Let’s bid goodbye to 2022 and welcome 2023 with open arms. 2022 was a year full of roller coaster rides where one could experience the post-covid phase and enjoy it the most. While one could figure out several changes that took place during this time, one thing which was constant all this time was the dependency of viewers on online shopping.
One can’t ignore the significant role that the online market has played for us during covid time and how it still seems to have the same importance. Having said that, businesses have started focusing on going aggressive with it and bringing digital marketing into play. While we all enjoy looking at online platforms, some campaigns created an impact and persuaded the viewers to obtain credible customers. Let’s get started and explore these digital campaigns of 2022.
Adobe – Create What’s True To You
2022 was all about stepping into the world of technology, where one can create a reality without giving it much thought. This is the same concept that Adobe had in mind while launching its “Create What’s True To You” campaign. This was initiated in collaboration with Billie Elish, who takes the audience through her creative journey and focuses on how one can create their own reality.
The campaign targeted Genz and millennials who prefer to use photoshop, illustrator, creative cloud etc. The target was to make more people aware of Adobe Creative Cloud entertainingly and simply.
Due to the charm it throws on today’s generation; this campaign has made it to the top of 2022.
Learn what your target audience wants
Keep the campaign as simple and crisp as possible
2.IKEA- Pinterest Quiz
In a time where everyone is looking for “quick solutions”, IKEA eagerly wanted to become a part of it. Instead of proposing heavy catalogue designs to its users, IKEA chose to utilise the power of social media.
Ikea collaborated with Pinterest and curated a customised and shoppable catalogue. The quintessential part was that people could answer the questions per their preference and enjoy a personalised catalogue.
Choose a platform relevant to the campaign.
Understand the customers
Keep it crisp and simple
3. Spotify – Everywhere
This generation is all about engaging and entertaining content. When we say that, memes win the first prize. Memes have been in the trend recently, and Spotify didn’t afford to miss this trend. With its “Everywhere” campaign, where people could find relatable memes in the format of “Me, Also Me”, it went viral to the next level.
The message behind the campaign was to deliver that they have music for all moods, and that’s when it clicked with everyone.
Adapt with your customers
Speak their language
Make them feel comfortable in the way they want
4. Pepsi- Better With Pepsi
We all look for things that complement each other. Be it in daily lifestyle or food; this is when Pepsi came into play and collaborated with major players like McDonald’s, Wendy, and Burger King. It promoted the concept that fast food opted by consumers works the best when having Pepsi. The aim was to evade the rivalry brand coca-cola from the market and create a psychological impact on customers so that they choose Pepsi whenever they buy a burger, pizza etc.
Understand your competitors
Offer a twist to the neighbouring companies
Bring the best to your customers.
5. Guinness – Welcome Back
Nothing works better than evoking the genuine emotions of the customers. This is what Guinness picked as the campaign's primary target, and we can’t think of any better one than this. While COVID locked us in the room, we all were thinking about heading out to our favourite place, having that drink and creating unforgettable memories with our friends.
Guinness came with a short video that made the “outing” sound like nostalgia while slowly integrating their brand into it. It felt relatable to almost everyone around and brought a huge impact.
Understand what your consumers feel
Make it relatable to the audience
Keep it simple
6. Duolingo’s TikTok and Social Media Strategy
Sometimes stepping out of your brand language and creating a campaign makes sense. Duolingo did this by focusing on Dua Lipa and creating engaging content. Duolingo’s owl can be seen practising Dua Lipa’s songs and creating exciting content that made it go viral on tik tok.
Choose the right platform
Step out of your comfort zone
7. Dove’s Video Marketing’ Reverse Selfie’ Advert
The definition of beauty has started to change for all of us. From complimenting filtered images on social media to deleting all “not-so-beautified” images, we live in a delusion. This is one thing that Dove could observe in girls of the age-group 12-15, and it thought of bringing this in limelight.
It created a powerful video where a young girl gets ready, poses for social media and later returns to reality. Slowly, people started noticing the adverse effect of it, and this has become the point of conversation for everyone now!
Offer what society wants
Tap the right kind of audience
8. Reddit’s Brand Awareness Super Bowl Advert
Sometimes mistakes can make you go viral, which is how Reddit played. In a super bowl event where everyone has eyes on the occasion, Reddit turned it around by playing a shot video where horses were galloping, and then the screen went away. People didn’t understand what happened and thought it was a mistake. To confirm it, they all went to Twitter to check it out, and that’s when Reddit hit more than 4 Lakh views.
