Running out of creative marketing ideas for your digital campaigns? Then this post is for you. Read on and get your inspiration for fresh, out-of-the-box digital campaigns that will sweep your audience off their feet. Here are 16 examples that we loved this year (in no particular order)!
Thanks 2016, It’s Been Weird
With 2016 coming to a close, Spotify took this opportunity to launch its largest global out-of-home and online campaign-ever. It spanned 14 markets with a huge digital twist. The company created localized messages on digital billboards, social media and email driven by data from listeners, relating to pop-culture topics relevant to 2016 like Brexit and Hamilton. The campaign then featured this data with tongue and cheek copy all across the markets the data originated; i.e., a Brexit reference in London and a Hamilton reference in Manhattan. The out-of-home advertising is joined by emails to customers reporting on their own personal usage of Spotify. This integrated campaign includes targeted digital and social ads with similar messaging. It shows a great way to bring big data and trending topics into awesome campaigns.
I WILL WHAT I WANT
Under Armour USA and advertising agency Droga5 launched the “I WILL WHAT I WANT” campaign earlier this year. Not only does it have a stellar message but it also came with some serious digital chops. By featuring stories of ‘women of will’, like Misty Copeland’s, that focused on preseverence and strength, Under Armour’s emotional message stood out on digital media. The campaign featured several pieces of content including films, out-of-home, and print making it one of the most expansive women’s campaigns to date. Under Armour took advantage of social media by creating the hashtag #IWILLWHATIWANT on its Under Armour Women accounts on Twitter and Instagram. This hashtag has been used on 219,222 on Instagram alone.
A Visit From Aunt Flo
A normally taboo topic is brought front and center for this HelloFlo campaign. A new video from women’s health site HelloFlo captures a day in the life of a fictional Aunt Flo to highlight the good, the bad and the ugly of having your period. The YouTube video associated with the campaign has over 600,00o views thanks to the creativity of OPC production. When HelloFlo shared the video on their Facebook page it prompted 1,900 reactions, 374 comments, and 258,000 views. By partnering with U by Kotex, Hello Flo also received additional recognition of their ad on Facebook, Twitter, Instagram, and Pinterest. This campaign shows a great use of influencer and partnership marketing.
Look Who’s Driving feat. 4-year- old Sophie
Volvo Trucks and Forsman & Bodenfors agency have revived their “Live Test Series” in a digital campaign that featured popular videos of a young girl named Sophie ‘driving’ a truck. These videos were shared across social media. What makes this campaign unique is that Volvo allocated 100% of the budget to ‘non-traditional’ promotion and ads, which meant the campaign relied exclulsively on Youtube and social media. Look Who’s Driving’s success is attributed to the inherent shareability of the content. Once again proving strong messaging and content is king.
Social Driver is proud to be a part of the Hidden Heroes campaign. From the great minds at the Elizabeth Dole Foundation, with support from Comcast NBC Universal, Hidden Heroes aims to use its website, digital media content and #HiddenHeroes hashtag to create an online community that is supportive of military caregivers. The project included a private network online where military caregivers could sign up, free of charge, to exchange questions and advice, access to a directory for caregiver resources, and a national military caregiver registry. The campaign leveraged a series of well known spokespeople including Tom Hanks, Ryan Phillippe, among others. The launch included a series of video public service announcements that aired nationwide on shows like the Today’s Show. In it’s first weeks, alone, the campaign saw over 80 million social media impressions.
Our team at Social Driver got a chance to work with The Washington DC Economic Partnership (WDCEP) on the #WeDC campaign to promote DC as an attractive location for doing business at SXSW. #WeDC featured micro-campaigns highlighting local DC business leaders in the technology and creative industries and also directly reached out to attendees at SXSW that fit our audience target. The event culminated in live social media community management and content creation: live videos, edited and produced on-site, gifs and memes of the space and event happenings, and targeted outreach to attendees using the hashtags #WeDC and #SXSW. The #WeDC campaign reached over 65 million people, surpassing all other ‘big consumer’ brands like Google and IBM in impressions and engagement. The team surpassed their ‘lead’ generation goal by 16% and we grew our engagement rates by over 100%. #WeDC was also the #5 trending hashtag and @WDCEP was a #7 influencer while at SXSW.
Old Spice has taken consumer generated content to a whole new level in this recent campaign. In an effort to put their “Old Spice Hardest Working Collection” to the test, they challenged their followers to “draw” different objects by running in various routes. Old Spice placed the best “drawings” on their website’s gallery and awarded the best “artists” with the items they attempted to draw. While some were successful at depicting what they wanted and getting what they bargained for, others got humorous rewards like “Artificial Vomit” or “The gift of nothing.” This campaign relied heavily on social media as participants were asked to upload a screenshot of their run onto Instagram or Old Spice’s website using the hashtag #runoldspice. For this campaign, Old Spice collaborated with popular social media influencers to sponsor videos on YouTube and their personal Instagram accounts, generating over 2 million views.
Project Architeuthis is the first Alternate Reality game activated on the U.S. Navy’s Cryptology & Technology Facebook page. Lowe Campbell Ewald led the initative aimed at attracting top talent to the Navy’s Cryptology department. Project Architeuthis is the story of a mysterious enemy who kidnaps the engineer of a top secret Navy weapons project. Maria, a brave Navy Cryptologist, has snuck aboard their ship. Over the course of the next 18 days, she sends coded messages with clues embedded within. Players kept unlocking these messages until they had tracked down the enemy’s secret base, so the Navy could send a rescue team. Using zero paid media support, the Cryptology Facebook page gained 25% more followers during the initative, while the Navy met its challenging cryptology recruiting goal.
