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Seven of the most impressive digital campaigns of 2017..... Previously
We' re not finished until the middle of the year and there have already been a number of campaigns that have raised the bar. What's more, we' re already working on a number of campaigns. These campaigns use a variety of lifestyles and topics to explore and tell exciting tales, and help companies focus on their messages, products and brands.
As 65% of marketing professionals see their greatest challenges in attracting visitors and leading customers, according to HubSpot's latest State of Inbound Report, a great online marketing effort can stimulate both audiences' imaginations and commitment. Whether it's policy or liquor, non-profit or fashions, let's look at the strategy behind the most effective 2017 campaigns to date.
The clear, press-led ad campaigns were cross-platform and appeared on television, in printed, outdoors, online, as well as online. In response to the falsified intelligence phenomena, the Presidency of Trump and his government's insistence on "alternative facts", the election directly addresses the common feeling of undermining belief in the truth.
New York Times broadcast its expressive TV commercial in a 30-second ad space during the Academy Awards in February, addressing a libertarian public that would be susceptible to its message. This was a great hit with over 15 million viewers since it was first broadcast and continued with focused advertising in similar styles of online community as well as live e-mail campaigns to drive subscriber growth.
Reaching a all-time high of 308,000 in the first three months of 2017, the subscription program is an outstanding example of how recent news can help build a feeling of momentum and build loyalty. Heineken, a real-life societal experimentation, gathered together individuals from different sides of the spectrum making them participate in team-building efforts before revealing their policy positions (feminist and antifeminist, environmental campaigner and denier).
Featuring Daybook as the campaign's main plattform, she was celebrating politics and people. Gucci's March advertising campaigns are a great example of how to successfully focus on a particular target group development trends. Gucci's aim in this case was to attract the attention of a group that is usually younger than those who can buy their product to generate excitement for the group.
Instagram was the campaign's primary tool, with a supportive website that provided extra information and created a wealthier, more rich online workspace. The focus was on #TFWGucci (That Feeling When Gucci ), a hash day inspired by the famous Internet-born slogan "that feel when ..." and featuring a funny picture of a Gucci related Gucci-brand.
More than 2 million magicians and over 21,000 commentaries on Instagram were collected. Every contribution cumulated an annual total of 67,000 preferences and 768 commentaries, which caused a sensation about the stamp. Whilst non-profit marketers often focus on the patients, this campaig has turned this upside down and instead shown that being young and manly is qualified to help rescue a lifetime.
Reddit and Twitch started the advertising campaigns with banners and gifts that celebrate the strange and marvelous singularity of this demography. Along with this campaig came the embassy of empowerment, and not the typical emotive driver of blame or sympathy. Going against the grain and using the Internet's preference for the laughable, the ad went down well.
212 million online medialpressions ( Facebook, Instagram, Reddit and Twitch) and a 970% rise in overall live content growth. The Airbnb used videotape to show its full endorsement for the adoption of individuals from different places and contexts. While not directly correlating, the time of this election showed that Airbnb was giving his views on recent policies.
This way, they consolidated their positions as a world-famous and acceptance-oriented name. Even though policy messages can be hits or misses in terms of advertising, Airbnb has successfully used this trend theme to take a stand on an important subject and at the same time strengthen consumers' perception of their brands. In its first monthly period, the ad recorded almost 5 million YouTube and 100,000 Instagram viewings.
hash day began with prominent figures and political figures, such as American football legends Joe Montana, former Labour Minister David Miliband and former US Minister of State John Kerry, invading the public arena. Called #KnowYourLemons, this marketing initiative is created to raise people' consciousness about the different types of symptoms of breast cancers on Facebook.
Employing citrons carrying various chest cancers, the advertisement reminds a woman that knots are not the only sign. The picture led back to a specialised micro-site that provided more information and served as a gate to the all-digital marketing initiative, which involved a series of quizzes that spectators could perform to see how high their risks were.
As of February, the global breast cancer fundraising effort reaches 7. 3 million individuals in just three Facebook postings alone, resulting in a significant rise in worldwide breast cancer donation. Using a very inventive, multi-channel mindset, Ted Baker refreshed the mark and awakened new interest among its fans. This was accomplished through the development of a cartoon hit called "Keeping up with the Bakers," which featured episodic Instagram Stories over an eight-day stretch.
Eventually, the Instagram ad campaigns resulted in a 360-degree film in which the characters' objects could be bought. The bakers' acceptance of the welfare aspect also encourages supporters to get engaged, create their own goals and gain awards. The Instagram Stories mark, with 55% of 18-29 year old people in the US using Instagram and the next larger group of 30-49 year old people (28%), was used to get younger audiences excited about great succeed.
Drawn from the film, the 1. 9m long trailers with 19.000ikes were seen on his charity work. If done well, fancy and high-tech campaigns can really make a difference, because Google Analytics shows that 360-degree videos usually lead to a higher click-through ratio and a higher level of commitment through people. The lesson we can draw from these campaigns is that knowledge of the public and mastery of trend can offer great brand opportunity as they make campaigns meaningful and divisible.
Moreover, in most cases these campaigns create stunningly expressive emotional experiences - humour, empowerment as well as personal connections that touch the heart and mind of their audiences and encourage them to get involved, participate and act.