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9 Types Of Marketing Campaigns
However, some campaigns can be consolidated underneath larger marketing campaigns. Aspects of a direct mail marketing campaign might fit under the umbrella of an acquisition marketing campaign or brand development campaign, for example.
Keep in mind that acquisition campaigns are less about profit and more about acquiring subscribers and buyers. While that might appear counterintuitive at first glance, know that the goal isn’t ROI (return on investment).
You may or may not lose advertising money during lead and customer acquisition. If you don’t profit upfront, then the goal is to generate profit further down the funnel. This is a different activity than monetization.
Social Media Marketing Campaign
Craft your plan: Start by analyzing your existing social media accounts and followers. Get your team in place and assign roles so that promotion, design and messaging responsibilities don’t overlap during the campaign. Set your budget.
Analyze the results: This is more easily done if you carefully selected your goals in step #2 above. Evaluate how well the social media campaign performed in terms of engagement metrics, customer lifetime value and new sales numbers.
Starbucks #WhatsYourName Social Media Campaign Example
In early 2020, a Starbucks campaign that supported gender-diverse and transgender youth used YouTube, Facebook, Instagram and Twitter that was based on the well-known custom of writing your name on your cup while visiting their stores.
2. Rebranding campaign
Either way, launching a rebranding campaign needs to be about more than a font change. It needs to be a full-fledged effort to modernize a product or show your customers that you are slowly moving towards something different.
The campaign’s goal was simple: to bring a clean, fresh, modern look to their cereal packages to meet the aesthetics of the European market. Before the rebranding, Kellogg announced its campaign goal to have new artwork that “reflects the naturalness of the food and the heritage of the Kellogg story.”
The rebranding was a success. After the marketing campaign, Kellogg found that 70% of customers found it easier to locate their cereals in a store, and that the branding change boosted their "purchase intent" by 50%.
13. Influencer marketing campaign
Instead of asking your customers to refer your product to their family and friends, you engage a popular social media influencer or blog writer to recommend your product. If the campaign is successful, you can potentially introduce your brand to thousands (or millions) of new people.
Example: Chase/US Open
To give viewers a more intimate experience, Chase partnered with one of the most popular men’s tennis players at the time, Andy Roddick. The influencer campaign was simple: Roddick had a huge fan base, and he would engage them (and others) by watching games, commentating live, and hosting Q&A sessions with fans. Roddick tagged Chase in his posts, increasing exposure for the brand.
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I’ve organized this section as a marketing campaign template. All you need to do is answer the questions — as accurately and in-depth as possible — to ensure a thorough, successful approach to your next marketing campaign.
Planning Your Marketing Campaign
1. Set a purpose and goal for your campaign.
2. Establish how you’ll measure your campaign.
Lastly, let’s think about another question: What does "success" look like for your company? Sure, it’s exciting to reach a predetermined goal, but that’s not always possible. What (outside of your goal) would constitute success for you (or serve as a milestone)?
Pro Tip: When determining how you’ll measure your campaign, consider setting up some checkpoints along the way. If your campaign involves boosting brand awareness and your goal is to reach 50 PR mentions by the end of the year, set up some benchmark notifications at 10, 25, and 40 mentions.
3. Define your target audience.
The first step to resolving this problem is figuring out what stage of the buyer’s journey your campaign is targeting. Are you trying to bring in new customers, or attempting to gather feedback from existing clients?
Your marketing message will vary depending on whether your campaign audience is in the awareness, consideration, or decision stage. Even though your campaign may reach those outside of your target audience, it’s vital that you design your campaign with a specific target in min you know who it’s meant for.
Pro Tip: To uncover more about your target audience, survey your existing customers as well as potential customers in your market. Then, use this data to create your buyer personas — you can even enter that data into a free buyer persona generator like the one below.
4. Set a concept for your campaign and get in contact with the right team.
Marketing campaigns require a mission, vision, and visual identity. Great campaigns are an offshoot of their parent brand, both visually and creatively — they stay consistent with the business brand but maintain their own identity.
