Marketing is the soul of every business that wants to thrive. It encompasses everything that goes into ensuring that the product or service you offer gets to the right people. There is no one-size-fits-all approach to marketing, neither are there perfect marketing campaigns. Rather, the best campaigns are those that have been thoughtfully created and adapted to suit individual business goals and target audiences.
In 2020, we saw numerous marketing campaigns that have taught us valuable lessons as marketers and business owners. Let’s explore some of the top marketing campaigns of the year, the lessons learned and best practices.
1. Burger King – ‘Moldy Whopper’.
Burger King’s ‘Moldy Whopper’ campaign aimed to change the perception of their brand by highlighting the freshness of their products. The campaign featured a time-lapse of a moldy Whopper to illustrate that their burgers contain no preservatives. The campaign went viral on social media and generated a lot of buzz around the brand. The lesson learned here is that honesty, transparency, and making your product the hero of your campaign can significantly boost your brand image.
2. Airbnb – ‘Live There’.
Airbnb’s ‘Live There’ campaign was aimed at promoting local experiences. The campaign made use of user-generated content, providing a glimpse into the lives of locals. The adverts showcased the experiences that tourists could have if they lived like locals, rather than just visiting as tourists. The lesson here is that connecting with your audience on an emotional level can be a powerful tool in driving engagement and increasing brand loyalty.
3. Apple – ‘Privacy on iPhone’.
Apple’s ‘Privacy on iPhone’ campaign focused on highlighting the unique security features of their iPhone. The campaign was an excellent example of product marketing that focuses on what sets a product apart from its competitors. The lesson here is to play to your strengths and show why your product is the best on the market.
4. Nike – ‘You Can’t Stop Us’.
This campaign was launched amid the COVID-19 pandemic and aimed to inspire and motivate people. Nike’s ‘You Can’t Stop Us’ campaign was a powerful reminder of the potential of sport to bring people together, even in the midst of a global crisis. The lesson here is that emotional marketing can build a powerful connection with your audience and create a sense of unity that can enhance brand loyalty.
1. Be honest and transparent about your product or service. Highlight what sets it apart from competitors.
2. Connect with your audience on an emotional level. Show them that you understand their needs and values.
3. Use user-generated content to create authentic experiences that resonate with your target audience.
4. Play to your strengths, and show why your product is the best on the market.
5. Embrace the power of digital marketing tools, including social media and video marketing.
6. Be creative, innovative and don’t be afraid to take risks.
In conclusion, the marketing campaigns of 2020 taught us valuable lessons on what makes successful marketing campaigns. By focusing on authenticity, emotional connection, product differentiation, and creativity, businesses can create powerful campaigns that resonate with their target audiences and drive engagement.