A successful marketing campaign is one that not only represents a brand, but also sends a powerful message that people can relate to. We wanted to share some of our favourite digital campaigns of this year with you, to show you how a simple idea can turn into a viral sensation.
#KnowYourLemons – Worldwide Breast Cancer Charity Campaign
The initiative and accompanying hashtag, #KnowYourLemons, was a campaign created by the Worldwide Breast Cancer charity, which aims to help people recognise the symptoms of breast cancer as early as possible.
The image is being used to explain the symptoms of breast cancer and highlight the fact that many women don’t often take he time to get to know their own bodies. It uses an everyday object to help women understand their bodies and how to communicate when they think something may be wrong.
After just a day, three of the posts had collectively reached an impressive 7.3 million people on Facebook through 32,000 shares. This campaign is a great example of how to spread awareness on a topic in an insightful yet simple way.
#OpenYourWorld – Heineken’s World’s Apart Campaign
Earlier this year, Heineken partnered with The Human Library, a unique not-for-profit organisation that used conversation to challenge stereotypes, to produce an online video campaign. The film contained a social experiment as they brought people together who had opposite political beliefs when it came to subjects such as feminism, climate change and transgender issues.
Heineken highlighted its brand values of bringing people together socially to explore if the benefit of finding common ground with one another can lead people to be more open. The video racked up a huge 14.5 million views on YouTube, which sparked debate all over the Internet. The film is very powerful as it leads to people opening their eyes to other people’s perspectives, while discussing opinions over a Heineken beer.
The brand has also created a Facebook Chatbot that connects ‘unexpectedly like-minded people from diverse backgrounds’. Users need to answer a few questions about their passions and the bot will create an own personalised film that shows what they have in common with those they didn’t expect. Another great way of extending the campaign and making it more personal to the user.
IKEA’s response to that Balenciaga bag
During April of this year, French fashion house, Balenciaga, released a blue tote bag that looked strangely familiar to the famous IKEA blue FRAKA bags that you pack up your shopping in at the checkout. While IKEA charge a measly 50p for their bags, Balenciaga’s copycat bag retailed at an extortionate £1,600. IKEA quickly jumped on the viral finding and turned it into a hilariously clever campaign to create an ad for themselves. The ad image titled ‘the original’ became a guide to identifying their original FRAKA bag in a fun playful manner.
A spokesperson for IKEA released a statement saying: “We are deeply flattered that the Balenciaga tote bag resembles the Ikea iconic sustainable blue bag. Nothing beats the versatility of a great big blue bag!” The campaign went viral across all social media channels and made the Swedish homeware brand hit the headlines for its quick and comical response.
#WeAccept – Airbnb Campaign
When taking on current political news at a topic for a digital campaign, it can very much backfire on you (see Pepsi’s controversial add with Kendall Jenner). However, Airbnb managed to ace a campaign this year, which showed their stance on the heavily debated immigration laws in the U.S. by sending out a message of love and inclusion for all its customers.
Airbnb expressed their stance on the issue of acceptance with the #WeAccept campaign. Creative in its own unique manner, the inspirational social media movement by the company started with a video and continued with photos of individuals from different ethnicities and backgrounds. Each photo shared a different story and message of acceptance, while the photos and the campaign itself heavily contrasted the usual picturesque photos shared by the company to really highlight the campaign.
#MozTheMonster – John Lewis Christmas Advert
The well-anticipated John Lewis Christmas advert for 2017 was cleverly kept under wraps throughout November with only snippet sneak peaks spotted around the Internet. John Lewis didn’t reveal their name or logo, but simply ‘UnderTheBed2017’ written in their classic typography, with a pair of #MozTheMonster’s eyes. This ad appeared on Instagram and Snapchat stories and as promoted posts on Twitter and Facebook, creating a talking point for all those excited for the advert to be released.
As soon as the advert went live, it racked up millions of views on YouTube and was talked about for days on social media as fans discussed whether or not it lived up to previous successful John Lewis Christmas ads.
What have been your favourite campaigns on 2017? Share them with us in the comment box below.