When creating their campaign assets, some businesses use an in-house team while others opt for an agency. Another alternative is hiring a freelancer or contractor to complete a specific portion of the project, such as the copy or design.
Pro Tip: Depending on your specific campaign goals, I’d recommend starting with your in-house team and moving forward from there. They are the experts of your business and can speak to what your campaign needs to succeed.
Distributing Your Marketing Campaign
This stage is all about the public-facing part of your campaign, including what your audience will see and when. If you’ve combed through the previous section, you should have all the answers you need to guide you through this step.
5. Choose the channels on which you’ll run your campaign.
Take a look at the current media channels you use to promote your company. Which ones perform the best? Which ones allow you to pay for advertisements? Which ones have the best engagement? Most importantly, where are your customers hanging out?
6. Set a timeline for your campaign.
Visually mapping your marketing campaign will help you evenly disperse your campaign promotions and publish equally on each medium. It’ll also give you an idea of where your time and energy are going so that you can look back when assessing the effectiveness of your campaign.
Pro Tip: If your promotional calendar seems full, don’t fret. Social media and email scheduling tools can alleviate the pressure of posting daily. Check out tools like HubSpot and Buffer to help you schedule and manage your campaign promotions.
Converting Customers Through Your Marketing Campaign
7. Ensure your campaign is driving users toward a desired action.
Even if your campaign is effective and drives a ton of traffic, it still needs to complete its desired action. By "the desired action," I’m talking about that SMART goal you initially defined. Let’s take a moment and reiterate that goal.
This step is all about calibrating your marketing efforts and channels to lead your customers to complete your desired goal. This is done through conversion assets like calls-to-action, landing pages, and lead forms.
8. Monitor the right metrics.
The campaign effectiveness metrics you’ll monitor will depend on what type of marketing campaign you’re running and what channels you’ve chosen. This section merely serves as a baseline list to give you an idea of what to watch.
Great Marketing Campaign Examples (and Why They’re So Great)
1. The Lip Bar’s "Something BAWSE is coming"
Why The Lip Bar’s "Something BAWSE is coming" campaign is so great:
2. Meta (Formerly Facebook): "The Metaverse"
Why Meta’s "The Metaverse" campaign is so great:
The idea of a Facebook rebrand had been speculated prior to the launch of the campaign which piqued the public’s interest. That meant even if they didn’t like the change, they would still be interested in seeing what happens next.
3. Popeyes: "Megan Thee Stallion Hottie Sauce"
Why Popeyes’ "Megan Thee Stallion Hottie Sauce" campaign is so great:
4. Cheerios: #GoodGoesRound
Why Cheerios’ "Good Goes Round" campaign is so great:
5. Apple: "Shot on iPhone"
Why Apple’s "Shot on iPhone" campaign is so great:
6. The General: "Re-brand"
Why The General’s "Re-brand" campaign is so great:
7. Airbnb: "Made Possible by Hosts"
In addition to organic channels, we also promote the tool via various paid channels. One of them is sponsorship. Here’s an excerpt of a sponsored newsletter sent by one of the biggest magazines in the SEO industry, Search Engine Journal.
Product marketing campaign
They are one of the most important and complex campaigns in the life cycle of a product. This is because a newly introduced product (or service) needs effective marketing communication to impact sales. It also requires cooperation between different departments to make sure every part of the user experience is covered.
Product launch campaigns tend to be costly and bloated with all kinds of tactics and channels that big money can buy. But that doesn’t mean you have to dedicate $200M to a product launch of Windows 95 proportions.
While the marketing communication aspect is important when launching a product, what matters most is how well your product fits the market. To achieve product-market fit, you don’t need to operate on a colossal budget or have 20 years of experience in the field.
Among many inspirational product-market fit case studies, there’s one that stands out: Buffer. Its product marketing campaign was designed to verify the value hypothesis of its MVP. It didn’t even have to build a product to achieve that.
To verify its MVP, Buffer used a landing page that explained the soon-to-be product and collected emails for a waiting list. Afterward, it used the waiting list to gather feedback on what features to build.
