What is the purpose of marketing?

To convey what your brand offers?

No, it’s to communicate with whom your brand caters.

Marketing has come a long way, especially in this age of social media. Brands are now becoming aware of the effects of effective marketing. How minimal show off can give maximum results. From chocolates to cars, every brand is devising new marketing campaign ideas to sell by connecting to its customers. Marketing campaigns can make a lot of difference to the perception of a brand in the eyes of the customer.

But how exactly should a brand go about it? Let’s dive deep into the ideas behind some of the most promising marketing campaigns we come across:

#1. Meesho’s “Sahi Sahi Lagaya Hai” campaign

Meesho, as a brand, has grown immensely in recent years. Their latest marketing campaign, “Sahi Sahi Lagaya Hai” has been able to showcase their value proposition in an engaging manner. They picked up a commonly used catchphrase in Indian markets to tap their target audience. Customers seek quality products, not at just low, but the ‘right’ price and reassures them that meesho would deliver.

Have a look at one of the ads :

https://youtu.be/f8Mij7eipdw

How was it received? Or How impactful was it?

Meesho has connected over 1 Lakh sellers to customers all over the country. Its user base grew 5X in FY 2022. With over 100 M users, it is well ahead on its path to rule over the Indian social commerce platform. Their engaging marketing campaigns have been a driving factor for these numbers.

Key takeaways

Understanding the problem faced by its users, Meesho devised a campaign that justifies the goal of Meesho to connect the offline world to its online offering. They redefined the saying that “customer is the king”.

#2. Reebok’s “It’s Not A Man’s Word” campaign

The newest development in Reebok’s idea is to target women’s empowerment with women who are making it big in the “Man’s world”. It was a campaign centered around 10 female influencers who have made their mark in their respective fields. These included Anhia Zaira Santana, Kimberly Drew, Bani J and more. They expressed their emotions about the particular topic.

Post links:

https://www.instagram.com/p/B3Fgz7lJreT/?utm_source=ig_embed&ig_rid=423a623d-3f18-4556-81a8-ca54adc88693

https://www.instagram.com/p/B3JmzoiFeKc/?utm_source=ig_embed&ig_rid=7f17dd67-04fb-4770-b1c4-8c530dca4bb8

How was it received? Or How was it impactful?

This campaign laid its roots in 2001 and since then,it has gained a lot of hype. This digital marketing campaign led by influencers featured its products and associated it with innovative looks and fitness goals. It was greatly appreciated by the audience. Just go through the comments section of these posts.

Key takeaways

Reebok emphasized its message of supporting women in chasing their dreams and following their hearts. This is a great way to develop an association with the audience.

#3 Five Star’s “Eat Five Star, Do Nothing” campaign

Cadbury 5 Star has used subtle humor for its marketing campaigns for years. Remember the Ramesh-Suresh ads by 5 Star? They surely used to amuse you too.

It has continued this light hearted approach later on. To include its target audience, that is, the youth, it launched its “Eat Five Star, Do Nothing” campaign. This marketing campaign features a series of ads that show that sometimes, doing nothing can be good too. Even after receiving backlash for being insensitive, it has redeemed the basic idea and moved forward.

Link for the ad:

https://youtu.be/WdYDUuvROEU

How was it received? Or How was it impactful?

The campaign received bad PR in the initial stages for showing active youth in a bad light. However, it has gained a lot of views on digital platforms and was relatable to our “Netflix and Chill” generation. The following initiatives, like ‘Nothing Coins’ and collaboration with Paytm, further gained popularity.

Key takeaways

5 Star used a key feature of the product itself- chewy chocolate for leisure eating. The intent of the ads instantly clicked in the audience’s mind. The humor used in the marketing campaigns worked in tandem with its brand positioning.

#4 Spotify’s “#2020Wrapped” campaign

In this campaign, Spotify provided its users with a personalized review of their listening habits. It included the number of songs they have listened to, their top genres and artists. They also made it easier for users to share this interesting data on social media by making it visually appealing.

Moreover, it honored the musicians who “kept all of us entertained, grounded and informed”. Based on user data, the brand made creatives referring to relevant issues, different geographies and trending topics. Spotify has come up with some of the best digital marketing campaign ideas over the years including this one.

How was it received? Or How was it impactful?

This was the reason for the increase of Spotify’s mobile app downloads by 21% in the first week of December, 2020. Not only that, it increased the number of monthly active users by 29%.

Key takeaways

Spotify was able to generate positive buzz around itself on social media. It not only enhanced the in-app experience of the users but also used witty humor that caught their attention.

#5 Dove’s “Real Beauty” campaign

Being a personal care brand, Dove decided to target the issue of women being insecure about themselves owing to unrealistic beauty standards. This initiated a global discussion about beauty stereotypes. It started with the portrayal of realistic body types on billboards and now it is extended to social media posts.

How was it received? Or How was it impactful?

The campaign has received wide publicity over the years. The first digital campaign that drove 26 million people to participate in it online was by Dove.

Key takeaways

The aim of this campaign was to build trust among its consumers and make them feel that the brand cares about them and understands their daily life issues.

#6 Zomato’s “Zomato Premier League” campaign

Zomato has been talked about on various social media platforms for its wholesome content. One of their recent effective campaigns includes the “Zomato Premier League”.

Have you ever felt like a cricket maestro after your prediction went right? Zomato launched an in-app game where people can get rewarded for their predictions going right. They received 30% cashback for it!

How was it received? Or How was it impactful?

The creative initiative encouraged 4 Million people to play the game. This was an interesting way to make more people order food.

Key takeaways

Being in sync with trending topics can build a connection with the audience. But using user behavior to generate excitement around a brand is something we can learn from Zomato.

#7 Cadbury’s Good Luck Girls” campaign

Talking about cricket, let’s have a look at an iconic campaign by Cadbury. Recreating a famous 90s ad, this campaign featured a man coming down on the field during a Women’s cricket match and dancing after a batter hits a six. The ad was a good luck wish to the Indian Women’s cricket team as well. The ad gave a contemporary touch to the feeling of nostalgia associated with its previous version.

Video link:

https://youtu.be/z_OtC06ndUE

How was it received? Or How was it impactful?

The campaign was a total hit on social media. People shared the ad and praised it for being a revolutionary step towards women empowerment. Look at these comments and you’d know:

Key takeaways

Cadbury is a well established brand and using their popularity for recognizing the changing times shows how a brand can make it even bigger.

And…

With in-depth knowledge of what the audience demands, any brand can create a marketing strategy that shows visible results. Digital marketing is growing exponentially. There are no bounds to creativity (except for some), as evident with these successful marketing campaign examples. There is no set equation or a magic spell to design a successful marketing campaign.

Social media is a modern-day postman with a killer sense of humor. From creating jingles that stick to our minds to creating social media posts that we save and share, marketing has come a long way and there’s no stopping it.

Source- Fluidscapes
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