If you look at the digital landscape just a few years ago, you will see that a successful digital marketing campaign only needed a few quality videos. You also required well-placed ads. As long as you had a promising social media component, you were good to go.
But things have changed in 2021. Customer expectations are higher today. They expect authenticity, transparency, and a touch of personalization. On top of that, the global pandemic has completely changed the scenario.
10 of the best digital marketing campaigns
Amidst all the changes, we offer some inspiration. These come from 10 of the best digital marketing campaigns from the past. You even recognize some. Here they are…
Sephora
Most physical businesses had trouble with their marketing in the pandemic era. Sephora, however, is the one brand that has consistently maintained a healthy development. It does this by combining offline retail with a digital experience. They did that by creating an app that used augmented reality and artificial intelligence. The app allowed users to try the makeup products of their choice offline without visiting the store.
This strategy proved to be a lifesaver for the company during COVID-19. As physical shopping was banned, it allowed buyers to stay connected with their favorite brand via the app. They could shop via their e-commerce site while also trying on the makeup virtually.
Taco Bell
Taco Bell is an iconic brand with a strong social media presence. However, the company also created a winning mobile campaign by creating an app. The aim was to let taco lovers satisfy their cravings. They could do this by ordering their favorite items through the app.
The ordering app works seamlessly with mobile devices. On its launch day, it received over 3,000 downloads. This just goes to show the taco fever among people.
The Shelter Pet Project
In collaboration with Facebook, The Shelter Pet Project helps millions of animals without homes get shelter. Their goal is to protect vulnerable pets from being euthanized just because they don’t have homes. And they won’t stop until the number of cases of animal cruelty reaches zero.
They ran a campaign called ‘Local Legends’, which highlighted the animals up for adoption. This collaboration with Facebook was so memorable that it spread much awareness. It incorporated Facebook ads along with two videos to create the maximum impact.
Oreo
Oreo is always keeping up with the latest trends. This is part of why its social media presence has been so hot. During the power outage of the 2013 Super Bowl, the company created its famous tweet. The tweet read, ‘You can still dunk in the dark.’ The tweet was well-received and retweeted countless times within minutes.
Oreo’s fun approach combined with cultural relevance is part of their successful social media campaigns. Please take a look at their Wonderfilled campaign to get a better idea.
Always
In partnership with TED, Always created many educational videos. These videos taught young women and girls how to develop confidence. This was especially important during tough times. The videos were to be shared with students and teachers worldwide. It was the “Like a Girl” campaign.
The grand unveiling of a rather emotional video happened at the Always Confidence Summit 2014. Since then, the company has consistently released short and inspirational messages accompanied by the hashtag #LikeAGirl.
Tesla
Despite being a relatively young brand, Tesla enjoys a successful social media presence. Although they tweet only 4-6 times a month, they always share something intriguing and meaningful. Their tweets connect with people who don’t even want to buy a car.
That’s partly because of the company’s CEO Elon Musk’s active Twitter presence. His tweets don’t revolve around incentives or product declarations. Instead, he shows a more transparent and human side to create a personal connection with his followers.
Another element of their social media success is the regular live-stream events they conduct.
Kate Spade
Every time there’s a big sale, Kate Spade creates a sense of urgency through its email marketing campaigns. The goal is to get subscribers shopping.
The company creatively exploits the element of ‘FOMO’ via newsletters. This is an excellent strategy for brands to ‘sell their sales’.
Lyft
The rideshare firm made a wise decision. It utilized the love of its customers to help its marketing department through its ‘referral program’. Lyft used word-of-mouth marketing. Its successful marketing campaign was effective because over 80% of people would purchase a service. They would do so when family or friends suggested it.
The company offered discounts to brand advocates. They even provided free rides to those who shared referral codes with friends and family. Since then, many other brands have followed suit.
Pedigree
A large population suffers from depression, which dogs can help with. Pedigree, the dog food brand, understands how dogs can affect their owners. They beautifully incorporated that message in their short animated story, ‘Bring It Back.’
The campaign incorporated the elements of hope, life, love, and happiness. This approach raised significant awareness about depression. It highlighted how dogs and other pets can help people through tough times.
Nike
In 2019, Nike launched its Dream Crazy campaign, which featured sportswomen from around the globe. For instance, it featured Serena Williams and snowboarder Chloe Kim. It also highlighted Ibtihaj Muhammad, the first woman Olympic fencer to wear a hijab during the Olympics.
Nike featured these remarkable and well-known women from the world of sports. By doing this, Nike tapped into some of the rawest emotions. This choice aligned well with the company’s image. The campaign proved to be a huge success. It achieved more than 6 million views on YouTube and more than 9 million views on Twitter.
The bottom line on the best digital marketing campaigns
Surely all these brands must have made many mistakes before ‘getting it right’. That’s one lesson every marketer should take. It’s to keep going, implementing the best content marketing strategies and tactics, and learning until they get it right.
Mike Khorev wrote this guest blog post. He is a B2B and SaaS marketing consultant who helps companies generate more leads and grow revenue online. He has 10 years of experience developing and executing performance-based digital marketing strategies. Connect with him on LinkedIn.
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