Sales promotion campaign
Most often, the goal of a sales promotion campaign is to increase sales. Think flash sales, limited-time offers, coupons, etc. The idea is to decrease the friction of making a purchase (price, shipping costs, etc.) and speed up the decision process by creating a sense of urgency.
As temporary discounts often bring fast results, it may be tempting for marketers to use these campaigns on many occasions. This is especially when the company doesn’t meet its sales quota. Yet running these campaigns too often has its downsides. Namely, discounts can devalue a brand and make it harder to sell products/services at regular prices in the future.
Car manufacturers and dealers hold these kinds of events because when the current year passes, that year’s car stock becomes less valuable (customers prefer newer models). So they try to sell as many cars as possible before the cars lose their value.
As I’ve already mentioned, discounts can undermine the perceived value of the brand and, in this case, the cars. To solve this problem, Toyota has created a brand for discounted cars. That way, customers are not just buying a discounted Toyota. They’re taking part in a Toyotathon. This is a win-win for all parties.
21 Successful Marketing Campaign Examples That’ll Inspire You
1. Coca-Cola’s Share a Coke Campaign
2. Dove’s Real Beauty Campaign
3. McDonald’s I’m Lovin’ It Campaign
Consider: While you may not be running tv commercials, how can you use sound as part of your brand identity? Can you add it to your YouTube videos, your podcast intros and outros, or in the videos you create for social media?
4. Nike’s Find Your Greatness Campaign
5. Old Spice’s The Man Your Man Could Smell Like Campaign
The ad has Isaiah tell the women viewers to “Look at your man. Now back to me. Now back at your man. Now back to me.” It tells the story that while their partner may never look like Isaiah Mustafa, he can smell like Isaiah Mustafa, if they stop buying him lady-scented body washes. And if he smells like Isaiah Mustafa, or Old Spice, well, anything was possible.
Examples of successful marketing campaigns
Thank You, Mom
In 2012, the famous Procter & Gamble campaign won viewers’ hearts with its TV commercial. The commercial’s main characters are mothers of athletes who put all their heart into raising their children. This campaign aims to convey gratitude to mothers for everything they do and is considered P & G’s most prominent campaign in the company’s history.
“Got Milk?” is an excellent example of a marketing campaign that achieved its primary goal. Marketers identify four main reasons for such a large-scale success of this campaign: it was simple, actionable, integrated, and had a sense of humor. By capturing famous people and leveraging different platforms for promotion, there was a noticeable increase in the level of milk consumption so that milk sales in California became 7% higher.
Just Do It
This marketing campaign is probably the most recognizable and successful in Nike’s history. Created in the 1980s, the “Just Do It” campaign made the brand even more popular and increased its sales volume and revenues to an incredible $9.2 billion in 1998.
With marketing campaigns, companies manage to achieve their main goals and communicate their messages across different platforms. Use our tips above to create a campaign that will evoke trust and credibility.
The Marlboro Man campaign was so successful that it not only increased sales of Marlboro cigarettes, but also changed the way that cigarettes were marketed in the United States. The Marlboro Man became the symbol of the American cowboy, an image that was used to sell not only cigarettes, but also a way of life.
19 Examples of the Best Marketing Campaigns on the Internet
SNCF: Europe, It’s Next Door
This interactive marketing campaign from France’s national railway system encouraged Inter-European travel by giving individuals a sneak peek at what was happening around other cities in real-time. The company set up a series of doors which opened to two-way video screens. Individuals on the other side were located in a city across Europe. The video allowed individuals to interact with each other in a unique and engaging way. The campaign drew people into the idea of traveling to a new city and raised awareness that SNCF could make that trip a reality.
Heineken: Go Places
Heineken launched the first “Go Places” campaign in 2016 with the aim of highlighting the company’s unique personality and company culture to prospective employees. The first campaign allowed individuals to partake in an interactive interview… a sort of “choose your own adventure” combined with a strengths finder outcome. Following the interactive questionnaire, individuals are given their results and encouraged to apply for a position with their LinkedIn profile.
