Marketing Campaigns that Helped Turn Around Brands |
Everyone always says that a product is the most important aspect of the business you are running. Aren’t we forgetting something really important? How will you ever sell your product without a good marketing system? The marketing campaigns are what let the consumers know about the existence of your product. It is necessary for a company to have a marketing plan that is as good as its product (if not better) if it wants to succeed. Here are a few legendary marketing campaigns that changed the face of brands:
1) Marlboro: Marlboro Man
The Marlboro Man came into being in 1955 and changed the world’s perception about filter cigarettes which were earlier considered feminine. This marketing campaign captured an ideal lifestyle that every man aspired to live at that time. It transformed a feminine campaign, with the slogan “Mild as May”, into a masculine one in a matter of months. These advertisements captured the very meaning of a Marlboro Man; rugged, free and manly. It is still one of the most popular and effective marketing campaigns.
2) Nike: Just Do It
A long long time ago in a land not so far away, Nike products catered exclusively to marathon runners. Then came the fitness craze came into existence and the people down in the Nike Marketing department knew they needed to take advantage of it to surpass their main competitor- Reebok. This gave birth to the “Just Do It” campaign back in late 1980’s.
It was short, sweet and a major hit! It encapsulated everything people felt while exercising. Don’t want to complete the last mile? Just do it. It’s something everyone can relate to and drives us to push ourselves beyond our limits.
In 1988, Nike sales were $800 million; by 1998 the sales exceeded $9.2 billion.
3)Apple: Get a Mac
There have been many great apple campaigns, but the Get a Mac campaign outdid the rest. The Mac v/s PC was one of the most simple and effective campaigns by Apple Inc. and led to a 42% market share growth in its first year itself. It tells the confused consumers everything they need to know about the Mac without being overt and in a really clever way. Steve Jobs introduced the campaign a week before it started. It’s plain, simple and effective. What do we learn from this? Just because your product can do some pretty amazing things does not mean that you hit your audience in the face with it. Instead, explain the features and benefits in a relatable manner so that the consumers can see themselves using the products.
4)Dove: Real Beauty campaign
“Imagine a world where beauty is a source of confidence, not anxiety”
The Dove Real Beauty campaign has been making women all over the world feel beautiful and special since 2004.they created advertisements around topics they knew are sensitive but meaningful for their customers. It was a refreshing change after all the beauty product advertisements that objectified women and tried to define beauty.
The Dove Real Beauty campaign had many different parts to it.
For example, in their Real Beauty Sketches campaign, an FBI trained sketch artist was asked to draw a female volunteer twice. Once as how she described herself and second, as a random stranger described her. The two pictures were completely different. These videos went viral, more than 114 million views and shared more than 3.74 million times.
5)Old Spice: “The Man Your Man Could Smell Like”
What is the first thing that comes to your mind when you hear “I’m on a horse”?
Its 2015 and I still think about the Old Spice advertisements. Introduced almost 5 years ago, these 30 second clips show a shirtless man addressing the women of the world as the scenes change behind him, from the kitchen to a boat to the beach. The actor represents “the ideal man” and plays on the stereotypes of the “ideal man” but in a humorous manner that is in no way obnoxious.
Why was this campaign successful? Old Spice didn’t just bend the rules of conventional marketing but they avoided them completely. They created something that was different, not easy to follow but interesting and catchy at the same time. It stuck with people over the past 5 years and I don’t think it’s going away any time soon.
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Originally published at blog.pipesapp.com on August 17, 2015.