How to be a David Blane of the marketing world
Effective and memorable marketing can have a fantastic impact on the growth of a brand. Good marketing campaigns can reach out and make us connect with some universal truth which will stick in our heads and be remembered for a long time after the campaign has finished running. This is the aim of any large market campaign whether you are selling jewellery or Mountfield Mower Spares such as https://www.diyspareparts.com/parts/mountfield/fits/mountfield-sp460r-petrol-lawnmower/ Here are some of the most marketing campaigns in recent years:
Unicef – in 2007 on World Water Day, Unicef launched the ‘Tap Project’ which involved adding a $1 donation onto restaurant bills. It was purely optional but would help raise money to provide a child with drinking water for 40 days. This idea has since been used many times and appeared in various forms, having raised $2.5 million for Unicef.
Nike – initially Nike was only appealing to marathon runners but when exercise regimes and fitness really became popular, Nike decided to up their game to try to beat competitors Reebok who had a bigger share of the market. The Just Do It campaign was a phenomenal success. In a decade Nike’s sales went from $800 million to $9.2 billion as it succeeded in appealing to a core emotion that we feel when we have to push ourselves, like exercising. It was short, catchy and instantly memorable.
Metro Trains: Dumb Ways to Die – this video started life as a safety training video at a train company in Melbourne, Australia and went on to become a global phenomenon, being sung by many people, all over the world! It combined a memorable tune and cute cartoon characters which is always a winner with children especially and they loved it. Adults appreciated the dark humour and within a day of it’s launch, the song had reached the top 10 chart on itunes.
Budweiser – the whole ‘Whassup’ campaign really took bro humour to the next level. Several beer brands have done it but Budweiser nailed it. A simple, single word catchphrase was all it took, it made us laugh and become iconic in pop culture. The ad won awards and spawned many parodies.
Red Bull: Stratos – even though this was not billed as a marketing strategy, it was a mega-stunt that was all about branding. The Stratos stunt followed Felix Baumgartner as it did a freefall jump from 24 miles above Earth. He became the first human to break the speed of sound without an engine and even though it was a scientific event of some magnitude, the brand name was all over it. This was a new face of marketing, one that made marketing an action and not a message. It was a stroke of genius, boosted their sales by 7% and was the most watched live stream to date.
Marlboro – whilst not seen as politically correct anymore, tobacco advertising was always playing catch up to the 1955 start of the Marlboro Man ads. It is the archetypal image of a manly man and captured an ideal to which many men aspired to at the time. Whatever you’re selling needs to fit your audience’s idealized lifestyle.