Tap the active audience
Let people come to you first.
Social Media Campaigns That Hit The Spot
With 42% of people around the world spending longer hours on social media since the start of the pandemic, there's no better platform to connect with customers than social media. So, it wasn't surprising to see the global social media ad spend jump to 56.4% in Q3 2020.
Here are some digital marketing campaigns that leveraged the massive potential of social media to connect with audiences and were able to resonate with the current situation and customer sentiments.
Netflix - Wanna Talk About It?
Today, Netflix is synonymous with entertainment, but the brand never shies away from pushing a relevant social commentary through its campaigns.
Their Instagram live series, "Wanna Talk About It?" puts the spotlight on the mental health struggles of people in the ongoing crisis. It's a tough time for everyone, including viewers and consumers of Netflix's services. By featuring helpful Q&A's with mental health experts, the brand showed they understand their audience and their problems. But most importantly, it shows they care. Studies have found that brands that treat customers with empathy and care get loyalty and revenue in return. So, it is likely that people who have received some help from this campaign have more reasons to be loyal Netflix users long after the pandemic has passed.
Meaningful conversations and extending help in innovative ways are great ingredients for creating memorable digital marketing campaigns, not just for Netflix but any business that wants to connect with people in a more personal way. If your campaign can boost customer loyalty and brand image while solving people's problems, it's a win-win!
Hello BC - #ExploreBCLater
The travel industry has been one of the hardest hit this year, with social distancing and lockdowns confining people to their homes and travel plans going south. In the face of such adversity, brands have often been known to get aggressive with their marketing. Hello BC, a provincial tourism authority from Canada showed us how to remain relevant and on top of customers' mind despite a rough season.
Their #ExploreBCLater campaign joins the spirit of social responsibility in the face of a global pandemic, encouraging people to put a pause on their travel plans and stay safe at home. And with that, it managed to push a responsible message while also keeping audiences interested in BC as a travel destination.
The #ExploreBCLater campaign was also a spin on the brand's popular hashtag, #ExploreBC, which helped them build on their existing brand recognition. A brilliant way to capitalize on the success of an older campaign.
Influencer Marketing Campaigns That Influenced the Most
With consumers finding themselves struggling with the complexities and uncertainties of the pandemic, this year offered brands a huge opportunity to showcase their human side, helping them connect with their audiences on a more personal and authentic level. Though many dialed back their marketing initiatives, including influencer partnerships, nearly 80% influencers reported higher engagement rates.
We've picked these inspiring influencer campaigns that allowed organizations to leverage familiar faces and relatable personalities to put forth positive and hopeful messaging.
WHO - #SafeHandsChallenge
Right in the initial days of the pandemic, WHO launched a campaign to promote the importance of hand hygiene against COVID-19. To spread the message far and wide, the organization partnered with some of the biggest celebs, politicians, and well-known personalities from around the world. DG Ghebreyesus, the Director-General, WHO, kickstarted the campaign on Twitter, nominating sports stars Roger Federer, Cristiano Ronaldo, and Virat Kohli. The campaign hearkens back to 2014's ALS Ice Bucket Challenge, which turned out to be one of the most successful social campaigns of all time.
The key lesson to learn here is: simplicity wins. The message was clear, while the low-barrier approach in both of these digital marketing campaigns contributed to their success. Plus, making those who impact your audience's everyday life a part of the campaign, makes it easier to connect with them.
Proctor and Gamble - #DistanceDance
In March 2020, the consumer goods giant partnered with TikTok sensation Charli D'Amelio to inspire people to stay at home and practice social distancing to prevent the spread of coronavirus.
Through the hashtag #DistanceDance on D'Amelio's channel, the brand urged TikTok users to film their own dance videos with the campaign hashtag, as P&G, the government of Ohio, and TikTok donated to the cause of Feeding America and Matthew25 for each of the first 3 million videos.
To say that the campaign took off would be a massive understatement as the campaign garnered over 8 billion views and 1.7 million iterations in the first week itself, with major celebrities, sports teams, and influencers becoming a part of it.
If there's one thing that the success of #DistanceDance shows; it is the importance of knowing where your audience is and utilizing the platform to drive your messaging.
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