These are 3 of the best marketing campaigns of all time.
There will always be those marketing campaigns that will stick in your brain, whether it’s because it brings back fond memories like the Oxo adverts or they are a little more controversial like United Colours of Benetton, some campaigns just work.
Check out 5 of the best marketing campaigns of all time and why they have been so successful:
- Dove’s Real Beauty Campaign
“Imagine a world where beauty is a source of confidence, not anxiety.”
We are constantly presented with images of unobtainable beauty on a daily basis, and that’s why Dove’s “Real Beauty” Campaign became such a hit. This simple approach allowed you to see real people promoting a brand that you use on a daily basis giving it a sensitive and meaningful approach.
As part of the campaign they created Real Beauty Sketches campaign. This focused around a social experiment in which an FBI-trained sketch artist was asked to draw a female volunteers twice: First, as each woman described herself and the second time, as a random stranger described her.
The images that were drawn were completely different, and Dove accompanied this finding with a compelling statistic that only 4% of women around the world consider themselves beautiful.
The results? The different videos showing Dove’s sketches were viewed more than 114 million times, shared 3.74 million times, uploaded in 25 languages, and seen in 110 countries. The PR and blogger media impression amounted to over 4 billion. It clearly resonated with their audience — and people were touched both by the ads and by the statistics Dove used to back up their message.
- Old Spice: The Man Your Man Could Smell Like
Viral parodies are a sure fire way to get you noticed and the Old Spice advert was no exception (You can view the advert here if you can’t remember it: https://youtu.be/owGykVbfgUE)
Released in 2010, this video now has over 52 million views as this is written, and has spawned other videos which include the “Old Spice Guy”, Isaiah Mustafa, who gained the nickname from this ad.
Old Spice’s marketing team continued to capitalize on the popularity of the video by creating an interactive video campaign through social media with the Old Spice Guy responding to comments in short videos.
In about two days, the company had churned out 186 personalized, scripted, and quite funny video responses featuring Mustafa responding to fans online. According to Inc, these videos saw almost 11 million views, and Old Spice gained about 29,000 Facebook fans and 58,000 new Twitter followers.
- The Blair Witch Project
In 1999, a low budget movie about 3 people lost in the woods was created. Shot entirely on handheld camera’s, the horror movie was pretty basic, that is apart from the amazing marketing campaign that accompanied the film.
Grossing over $250 million, the low budget movie was able to make such a killing at the cinemas due to the imaginative marketing campaign. Predating Facebook, Twitter and other social media sites, this campaign could arguably be called the first viral social campaign, the team put together ficticious footage of the three main characters, wrote in online message boards and put out low budgets adverts to make people believe that they were lost, and the legend on the Blair Witch was true!
Until next time,