PART 6 : KILLER CAMPAIGNS
The following article is part of an ongoing series from J.Schmid with the critical elements and insights you need to strategize, execute and launch successful omnichannel campaigns. Watch your email and follow #CampaignBuildingBlocks on social media to keep up with the full story.
We’ve spent the last several weeks bringing you tips and tools to create a campaign that’s not only exciting, but memorable. Because regardless of your goal – changing perception, creating brand awareness, boosting social media engagement or reactivating lapsed customers – nothing will happen if your campaign fails to grab attention and leave customers with a clear takeaway.
So now that you’re armed with the info you need (see Campaign Building Blocks, Parts 1-5), let’s dive into a few of the best ones. Which B2C and B2B brands have been successful in delivering killer campaigns that connect on a basic, human level? Grab your coffee (or cocktail, depending on what time you’re reading this) and we’ll take you through three well-executed examples.
- ATHLETA – THE POWER OF SHE
In 2016, Athleta launched their “Power of She” campaign, which they still use today. Those three words are the hashtag that’s been used to tag nearly 180,000 Instagram posts, the three words that are on the front of every Athleta catalog, including their new fall 2020 catalog, and the three words that introduce their brand story on Athleta.com.
Why it’s successful:
It’s memorable. “Alone We Are Strong, United We Thrive” is the meaning and longer message behind the campaign. But if that were the hook, no one would be able to remember it. In creating a shorter, punchier line – Power of She – the message sticks with you and is instantly recognizable as Athleta. Consider this when brainstorming your own campaign hook.
It’s relevant. Empowering, female-focused marketing has become increasingly popular, and Athleta was one of the first brands to execute it with Power of She. The overall message is inclusive, and doesn’t alienate any woman or girl. It’s a relatable rallying cry or mantra, meant to inspire women everywhere to lift each other up, break down stereotypes and redefine the perception of strength and wellness.
It’s everywhere. As mentioned above, the Power of She stretches across multiple channels, including print and digital. In true campaign fashion, they want to ensure their message is heard, whether you’re flipping through their catalog or browsing their Instagram. And not only did they come up with an idea that would have legs for a few months – they came up with one that’s been used for four years and is still going strong.
Takeaways:
Will my campaign be easy to remember? When consumers see it, will they instantly think of my brand, and my brand only? Will my message resonate on a human level? Can my idea live longer than a few months?
2. SLACK – SO YEAH, WE TRIED SLACK
In 2014, Slack, a cloud-based, instant messaging platform used by businesses for internal communication and project management, promoted their launch with a clever video campaign about why the Slack platform was better than other forms of professional communication (email, or otherwise). The video was called “So Yeah, We Tried Slack …”
Why it was successful:
It was different.
Unlike a typical promotional campaign video, this one told a compelling story about how a company called Sandwich Video, Inc. (one of Slack’s real customers) was able to bring all their disconnected forms of communication onto one platform. In making an actual customer the star of their campaign, Slack showed a unique and genuine perspective – a testimonial of sorts – to ultimately help build trust with potential customers.
It was funny.
The video was filmed in a similar style to that of sitcoms like “The Office” or “Parks and Recreation.” The dry-humored jokes were well-timed, and overall, helped cleverly depict how the Slack platform can help reduce extra work and save everyone time.
Takeaways:
How will my campaign stand out from the pack? Is there an opportunity to incorporate customer testimonials in an interesting way? Could an appropriate level of humor kick my campaign up a notch?
3. CORONA – FIND YOUR BEACH
I know, I know. It’s not the beer everyone wants to be drinking or hearing about during the pandemic, but the campaign that Corona launched in 2010 – “Find Your Beach” – was one of the best. From billboards to commercials to magazine ads, the campaign connected customers to the physical beach and to the beach “state of mind.”
Why it was successful:
It made us feel something.
Whether you like their beer or not, Corona’s campaign tapped into human emotion. It encouraged you to either enjoy the beach you’re on with your toes in the sand, or to make our own fun at home, at a bar, wherever, with the people you love spending time with. In making us feel something, they made us remember them.
It evolved over the years.
From a palm tree lit up with multi-color lights at the edge of an island during the holiday season to Tony Romo drinking a cold brew behind a desk in the sand for a Super Bowl spot, Corona has successfully adapted their “Find Your Beach” campaign to fit the time of year. They even released a commercial a few months ago about bringing joy and happiness to each other’s lives (“We are each other’s beach”) during COVID-19. The campaign that was created 10 years ago is still widely recognized, and still relatable.
Takeaways:
How can my campaign make a human connection with my customers? Will it make them feel something? Can my campaign idea evolve over time?
Need help coming up with your own killer campaign idea? Our creative team would love to help. Send me a message at kelseyf@jschmid.com.
Tags: #campaignbuildingblocks, #campaigncontent, brand marketing, brand story, campaigns, customer journey, customers, Kelsey Finley