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Who Wore
It Best?
Marketing Campaigns Edition
Marketing is
fun because
we can get
creative.
But no
marketer is
exactly alike …
But no
marketer is
exactly alike …
So no
campaign
is identical
either.
Every campaign
has a different
voice, look, feel,
and message.
Because of
these
differences, we
remember
some
campaigns
forever …
And others
we’ll forget
by the next
day.
We wanted to learn
why we like some
marketing strategies
more than others by
putting some of the
best to the test.
We’ll choose a winner
to see how real-life
campaigns stack up
side-by-side based on
quantitative results,
social impressio...
It’s time to play:
Who Wore It Best?
Marketing Campaigns Edition.
1

VIRAL VIDEO
CAMPAIGNS.
WestJet Airlines gives
Christmas presents to
unsuspecting passengers.

United revisits their Fly
the Friendly Skies
campai...
Click here
Virtual Santa asked
passengers what
they wanted for
Christmas.
Virtual Santa asked
passengers what
they wanted for
Christmas.

WestJet employees
scrambled to
purchase, wrap, and
label a...
Virtual Santa asked
passengers what
they wanted for
Christmas.
Presents addressed
to passengers came
out at baggage
claim....
Virtual Santa asked
passengers what
they wanted for
Christmas.

WestJet employees
scrambled to
purchase, wrap, and
label a...
Old Spice’s Man Your
Man Could Smell Like viral
video campaign.

OfficeMax’s annual Elf
Yourself campaign for the
holidays.
Click here
Isaiah Mustafa created
a series of viral videos
based on consumer
ideas.
Isaiah Mustafa created
a series of viral videos
based on consumer
ideas.

236 million YouTube
views and 80,000
Twitter fol...
Isaiah Mustafa created
a series of viral videos
based on consumer
ideas.
Facebook Interaction
increased 800% with
the pers...
Isaiah Mustafa created
a series of viral videos
based on consumer
ideas.

236 million YouTube
views and 80,000
Twitter fol...
Google Glass YouTube
campaign follows Glass
Explorers on their journey.

Samsung Galaxy Gear video
campaign shows evolutio...
Click here
Samsung compares
Galaxy Gear watch to
old movie and TV clips,
showing how
advanced the tech is.
Samsung compares
Galaxy Gear watch to
old movie and TV clips,
showing how
advanced the tech is.

3 million+ YouTube
views ...
Samsung compares
Galaxy Gear watch to
old movie and TV clips,
showing how
advanced the tech is.

16 million+ YouTube
views...
Samsung compares
Galaxy Gear watch to
old movie and TV clips,
showing how
advanced the tech is.

3 million+ YouTube
views ...
2

INTEGRATED
CAMPAIGNS.
Pepsi’s Refresh
Everything communitydriven charity initiative.

Coca-Cola’s Recycling King
partnered with Facebook
Places ...
Click here
Campaign asked
consumers to submit
ideas to revitalize their
community and awarded
them grants for projects.
Campaign asked
consumers to submit
ideas to revitalize their
community and awarded
them grants for projects.

Fostered two...
Campaign asked
consumers to submit
ideas to revitalize their
community and awarded
them grants for projects.

6 million vi...
Campaign asked
consumers to submit
ideas to revitalize their
community and awarded
them grants for projects.

Fostered two...
American Express launched
campaign urges small
business purchases on the
Saturday after Black Friday.

Visa launched a ste...
Click here
Small Business Saturday
launched in 2010,
advising consumers to
shop support local shops
on the Saturday after
Thanksgivin...
Small Business Saturday
launched in 2010,
advising consumers to
shop support local shops
on the Saturday after
Thanksgivin...
Small Business Saturday
launched in 2010,
advising consumers to
shop support local shops
on the Saturday after
Thanksgivin...
Small Business Saturday
launched in 2010,
advising consumers to
shop support local shops
on the Saturday after
Thanksgivin...
Google Chrome launched
“For Everyone” campaign.

