inspired by other marketers. The digital marketing industry is groundbreaking and fun. If you want to recharge your marketing batteries, here are some awesome marketing campaigns that you can read on, and get inspired by.
When Taco Bell first launched its mobile ordering app, it was a little behind its competition. It had a target of 2 million users and needed to step up. On 28th October, 2014, at midnight, Taco Bell turned off its social media accounts. It was a blackout, or so it seemed. The notice read, The New Way To Taco Bell Isn’t On Social Network. It’s #OnlyInTheApp. It was an innovative stunt that worked. Within 2 days, there were 300,000 downloads and overall the app achieved 2.6 million downloads. According to Lori Senecal, the President and CEO, the app worked because they created intrigue and curiosity through absence. Taco Bell got the attention it needed and the behavior they wanted.
The ALS Ice Bucket Challenge
The ALS Association started the ice bucket challenge with three men and a small push from social media. All three men had the degenerative disease and they wanted to get some attention, which in turn turned into a global phenomenon in 2014. The biggest names in the world took part in this challenge including Mark Zuckerberg, Huge Jackman, and Justin Bieber and created 17 million videos. Most importantly, the challenge raised $220 million for the ALS Association.
It worked not because of some complex science, but because it was fun to do and fun to watch. It turned out to be a great way to approach something as serious as degenerative disease.
Nike’s World Cup campaign in 2014 was titled Risk Everything. It was accompanied by an animated video lasting 10 minutes called the Last Game. The video featured the best soccer players in the world. It became the second most viewed ad and Nike’s social media account increased its followers by 6 million. It worked because the brand aligned with its fans. And every aspiration of a fan is the hope their favourite player or team would inspire amidst the pressures of the game.
Leo Burnett put out a film where they asked girls, boys, men and women to perform certain actions like a girl. It reinforced female insecurities to somehow not feel good enough, or as good as men. However, the video showed actions to be empowering, and it ended up being shared on social media by celebrities all over the world. It was even supported by strong female influencers like Melinda Gates. It worked because the light shone on a girl’s struggle with confidence.