Expedia: Explore Great Britain
The Expedia microsite is an interactive video that allows watchers to toggle between British cities as five different hosts give tours of their cities. Upon completing the video, Expedia gives a custom itinerary based on how much time you watched each location’s video. The custom itinerary provides lodging recommendations and what to see and do in each city. The video jumps from location to location seamlessly and offers viewers a customizable experience that makes you want to watch several times so you don’t miss anything.
Waze: On the Road
Waze took all of their data and leveraged it into an item of sponsored content with the New York Times. The data presented interesting trends in how we drive, when, and to what locations. What makes this content interactive is the company added quiz functionality to test the reader’s smarts about trends in driving.
Awesome Experiential Marketing Campaign Examples
Swedish Lottery: Bucket list
Most people will not win the lottery. Having said that, we all love to imagine what we would do with our lottery winnings if we were to strike it rich. The Swedish lottery asked several individuals what experience they would do if they won the lottery. Answers ranged from parachute jumping; traveling to a deserted island; heli-skiing; and taking a safari. With the power of VR and 5D technology, the organization gave individuals a sensory experience that rivaled the real thing. The campaign got people talking about what they would do if they won the lotto, which, in turn, raises participation in the lottery.
Nike: House of Innovation Beacon
Nike created a mixed media sculpture which was suspended in the middle of their NYC flagship store. The installation plays iconic sporting moments in Nike’s history. It bridges the gap between branding, marketing, art, and technology. What’s more, the entire flagship store offers a truly innovative experience for shoppers. There’s an area for individuals to customize their own sneakers; a floor dedicated to customizable apparel, where shoppers can change colors, logos, and even swap out materials and combine two different pieces of clothing for a fully bespoke item.
National Geographic: Astronaut Reality
Nothing gives people an existential crisis quite like space exploration. It makes us feel so small, yet so full of wonder and curiosity. To promote its series, “One Strange Rock”, National Geographic created a first-hand experience of space, without leaving Earth. With custom VR astronaut helmets, individuals get to experience space like an astronaut does (almost).
Aspects to Create Best Marketing Campaigns
People want to consume content that enriches their lives and gives them an enjoyable experience. It’s vital to find a balance between their interests and the values behind your business to ensure an authentic and meaningful campaign.
A winning campaign can elevate your brand’s image and surpass your sales. A successful marketing campaign is not about flashy ads or funny commercials. It’s about achieving tangible results. Keeping track of measurable indicators of your campaign can set up the right path for your brand’s success.
1. Identify Your Audience
The first and foremost step is to identify your audience. For instance, if you are planning to run a B2B facility, check the demographic and psychographic characteristics of the buying decision-makers. In that, geographical factors play an important role. The more the information you collect about your customers, the easier it will be to run the campaign.
2. Set Up the Budget
Having sufficient funds can fulfill your desired goals. According to the Small Business Administration, brands spend 2 to 20 percent of projected sales on marketing campaigns. If you need any, check the availability of financial support, and set up the monthly/annual budget depending on your willingness to advertise it, your business size, industry, and what stage your business is in.
3. Develop Your Message
Creating a clear and loud message has the potential to get a higher response rate. Your message must address three things – appeal to the audience to evoke an emotional response, emphasize how your product/service will benefit them, and the third that can help you create a credible message, i.e., the testimonials. Adopting these three elements will help you develop a message that can strongly influence the target audience.
4. Build Up Your Media Strategy
Social media has a vital role to play in interacting with the audience. With interaction, sales will come, and with sales, revenue. What’s more important is choosing the right advertising platform. It’s equally important to promote true advertising. For example, Activia yogurt stated their yogurt has nutritional benefits while others did not. After this, Activia was held in charge of false advertising. Therefore, you have to promote the right idea on the right platform with the right mindset.
5. Implement the Strategy
Implementing the strategy is the easiest part of developing the best marketing campaigns. You need to have the right team to schedule the time and coordinate all the activities required to launch the campaign.