Microsoft relaunched Internet
Explorer as the “Browser You
Love(d) to Hat...
Click here
Nostalgic campaign
playing on how far
Internet Explorer has
come over the past
few years.
Nostalgic campaign
playing on how far
Internet Explorer has
come over the past
few years.

Included pop culture
references...
Nostalgic campaign
playing on how far
Internet Explorer has
come over the past
few years.

47 million+ views on
YouTube vi...
Nostalgic campaign
playing on how far
Internet Explorer has
come over the past
few years.

Included pop culture
references...
3

WEBSITE
CAMPAIGNS.
Spotify launched an
interactive website showing
music preference statistics.

Facebook launched a “Year in
Review” campaig...
Click here
“Year in Review”
showcased top music
moments, songs, and
trends from 2013.
“Year in Review”
showcased top music
moments, songs, and
trends from 2013.

Combined trends with
personal history to give
...
“Year in Review”
showcased top music
moments, songs, and
trends from 2013.

Allowed Spotify users
generate their own year
...
“Year in Review”
showcased top music
moments, songs, and
trends from 2013.

Combined trends with
personal history to give
...
Heineken Star Player game
allowed Champion League
fans to place real-time bets.

Coca-Cola launched ahh.com, an
online gam...
Click here
Coke created an online
gaming campaign with
games and experiences
for the teen market.
Coke created an online
gaming campaign with
games and experiences
for the teen market.

Average time spent per
domain is 2...
Coke created an online
gaming campaign with
games and experiences
for the teen market.

60+ subdomains and
70% of traffic is...
Coke created an online
gaming campaign with
games and experiences
for the teen market.

Average time spent per
domain is 2...
Microsoft released a report
on how the corporation is
fighting cyber-crime.

New York Times released
“Snow Fall” story with...
Click here
Helped to evolve digital
journalism by telling a
story in a new and
engaging way.
Helped to evolve digital
journalism by telling a
story in a new and
engaging way.

Got roughly 18
million page views.
Helped to evolve digital
journalism by telling a
story in a new and
engaging way.

22,000 visitors at the
peak of the laun...
Helped to evolve digital
journalism by telling a
story in a new and
engaging way.

Got roughly 18
million page views.

22,...
4

SOCIAL
CAMPAIGNS.
Lowe’s “How-to” Vine
campaign repurposed on
Facebook.

Home Depot’s Tumblr-based
#LetsDoThis campaign used on
other social...
Click here
Lowe’s launched a social
media campaign called
“Fix in Six” focused on
showing quick fixes on
Vine.
Lowe’s launched a social
media campaign called
“Fix in Six” focused on
showing quick fixes on
Vine.

16,500+ engagements
on...
Lowe’s launched a social
media campaign called
“Fix in Six” focused on
showing quick fixes on
Vine.

3,000 shares on Vine.
...
Lowe’s launched a social
media campaign called
“Fix in Six” focused on
showing quick fixes on
Vine.

16,500+ engagements
on...
Starbucks’ “Tweet a Coffee”
allows you to give a friend $5
for coffee through Twitter.

On National Cat Day, Uber
brings kit...
Click here
Since its inception,
27,000 fans have used
the program so far.
Since its inception,
27,000 fans have used
the program so far.

Prompted about $180,000
in purchases.
Since its inception,
27,000 fans have used
the program so far.

34% of users bought
multiple gift cards, and
32% of the pu...
Since its inception,
27,000 fans have used
the program so far.

Prompted about $180,000
in purchases.

34% of users bought...
Downy used to “Bring out the
#SoftSide” of life with hard,
everyday situations.

Tide partnered with NFL
players to post
p...
Click here
One player per NFL
team is the Tide Color
Captain and in charge
of posting personal
pictures to Twitter.
One player per NFL
team is the Tide Color
Captain and in charge
of posting personal
pictures to Twitter.

@TideNFL has 1,0...
One player per NFL
team is the Tide Color
Captain and in charge
of posting personal
pictures to Twitter.

