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Breakthrough Creative Campaigns & Cannes Lions

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What are the secrets of viral campaigns? Here you will find the most significant ingredients of successful viral campaigns. We will go through the "creative revolution" of Google marketing and look closely at the best creative and advertising stunts of IKEA and Burger King.

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Breakthrough Creative Campaigns & Cannes Lions

  1. 1. Breakthrough creative campaigns 2018
  2. 2. Breakthrough creative campaigns Anna Lebedeva Head of Growth Marketing at SEMrush
  3. 3. Creative Marketer of the Year ❖ Creative and bold campaigns ❖ Use of technology ❖ Inclusive storytelling
  4. 4. Google and its marketing evolution
  5. 5. Google doing Marketing in 2008 ❖ Here is the product ❖ Here is the blog post ❖ Here is the video on a new feature
  6. 6. Digital-only campaign for Chrome 2008 ❖ Rational approach ❖ Focus on Product Functionality ❖ Emphasis on security, ease of use and performance
  7. 7. But nobody wakes up in the morning and says: “I urgently need a new browser!”
  8. 8. Brand Campaign 2012 ❖ Focus on experience ❖ Storytelling ❖ How Google Сhrome makes people lives better ❖ + integration Gmail & Youtube “The web is what you make of it”
  9. 9. Dear Sophie
  10. 10. Burger King or the King of Creatives
  11. 11. The Success of Success Fun Brand as a center of Pop Culture
  12. 12. ❖ Game changer ❖ Inspire Global Marketing ❖ Creativity - business decision ❖ “Self-deprecating” humor (tone of voice) ❖ Not afraid to test creative limits ❖ Ready to take risks ❖ Focus not on the product but on the news agenda “Know your personality + high creative ambition”
  13. 13. PR stunt = earned media + social
  14. 14. Hitjacking Technologies - Google Home
  15. 15. Collaborations with customers- Not serving whopper
  16. 16. Hot Topics explained - Ad Neutrality
  17. 17. Play with rivals to get publicity - Scariest "Booooooo! Just kidding, we still flame grill our burgers. Happy Halloween."
  18. 18. Moral dilemma - Sacrifice the friends
  19. 19. Important Topics - Proud Wopper
  20. 20. how to make it real
  21. 21. “We want to make everyday life at home better“ (IKEA)
  22. 22. “Where life happens” campaign
  23. 23. Showcasing daily routine - Dishwashing ‘Irresistible Pointless TrueView Ads’
  24. 24. Showcasing daily routine - Take a pregnancy test with IKEA
  25. 25. Showcasing daily routine - Every other week
  26. 26. Showcasing daily routine - Retail Therapy
  27. 27. What are the foundation of the creative campaign? ❖ Creative Idea ❖ Focus on digital - social virality ❖ Brand storytelling ❖ Use of technology ❖ Play with news and social agenda
  28. 28. ❖ What your target audience get out of it? ❖ Is audience ready for you ideas? ❖ Do you use unusual insights? ❖ Can people relate to your creatives? ❖ Do you look bold? ❖ Сan it lead to irrational loyalty? ❖ What is potential ROI? You should ask 7 questions

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