6. Analyze Your Results
The best marketing campaigns are developed that analyze their results and work on them. The path doesn’t end after implementation. You have to track the results, responses, and feedback you get post-launch. You have to work on them to learn better and minimize the faults. If the campaign is successful, work on making it better and extending its reach.
To start a campaign, marketers need to evaluate their customers, what they want, where to reach them, and anticipate what they’ll get. To effectively reach a customer, marketers adopt the social media path. In today’s world, social media is the way to reach out to thousands of people and grab their attention.
1. Apple: "Get a Mac" Campaign
The "Get a Mac" campaign was a series of television commercials created by Apple Inc. to market its Macintosh computers. The ads were directed at Windows users and featured two actors personifying a PC and a Mac.
The campaign began in May 2006 with the release of the "Mac vs. PC" commercial, and ended in October 2009 with the release of the "I’m a Mac" commercial. The ads were produced by TBWA\Media Arts Lab, the advertising agency responsible for all of Apple’s advertising.
In total, there were 66 individual commercials in the campaign. The commercials aired on television in the United States, Canada, Australia, New Zealand, and the United Kingdom. Additionally, a number of the commercials were made available online on Apple’s website and YouTube.
2. Pepsi: "Is Pepsi OK?" Campaign
In 1988, Pepsi ran a marketing campaign with the slogan "Is Pepsi OK?" The goal of the campaign was to get people to think about whether or not Pepsi was a good choice for them. Pepsi wanted to be seen as an affordable alternative to Coca-Cola, and this campaign was meant to emphasize that.
The ads featured regular people who were asked whether or not they thought Pepsi was OK. The ads were designed to be funny and provocative, and they got a lot of attention. Pepsi ended up selling more products than ever before as a result of the campaign.
Even today, the "Is Pepsi OK?" slogan is still associated with the brand. Pepsi has continued to use it in various marketing campaigns over the years, and it has become one of the most recognizable slogans in advertising history.
3. IHOP: "IHOb" Campaign
IHOP, the International House of Pancakes, announced a new campaign called "IHOb" on June 11, 2018. The campaign is designed to promote the restaurant’s new line of burgers. IHOP’s president, Darren Rebelez, stated in an interview with CNBC that the name change is meant to be "fun and playful." The campaign has been met with mixed reactions on social media. Some people are amused by the change, while others find it confusing. IHOP has not announced how long the "IHOb" campaign will last.
4. Absolut Vodka: "The Bottle" Campaign
5. Kay Jewelers: "Every Kiss Begins with Kay" Campaign
Kay Jewelers ran a campaign in the early 2000s with the slogan "Every Kiss Begins with Kay." The campaign was heavily promoted through TV commercials and print advertisements. The goal of the campaign was to increase sales of Kay’s wedding jewelry.
The campaign was successful, and it helped to solidify Kay Jewelers as the go-to destination for engagement and wedding rings. The slogan "Every Kiss Begins with Kay" is still used today, and it is one of the most recognizable slogans in the jewelry industry.
6. Dove: "Real Beauty" Campaign
Dove launched their "Real Beauty" Campaign in 2004 with the goal of promoting natural beauty. The campaign featured ads and videos that showcased regular women, rather than models or celebrities, in order to show that all types of beauty are worthy of appreciation. Dove also created a website for the campaign where women could share their own stories and photos about their own experiences with beauty.
The "Real Beauty" Campaign was widely successful, garnering praise from both consumers and critics. It helped to change the way that many people think about beauty, and it inspired other companies to create similar campaigns of their own. The campaign has also been credited with helping to increase body confidence among women of all ages.
7. Chipotle: "Back to the Start" Campaign
Chipotle’s "Back to the Start" campaign is a powerful reminder of the importance of sustainable farming practices. The campaign features an animated short film about a farmer who turns his family farm into a factory farm, only to realize his mistake and go back to sustainable farming practices. The film is set to Willie Nelson’s moving song of the same name. The campaign is a reminder that the food we eat comes from somewhere, and we should take care to support sustainable farming practices so that we can all enjoy delicious, healthy food for years to come.