1,076 posts on
I...
One player per NFL
team is the Tide Color
Captain and in charge
of posting personal
pictures to Twitter.

@TideNFL has 1,0...
Learn more about running your own
inbound marketing campaign.
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Who Wore It Best: Marketing Campaigns Edition

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Who Wore It Best: Marketing Campaigns Edition

  1. 1. Who Wore It Best? Marketing Campaigns Edition
  2. 2. Marketing is fun because we can get creative.
  3. 3. But no marketer is exactly alike …
  4. 4. But no marketer is exactly alike … So no campaign is identical either.
  5. 5. Every campaign has a different voice, look, feel, and message.
  6. 6. Because of these differences, we remember some campaigns forever …
  7. 7. And others we’ll forget by the next day.
  8. 8. We wanted to learn why we like some marketing strategies more than others by putting some of the best to the test.
  9. 9. We’ll choose a winner to see how real-life campaigns stack up side-by-side based on quantitative results, social impressions, and brand awareness.
  10. 10. It’s time to play: Who Wore It Best? Marketing Campaigns Edition.
  11. 11. 1 VIRAL VIDEO CAMPAIGNS.
  12. 12. WestJet Airlines gives Christmas presents to unsuspecting passengers. United revisits their Fly the Friendly Skies campaign.
  13. 13. Click here
  14. 14. Virtual Santa asked passengers what they wanted for Christmas.
  15. 15. Virtual Santa asked passengers what they wanted for Christmas. WestJet employees scrambled to purchase, wrap, and label all of the gifts during the flight.
  16. 16. Virtual Santa asked passengers what they wanted for Christmas. Presents addressed to passengers came out at baggage claim. WestJet employees scrambled to purchase, wrap, and label all of the gifts during the flight.
  17. 17. Virtual Santa asked passengers what they wanted for Christmas. WestJet employees scrambled to purchase, wrap, and label all of the gifts during the flight. Presents addressed to passengers came out at baggage claim. 19 million views in the first week.
  18. 18. Old Spice’s Man Your Man Could Smell Like viral video campaign. OfficeMax’s annual Elf Yourself campaign for the holidays.
  19. 19. Click here
  20. 20. Isaiah Mustafa created a series of viral videos based on consumer ideas.
  21. 21. Isaiah Mustafa created a series of viral videos based on consumer ideas. 236 million YouTube views and 80,000 Twitter followers in 2 days.
  22. 22. Isaiah Mustafa created a series of viral videos based on consumer ideas. Facebook Interaction increased 800% with the personalized videos – more than 1.5 million Facebook Fans now. 236 million YouTube views and 80,000 Twitter followers in 2 days.
  23. 23. Isaiah Mustafa created a series of viral videos based on consumer ideas. 236 million YouTube views and 80,000 Twitter followers in 2 days. Facebook Interaction increased 800% with the personalized videos – more than 1.5 million Facebook Fans now. Sales figures increased by 107%.
  24. 24. Google Glass YouTube campaign follows Glass Explorers on their journey. Samsung Galaxy Gear video campaign shows evolution of technology.
  25. 25. Click here
  26. 26. Samsung compares Galaxy Gear watch to old movie and TV clips, showing how advanced the tech is.
  27. 27. Samsung compares Galaxy Gear watch to old movie and TV clips, showing how advanced the tech is. 3 million+ YouTube views for “Long Time Coming.”
  28. 28. Samsung compares Galaxy Gear watch to old movie and TV clips, showing how advanced the tech is. 16 million+ YouTube views for “Evolution.” 3 million+ YouTube views for “Long Time Coming.”
  29. 29. Samsung compares Galaxy Gear watch to old movie and TV clips, showing how advanced the tech is. 3 million+ YouTube views for “Long Time Coming.” 16 million+ YouTube views for “Evolution.” Samsung aptly explained why the average consumer would want its smartwatch.
  30. 30. 2 INTEGRATED CAMPAIGNS.
  31. 31. Pepsi’s Refresh Everything communitydriven charity initiative. Coca-Cola’s Recycling King partnered with Facebook Places to encourage recycling in Israel.
  32. 32. Click here