Penny The Pirate
To raise awareness of children’s eye health and improve the vision of children across Australia, optical retailer OPSM released Penny the Pirate – the world’s first free children’s book and app by Saatchi & Saatchi Sydney. Penny the Pirate allows parents to test their kids’ eyesight as they read the storybook. The book helps to identify the most common eye issues among children through digital scanning technology. With the app, they can check the result and, if needed, book an appointment for an eye test immediately. The app was named the number one Health & Fitness App in the App Store upon launch and was named one of the most effective campaign in the world by the Warc 100. The campaign included cinema activity, visual merchandising displays in-store, a PR campaign, and experiential activations in Westfield malls. The team leveraged influencer networks extordinarily well, asking moms across Australia to test the product prior to launch via Yahoo7’s Mouth of Mum network. This, along with ongoing partnership and influencer activations generated positive buzz for the campaign even before it was released to the public.
#MarchMadness – Reese’s
Reese’s partnered with the NCAA and became the official sponsor of #MarchMadness for the 4th year in a row. This time, Reese’s stepped up it’s creative content strategy to boost engagement with college students by curating custom content that trended with the games, in real time. During the Reese’s College All-Star Game and Final Four Friday, the brand curated custom graphics, video animations, and tongue-and-cheek content that responded to real time actions. The social media campaign shared their custom content across Facebook and Twitter and launched a simultaneous Instagram contest and Snapchat promotion. This multi-channel social campaign saw high engagement metrics and increased visibility from previous years.
#BALLOTBRIEFCASE ON SNAPCHAT – PwC
When PwC decided to celebrate it’s 82nd year of involvement in the Academy Awards, it wanted to make an impact. Coupled with a desire to reach a younger audience, they launched the Snapchat focused campaign, ‘#BallotBriefcase’. The campaign was centered around the story of the Awards Breifcase making rounds across the US, stopping for celebrity appearances and posing for photo opps. Celebrities like Neil Patrick Harris joined the briefcase journey, which helped generate buzz. PwC coupled this with supporting images, teaser videos on their other platforms to drive attention to their new Snapchat channel and campaign. Thousands of folks rallied around the BallotBriefcase in person, on Snapchat, Instagram, Twitter, and Facebook to join its journey on the road to the Oscars. Daily, the Briefcase shared footage of its life, adventures, and encounters with its fans on Snapchat. As a result, the Ballot Briefcase campaign increased PwC’s social impressions by 136x on Twitter and led to strong gains on Instagram and Snapchat.
Love Has No Labels
The goal of this campaign was to make people aware of their implicit biases: how we make snap judgments about others without even realizing it. To illustrate this idea, the Ad Council and R/GA set up a giant X-ray screen in Santa Monica, Calif., on Valentine’s Day, found real people of different genders, abilities, and sexual orientations, and had them perform little dances behind the screen. As the skeletons kissed and danced, viewers mentally filled in the blanks. When unexpected pairs stepped out from behind the screen, the surprise gave viewers a simple demonstration of the importance of perception. An on screen call to action directed them to a website, where a test by Harvard University educated them about bias and diversity. A video of the event was then posted on social media to maximize sharing and spark conversation. A video of the stunt immediately went viral (over 40 million views in two days) and became the most viewed PSA in history after just 3 weeks. If you have not seen this clip yet, make sure you keep a box of tissues near by because it will tug on even the grumpiest person’s heartstrings.
#ShareYourEars – Make-A-Wish Foundation & Disney
To honor the 100,000th Disney wish granted globally, and in celebration of Disneyland Resort’s 60th Anniversary, fans were invited to share images of Mickey Mouse Ears to help grant wishes by using the Share Your Ears photo frame on Facebook and sharing photos with the hashtag #ShareYourEars on Twitter and Instagram. Each social media post unlocked a $5 donation to the Make-A-Wish Foundation from Walt Disney Parks and Resorts, which was capped at $1 million. The campaign used TINT, a simple yet powerful platform that lets brands aggregate, curate and display social media feeds onto any screen, to display their social media entries on their websites to drive audience engagement and boost campaign awareness. Thanks to an outpouring of public support for the campaign, Disney Parks ended up donating $2 million to Make-A-Wish, double their original pledge.
Coca Cola’s Snapchat Campaign
Coca Cola is one of the first brands to crack the code on engaging content on Snapchat. Their recent back to school campaign focused solely on the stories of students who were sharing snaps of their first day. By working directly with Snapchat to select and curate content that fit with their target demographic of younger consumers, the completion rate for a Snapchat-exclusive 10-second Coke spot shot up to 54%.
#EarthhourUK – WWF
World Wildlife Fund [WWF], an environmental organization fighting climate change and saving endangered species, launched a Social-out-of-home (SOOH) activation in the London Underground as part of the EarthhourUK campaign. WWF displayed social media content tagged #EarthHourUK across LCD screens in the busy subway system, encouraging passengers to support this campaign with their own messages, using the same hashtag. WWF’s digital Boards were displayed online for viewing and interaction on desktop and mobile. This campaign effectively blended social media with the offline world generating a huge targeted audience of commuters, many of whom shared their own stories of what #EarthHourUK meant to them.
As we can see, the best campaigns are not only clever, creative, and original, but target the right audiences at the right time in the right place. Need help with your next campaign? Social Driver is here to help! Contact: MarketingTeam@socialdriver.com.
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