8. Budweiser: "Wassup?" Campaign
Budweiser is a beer company that has been around for centuries. They are most famous for their "Wassup?" ad campaign. The campaign was started in 2000 and ran until 2002. It was one of the most successful ad campaigns of all time.
The ads featured a group of friends sitting around drinking Budweiser and saying "Wassup?" to each other. The ads were popular because they were funny and relatable. People could easily imagine themselves in the situation.
Structuring Your Marketing Campaign Strategy
What’s Your Objective?
Let’s circle back to our LEGO® Braille Bricks example from the beginning of this post. Based on LEGO’s communications around their campaign, we can speculate that an objective for this campaign was to promote inclusive learning in a fun, engaging way.
Why This Objective?
In LEGO’s case, the WHY behind their campaign was clearly stated in their press releases and marketing assets: “To help children with vision impairment learn critical thinking, problem-solving and collaboration through play.”
Now, the purpose behind your marketing campaign doesn’t have to be as benevolent as this, but it’s important for you and everyone involved in the campaign to understand — and get behind — why the time, effort, budget, and resources are being put into this campaign.
Who Do You Want to Connect with Along the Way?
Who will Help You Get There?
Most marketing campaigns, even short-running ones with small budgets, need a team to help bring it to fruition. So, who are the individuals you’d need to rely on to successfully implement and measure your marketing campaign? This roster might include:
How Much will It Cost to Get There?
After taking into account What you’re wanting to accomplish, Why you’re wanting to accomplish it, and Who will help you accomplish it, it’s vital to look at how you’re going to pay for it; in other words, your budget.
Most of this will likely go toward the creation of assets you’ll need for your campaign and paying for the ads to promote those assets. However, other budget considerations include web hosting and development costs (if you’ll have a full site or subdomain dedicated to your campaign), bonuses to influencers or affiliates, postage if doing any direct mail, and any additional tools you may need to use to efficiently and effectively execute your campaign.
When Do You Plan to Get There?
Whether you want your marketing campaign to run for a few weeks, a few months, or even longer, setting a clear start and end date is important — not just for performance measurement, but also for proper budget and resource allocation.
What Does Success Look Like?
For example, if your objective is to promote a new product or service, your KPI might be “X amount in sales revenue.” And if your purpose is something like LEGO’s — to help blind and visually-impaired children learn Braille in a fun, playful, engaging way — then you might have a KPI around customer satisfaction, the share of voice, and/or social engagement.
Preparing your Marketing Campaign Plan
What Needs to Be Done?
Answering this question can be one of the most challenging and time-consuming steps in this process as there can be many pieces, parts, people, processes, perspectives, paths, and priorities to consider. Some of these include:
How Should Those Tactics Get Done?
Said differently, what specific actions need to be taken. For example, if you’ve determined you’ll leverage blog posts, paid ads, and video in your marketing campaign, the tactic might be to create 10 blog posts, 5 paid ads, and 2 videos that focus on X, link to Y, and are distributed by A, B, and C channels.
Who will Do What?
Going back to your “Who will help you get there” question in the marketing campaign strategy stage, the answer to this planning question should focus on assigning ownership to the various tasks that need to be completed to accomplish the tactics that will get you closer to achieving your objective.
When Do the Activities and Tasks Need to Be Done?
Your mighty marketing campaign needs deadlines for each tactic they are accountable for. It helps keep them on track, know what time parameters they have to work within, and establishes clear expectations.
Marketing calendars can be a valuable tool for providing clarity into what’s due when, what’s being worked on and by whom, what’s been completed, etc. This transparency can foster collaboration and cohesion throughout your marketing campaign.
How Much to Spend on What?
This relates to the What (tactics) and How (activities) of your plan. If you want to run paid ads, do videos, and work with influencers or affiliates, this is the step where you determine how much you’re willing and able to spend on each.
How will You Track and Measure Success?
For example, if your KPI is $100,000 in revenue from your new product sales, then the metrics you might track and measure might be related to the specific tactics you’re employing to contribute to driving sales.