  33. 33. Campaign asked consumers to submit ideas to revitalize their community and awarded them grants for projects.
  34. 34. Campaign asked consumers to submit ideas to revitalize their community and awarded them grants for projects. Fostered two-way communication with the customer.
  35. 35. Campaign asked consumers to submit ideas to revitalize their community and awarded them grants for projects. 6 million visits to Refresh Facebook Page. Fostered two-way communication with the customer.
  36. 36. Campaign asked consumers to submit ideas to revitalize their community and awarded them grants for projects. Fostered two-way communication with the customer. 6 million visits to Refresh Facebook Page. 700+ video submissions, 4 million views, and 100,000+ submissions via text.
  37. 37. American Express launched campaign urges small business purchases on the Saturday after Black Friday. Visa launched a stealth campaign urging Consumers to use their Visa for small purchases.
  38. 38. Click here
  39. 39. Small Business Saturday launched in 2010, advising consumers to shop support local shops on the Saturday after Thanksgiving.
  40. 40. Small Business Saturday launched in 2010, advising consumers to shop support local shops on the Saturday after Thanksgiving. Secured 1.2 million likes on Facebook in 1 month.
  41. 41. Small Business Saturday launched in 2010, advising consumers to shop support local shops on the Saturday after Thanksgiving. Small businesses earned $5.5 billion in sales in 2012. Secured 1.2 million likes on Facebook in 1 month.
  42. 42. Small Business Saturday launched in 2010, advising consumers to shop support local shops on the Saturday after Thanksgiving. Secured 1.2 million likes on Facebook in 1 month. Small businesses earned $5.5 billion in sales in 2012. In 2011, U.S. Senate recognizes Small Business Saturday as an official holiday.
  43. 43. Google Chrome launched “For Everyone” campaign. Microsoft relaunched Internet Explorer as the “Browser You Love(d) to Hate.”
  44. 44. Click here
  45. 45. Nostalgic campaign playing on how far Internet Explorer has come over the past few years.
  46. 46. Nostalgic campaign playing on how far Internet Explorer has come over the past few years. Included pop culture references to connect to its target audience.
  47. 47. Nostalgic campaign playing on how far Internet Explorer has come over the past few years. 47 million+ views on YouTube videos. Included pop culture references to connect to its target audience.
  48. 48. Nostalgic campaign playing on how far Internet Explorer has come over the past few years. Included pop culture references to connect to its target audience. 47 million+ views on YouTube videos. Integrated across platforms, including social, mobile, video, and out-of-home.
  49. 49. 3 WEBSITE CAMPAIGNS.
  50. 50. Spotify launched an interactive website showing music preference statistics. Facebook launched a “Year in Review” campaign which included user history and trending topics.
  51. 51. Click here
  52. 52. “Year in Review” showcased top music moments, songs, and trends from 2013.
  53. 53. “Year in Review” showcased top music moments, songs, and trends from 2013. Combined trends with personal history to give a comprehensive overview of the year.
  54. 54. “Year in Review” showcased top music moments, songs, and trends from 2013. Allowed Spotify users generate their own year in review. Combined trends with personal history to give a comprehensive overview of the year.
  55. 55. “Year in Review” showcased top music moments, songs, and trends from 2013. Combined trends with personal history to give a comprehensive overview of the year. Allowed Spotify users generate their own year in review. 24 million active users streamed more than 4.5 billion hours of music in 2013.
  56. 56. Heineken Star Player game allowed Champion League fans to place real-time bets. Coca-Cola launched ahh.com, an online gaming experience.
  57. 57. Click here
  58. 58. Coke created an online gaming campaign with games and experiences for the teen market.
  59. 59. Coke created an online gaming campaign with games and experiences for the teen market. Average time spent per domain is 2 minutes, 20 seconds.
  60. 60. Coke created an online gaming campaign with games and experiences for the teen market. 60+ subdomains and 70% of traffic is organic. Average time spent per domain is 2 minutes, 20 seconds.
  61. 61. Coke created an online gaming campaign with games and experiences for the teen market. Average time spent per domain is 2 minutes, 20 seconds. 60+ subdomains and 70% of traffic is organic. 5 million consumers have visited the ahh.com URLs.
  62. 62. Microsoft released a report on how the corporation is fighting cyber-crime. New York Times released “Snow Fall” story with innovative website design.
  63. 63. Click here
  64. 64. Helped to evolve digital journalism by telling a story in a new and engaging way.
  65. 65. Helped to evolve digital journalism by telling a story in a new and engaging way. Got roughly 18 million page views.
  66. 66. Helped to evolve digital journalism by telling a story in a new and engaging way. 22,000 visitors at the peak of the launch. Got roughly 18 million page views.
  67. 67. Helped to evolve digital journalism by telling a story in a new and engaging way. Got roughly 18 million page views. 22,000 visitors at the peak of the launch. Incorporated several multimedia tactics on the webpage, including video, animation, and storytelling.
  68. 68. 4 SOCIAL CAMPAIGNS.
  69. 69. Lowe’s “How-to” Vine campaign repurposed on Facebook. Home Depot’s Tumblr-based #LetsDoThis campaign used on other social accounts.
  70. 70. Click here
  71. 71. Lowe’s launched a social media campaign called “Fix in Six” focused on showing quick fixes on Vine.
  72. 72. Lowe’s launched a social media campaign called “Fix in Six” focused on showing quick fixes on Vine. 16,500+ engagements on Facebook.
  73. 73. Lowe’s launched a social media campaign called “Fix in Six” focused on showing quick fixes on Vine. 3,000 shares on Vine. 16,500+ engagements on Facebook.
  74. 74. Lowe’s launched a social media campaign called “Fix in Six” focused on showing quick fixes on Vine. 16,500+ engagements on Facebook. 3,000 shares on Vine. Lowe’s had better success on social media on more relevant channels for their audience.
  75. 75. Starbucks’ “Tweet a Coffee” allows you to give a friend $5 for coffee through Twitter. On National Cat Day, Uber brings kittens to the masses and offers chance for adoption.
  76. 76. Click here
  77. 77. Since its inception, 27,000 fans have used the program so far.
  78. 78. Since its inception, 27,000 fans have used the program so far. Prompted about $180,000 in purchases.
  79. 79. Since its inception, 27,000 fans have used the program so far. 34% of users bought multiple gift cards, and 32% of the purchases occurred on the first day. Prompted about $180,000 in purchases.
  80. 80. Since its inception, 27,000 fans have used the program so far. Prompted about $180,000 in purchases. 34% of users bought multiple gift cards, and 32% of the purchases occurred on the first day. Starbucks has linked 54,000 users Twitter IDs to their mobile phones and customer IDs.
  81. 81. Downy used to “Bring out the #SoftSide” of life with hard, everyday situations. Tide partnered with NFL players to post pictures that capture colorful moments.
  82. 82. Click here
  83. 83. One player per NFL team is the Tide Color Captain and in charge of posting personal pictures to Twitter.
  84. 84. One player per NFL team is the Tide Color Captain and in charge of posting personal pictures to Twitter. @TideNFL has 1,030 followers and tweets at fans with #ourcolors.
  85. 85. One player per NFL team is the Tide Color Captain and in charge of posting personal pictures to Twitter. 1,076 posts on Instagram with #ourcolors. @TideNFL has 1,030 followers and tweets at fans with #ourcolors.
  86. 86. One player per NFL team is the Tide Color Captain and in charge of posting personal pictures to Twitter. @TideNFL has 1,030 followers and tweets at fans with #ourcolors. 1,076 posts on Instagram with #ourcolors. Tide was strategic by using an existing partnership to create a social media campaign.
  87. 87. Learn more about running your own inbound marketing campaign.

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